As I’m sure most of you know, Jon Stine presented this morning at NRF on the results of his fourth “Catch ‘Em and Keep ‘Em” survey, which is a highly respected study done each year to identify how shoppers are responding to retail technologies. As a followup to his NRF Big Ideas session, I’d like to reproduce here Jon’s blog on his findings and thoughts. Thank you, Jon!
Want Your Share of $100 Billion? Build Customer Trust
By Jon Stine
Trust. It’s a powerful human emotion that often drives our behavior. The level of trust, or lack thereof, between a retailer and its customers can literally make or break the business. Given the importance of trust, many retailers are asking: How much do customers trust retailers? What are the benefits of increasing trust? How do retailers gather the information needed to provide the personalized experiences many customers want, while maintaining and even building trusted relationships?
These questions are especially important given the critical juncture at which we find ourselves—the convergence of people, process, data, and things called the Internet of Everything (IoE).
To help retailers build customer trust in an increasingly digitally connected world, Cisco Consulting Services surveyed 1,174 consumers in its fourth annual Digital Shopping Behavior survey.* From a behavior perspective, shoppers are becoming more digital. In fact, eighty percent of respondents are what we call Digital Mass shoppers—people who research, browse, and purchase digitally. Within this group, Über Digitals, who almost always use a smartphone to shop, increased from 11 percent last year to 18 percent this year. Clearly, your customers are digital.
Before we discuss “how,” it is important to understand “why.” Our research showed $100 billion of IoE value was available for retailers in the United States to capture in 2013 by offering more personalized shopping experiences. If you missed your share, don’t worry. This number is expected to increase slightly in 2014. Realizing this value, however, isn’t easy.
When it comes to trust, retailers are starting from a low base. When asked, “How much would you trust these companies/institutions to protect your personal data and use it to provide something you value?” respondents ranked retailers second to last, at 31 percent—behind government agencies (37 percent), and ahead of Internet companies (18 percent).
Even so, shoppers want personalized experiences. When asked, “Which personalized experiences do you prefer?” respondents ranked promotions via touch-screen or smartphone first (Digital Mass: 46 percent; Über Digitals: 53 percent). This was followed by personalized products, personalized shopping lists, and personalized service.
So, how do we solve this dilemma between a lack of trust and the desire for personalized shopping experiences, which require the collection of personal information? For answers, let’s look at a few of the research findings.
Shoppers want personalized offers that are easy to use – Most people want to receive personalized offers via email at home. This suggests that shoppers — even Über Digitals — start the shopping process while they are in their home environment. The vision of in-store offers may simply not be in sync with the reality of shopper decision making and in-store behavior.
Shoppers are willing to share information – Both Digital Mass and Über Digital shoppers are willing to share past purchase history and basic personal information (name, age, etc.) with retailers to receive a more personalized shopping experience. Topping the list of acceptable information for retailers to use are time spent in the store, location in the store, and products you try but don’t buy.
Based on our experience working with many of the world’s leading retailers, there are three key takeaways and actions when it comes to building trust:
Shopper trust must be earned. Retailers can do this by delivering a clear data policy and making the benefits of providing personal information transparent and easy to understand.
IoE is already here. To capture your share of the $100 billion value at stake, develop a strategic plan that takes into account the information above.
Über Digitals are too important to ignore. Selling to these shoppers requires an architecture and infrastructure that can support their increasing expectations for connected, digital shopping experiences.
To gain even more insights into developing trust in an IoE world, take a look at:
* This year’s Cisco Consulting Digital Shopping Behavior survey includes responses from 1,174 consumers who are representative of the United States broadband population by age, income, and region. It is the fourth in a series of popular “Catch ‘Em and Keep ‘Em” studies by Cisco Consulting Services.
Happy New Year to all my readers, and best wishes for 2014! Of course, the retail year starts off with a bang at the NRF trade show being held in New York on Jan. 12-15. Cisco is at the show expo on Jan. 13-14, and will be featuring four company thought leaders in the annual NRF Big Idea sessions. I sat down with Jon Stine, director of solutions development at Cisco and a widely recognized expert in retail analysis, to find out more about his NRF session.
Q: Jon, tell us what you’ll be talking about at NRF this year.
A: For the fourth year, we are featuring our annual “Catch ‘Em and Keep ‘Em” survey, which polls 1,200 demographically selected respondents across the US to assess current shopper behavior. This year we expanded the survey to collect information on personalization and the use of data gathering on shoppers in the store.
