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With IoE and a Smartphone, You Can Shop Like a Superhero

Superheroes and their super strengths have long captured our imaginations. And since many of these abilities are normal human traits stretched to a magical extreme, you may well have pictured how your own life would change with super speed, agility, or senses.

Today, such daydreams are getting just a bit closer to reality.  And while such powers won’t necessarily save the world (yet), they will make some common activities, such as shopping, a bit more super.

Smartphones have already assumed a central role in the retail experience. Yet the current level of smartphone interactivity is just the beginning. Exciting new capabilities are transforming the ways in which we interact — connecting our physical world to digital dimensions in very simple and intelligent ways. We will see more intelligent connections emerging across the entire customer journey: consideration, purchase, and usage.

#MobilizeMag : Shaping The Mobile Shopping Experience from Cisco Business Insights

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Omnianalytics for an Omnichannel World

At Cisco, we’re about ready for the NRF trade show being held in New York on Jan.  12-15. We’re at the show expo on Jan. 13-14, and will be featuring four company thought leaders in the highly popular annual Big Idea sessions. Kathryn Howe, retail senior advisor at Cisco, will be discussing one of the industry’s most forward-looking trends – how to utilize omnianalytics that help retailers extract the most data out of omnichannel environments.

Q: The concept of omnianalytics is a new one for many retailers. Can you tell us more about it?

A: In pursuit of the personalized customer experience, retailers are increasingly moving toward omnichannel selling across stores, websites, mobile platforms and applications, phones, kiosks, and so on. Each of these channels adds another layer to the customer experience, and each layer generates a new set of data. These data sets offer a new opportunity for stores to engage with the customer.  Omnianalytics is the process of managing and correlating these large amounts of data to transform your business.

Q: Why is this data so important?

A: For the first time in history, retailers can collect truly objective, quantifiable customer data. Traditional shop-alongs, simulations, and focus groups are inevitably somewhat inaccurate, as simply being observed can change shopper behavior. Today’s automated systems, on the other hand, collect completely unbiased information on dwell times, traffic patterns, and other behaviors. They are also extremely scalable, meaning that consistent metrics can be gathered across thousands of stores to provide very high quality data.

Q: What do you think are the most important topics you’ll discuss at NRF?

Knowing which metrics are game changers for your business is the art and science of executing on omnianalytics. We’ll talk about how to get started and how to understand which metrics you need for your business. We’ll also be joined by John Goedert of Starbucks, who provides a wonderful case study on how his company is using omnianalytics to drive consumer interactions.

Time and Place:

“Omnianalytics: Knowledge is Good, Now How Can It Transform My Business?” with Kathryn Howe takes place on Tuesday, Jan. 14, at 1:15-2:15 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.

I’ll see you at NRF!

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Mobility in the Store – More Dollars, Less Intrusive

We’re rapidly closing in on the NRF trade show being held in New York on Jan. 12-15. Cisco is at the expo on Jan. 13-14, and will be featuring several company speakers at the popular annual Big Idea sessions. I am honored this year to be one of these speakers, and am pleased to be joined by Bob Friday, Cisco’s vice president/CTO for Enterprise Networking – Mobility. Bob manages strategic wireless initiatives for Enterprise Wi-Fi, and we’ll be discussing the critical business issues of implementing mobile solutions in your store.

So what are the hot topics right now around mobility?

Retailers are going in some interesting directions here. Location awareness of customers is of course hot, hot, hot. Retailers want to learn from shopper behavior how they can best improve opportunities for sales. But, how can we do this without getting into the “creepy factor” of essentially stalking our customers down the aisles?

And, of course, every retailer wants to find shortcuts to ROI and monetization of the mobile platform. Part of this lies around the organization itself: It is common to see companies where IT and lines of business are simply not working together closely enough to get real value out of new technology. For example, I remember one store that was required by management to implement Wi-Fi. This was all well and good, but they didn’t implement any analytics for the new network. The result was that they have a cool technology but no idea of how to use it to engage shoppers, or even to identify how it is benefiting them.

In our session, Bob and I will discuss how you can use your Wi-Fi as a strategic asset – not just as the next awesome thing, but as a critical part of your engagement with shoppers. I’d like to also cover ideas on personalization vs. contextualization: This gets into how we can gather information without being intrusive. And we’ll talk about how to achieve ROI for your wireless investment and turn it into a new revenue driver. Please join us!

Time and Place:

 “Detect, Connect, Engage: Enhance Your Customer Experience with Mobility,” with me and Bob Friday takes place on Tuesday, Jan. 14, 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.

I’ll see you at NRF!

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Mobile Location Based Services Trends of 2013

The holiday season which began with Cyber Monday on December 2nd 2013 has just ended and analyzing the impact on mobile commerce sales and location based services unveils some very interesting trends.

Firstly, at the macro level:

  • Online shopping increased in the USA in 2013 by over 16% compared to 2012.
  • From a mobility perspective, almost a third of all online sales (29%) were made from Smartphones or Tablets.

Clearly there are changes in the online marketplace, but in order to examine this a little further, let’s look at a few key questions to help understand what is happening in this marketplace:

  1. What are the major trends?
  2. Is mobile commerce just a US phenomenon?
  3. What impact does location based services have?
  4. Where are the main benefits coming from analytics?
  5. How is privacy fitting in to all this and how is the attitude of mobile consumers evolving?

Trends 2013:  Read More »

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Understanding the Internet of Everything for Retail

Here at Cisco we are busy getting ready to go to NRF next week, which is 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 Big Idea sessions. I asked Lisa Fretwell, customer solution director at Cisco, to tell us more about her topic and the buzzphrase that’s beginning to penetrate the industry: The Internet of Everything.

Q: Lisa, what is the Internet of Everything?  

The Internet of Everything, or IOE, is the next step change in customer experience store efficiency and effectiveness, a way of thinking about stores and store technologies to derive the greatest possible benefit from every data point.  In the future there will a significant increase in the numbers of “things” connected to the Internet. Those new connections will create a huge amount of useful data that we can use to transform our processes and radically change the way that stores engage with customers. This next generation combines data, processes, people, and things to create significant new and additional value for the businesses.

Q: Why is IOE so important for retailers?

A: Remember years ago when the Internet came along and retailers said, “It will never take off”? Today’s transition to the Internet of Everything will be even larger and faster than the move to eCommerce or mCommerce, as it is enables rich customer experiences and a new era of operational productivity. IOE helps to optimize low margins and drive profitability by keeping stores ahead of high customer expectations. It accomplishes this by improving productivity through automated operations based on new data sources and sensors combined with smart analytics.

Q: What do you think are the most important topics you’ll discuss at NRF?

A: My goal is to help retailers start to understand the critical opportunity offered by IOE. I think it’s important for retailers to understand these new concepts and see what their competitors are doing. We’ll discuss what they need to do to get their business ready for IOE and how to get started – not just architectures, and connectivity, but how IT needs to rethink data and analytics platforms and how retail businesses can adapt to make the most of the brave new IOE world. To understand the economics of this, check out the white paper Embracing the Internet of Everything.

Time and Place:

“The Internet of Everything: What’s the Art of the Possible in Retail?” with Lisa Fretwell takes place on Monday, Jan. 13, at 2:00-3:00 pm, 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.

I’ll see you at NRF!

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