Thank you to everyone who visited the Cisco NRF booth last month. We had a huge of amount traffic and a number of exciting demonstrations plus the announcement of our “Catch Em and Keep Em” consumer research study. We also shot a number of videos from the show floor which I hope you all enjoy.
We announced the new Catch Em and Keep Em consumer research on how retailers can attract and retain channel hopping shoppers. The research is now avialable for download here
If you’re a retail technologist and you haven’t yet read the December 2011 issue of the Harvard Business Review, let me offer a friendly suggestion: Stop what you’re doing. Find a way to buy the issue. Sit down and absorb.
Three articles (one of them an interview with JC Penney’s Ron Johnson, he of Target and Apple Store fame). It’s all about how we need to be thinking about the physical environment of retailing. What it represents. Why it’s critically important today and tomorrow. And what retailers have to do to save the store, and in doing so, save the business.
The reality of today’s shopping behavior is that it’s cross-channel. Consumers bounce between the so-called touch points as they move through the shopping journey, from PC to mobile to store. And then maybe to the cash-wrap. Or back to the PC. Or maybe to the tablet while curled up on the sofa.
At any of these points, you can win a customer. At any point you can lose a customer. The data from numerous sources – including Cisco’s October 2011 survey of US and UK shoppers – makes clear that the store can play a huge role in online transactions, and that the PC and smartphone play a huge role in store transactions.
Bottom line for those who diss the store: it’s still where the vast majority of shopping is happening. And, if you starve your store experience, you’ll lose customers in droves – even among those who found you on the web. (Anyone listening in, Hoffman Estates?)