Q: Any exciting or unexpected findings?
A: Yes, definitely. I won’t give away everything, but let me give you just one example: Right now, we’re experiencing a flurry of fear in retail, and much negative press coverage, around how much information it’s appropriate to gather on customers. But guess what? Our survey shows that a large percentage of shoppers are actually willing to share personal data with retailers if they receive sufficient value in return.
Q: What do you think are the most important topics you’ll discuss at NRF?
A: We’ll talk about the frameworks and service models that retailers need to develop when it comes to thinking about their data relationship with shoppers. We’ll cover the new “uberdigitals,” an emerging group of new consumers who always shop using a device, and the latest news on Millineals now entering their primary consumption years. And, I’ll discuss consumer data preferences, how social media is being used in shopping decisions, and the latest trends in cross-channel behaviors.
Time and Place:
“Digital Shopper Behavior in Today’s Internet of Everything World” with Jon Stine takes place on Monday, Jan. 13, at 9:15-10:00 am, in Room 4 on Level 3 of the Expo Hall. For those who can’t be there, a recording of the session will be available after the show. Visit Cisco’s NRF website to learn more, and do take the time to stop by Cisco booth #1954.
This is the final installment of a series on how retailers can address the challenges of becoming an omnichannel business. I’d like to wrap up by talking about a deceptively simple stumbling block – accepting that being an omnichannel seller changes how people work. I spend much of my time talking to retailers, and this really is a big issue.
For example, I have seen stores install – and then turn off – Wi-Fi deployments because they worry that associates will waste time surfing the web. And, yes, some might. But consider the cost compared to customers knowing more than your salesforce because they’ve been doing online research. It makes your team look uninformed, lowers the quality of service, and impacts sales. Obviously, you don’t want workers to play games all day. Instead, train them to find and use online product information, social media, and reviews that will help improve response to customers – and deal appropriately with the exceptions.
Related to this are issues around Wi-Fi access for customers. If you provide it for employees, please just go ahead and extend this to shoppers. Universal store access allows you to optimize your brand with both employees and customers (and enables far more effective analytics). I guarantee that you will lose relevance over time as consumers learn your store is one of the few without mobile service.
As well, I’ve met retailers who won’t add Wi-Fi because they are convinced that the only outcome will be showrooming and ultimate desertion. It’s time to shed the fear of this increasingly common customer practice. Instead, leverage it as a new marketing tool. You can drive sales by being part of the customer’s social media experience, delivering your own identity, branding, and incentives. A recent Accenture study shows that younger consumers still want the in-store experience, but they also expect retailers to integrate personalized shopping across all channels.
Let’s talk more about this at the NRF Big Idea Sessions in New York, where I and Jon Stine, Lisa Fretwell, and Kathryn Howe will be speaking on Jan. 13 and 14. Visit Cisco’s NRF website to learn more about these popular seminars, and stop by Cisco Booth #1954 to say hello.
The idea of omnichannel selling can be daunting, and getting the benefit may entail learning to manage a certain amount of risk. But you know – it’s just retail. The environment is becoming more device-driven and the way stores look is changing. But giving consumers what they want; interacting with, understanding, and nurturing them: It’s still the business of retail. And you know how to do that.
For NRF 2013 and we conducted surveys in multiple countries for our next release of consumer research.
Jon Stine, director of Cisco IBSG and Lisa Fretwell, senior director of Cisco IBSG will be presenting the results at NRF Big Idea session on Monday, January 14, 2013 at 9:15 – 10:00 a.m at Room 3D04, EXPO Hall, Level 3
Have been thinking about the retail implications of an early May article in the Wall Street Journal.
“Renting Prosperity” (by Daniel Gross, May 5) spoke to the growing trend of rental – and not just in the traditional housing or automotive markets. Numerous other rental business have emerged in recent years, from the Zipcar car-sharing plan to the Chegg.com college textbook service to the one million customers who have used Rent the Runway’s frock-and-accessory services.
The obvious implication for retail is all about new business models. A number of traditional brick-and-mortar players are now testing the waters. We’re aware of initiatives in which purveyors of hard goods are renting clothes washing machines by the load and high-end consumers of electronics are leasing home theatre set-ups and even iPads – along with monthly subscriptions, say, to Netflix.
But the lessons of the rental trend go deeper than simply a new business model.