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Jon Stine
jostine@cisco.com
Director, Cisco Consulting Services
January 13, 2014

© 2014Cisco and/or its affiliates. All rights reserved.

15.0 NRF

Cisco Public

1
Web-based survey
N = 1,174
Margin of error <3%

Digital Shopping
Behavior Survey

Conducted Nov. 2013
Representative of the U.S.
broadband population by age,
income, region

Source: Cisco Consulting Services, 2013
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

2
1

2

 It’s a matter of trust…

In-store digital
concepts

 …yet, shoppers

 Which brands will mash-

Retail and personal data

generally don’t
 At risk: nearly $100 billion

per annum in incremental
industry IoE value

up the Internet and the
store?
 They’re waiting
 Ahead: an “s-curve” leap

in shopper behavior and
expectations

3
Digital shopper behavior
 1 in 5 shoppers is

now an ÜberDigital
 Say “hello” to the

future…
 …where mobile is the

norm
 Still asking if you need

guest Wi-Fi?

Source: Cisco Consulting Services, 2013
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

3
DIGITAL MASS

ÜBER DIGITALS

80% 18%
Digital
Research
Browse
Purchase
Median Age 40-44

Last Year 11%

Smartphone
Research
Browse
Purchase
Median Age 30-34

Source: Cisco Consulting Services Primary Research, 2013
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

4
The Vast Value
of the Internet of Everything

Internet of
Everything
Retailing
Sense Know Act

North America Retail Unrealized Value at Stake in 2013

DATA FUSION
RIGHT TIME
HYPER-LOCALIZED

Source: Cisco Consulting Services, 2014; n = 1,174
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

5
Select up to three

DIGITAL MASS

ÜBER DIGITALS

80% 18%
46%
38%
30%
30%

Personalized promotions
via touch-screen or smartphone
Personalized products specifically for me
Personalized shopping lists
Personalized service

53%
47%
38%
34%

Source: Cisco Consulting Services Primary Research, 2014
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

6
What if retailers could…

DIGITAL MASS
CAPTURE DATA

Transactions; On-hand inventory on order

ÜBER DIGITALS
TO CREATE

Improved in-stock

69% 27% 42%
Past buys; Store location; On-hand inventory

77% 38%

44% 82%

35%
Personalized digital offers

39%

37%

Store traffic; Orderqueue

No checkout lines

67% 26% 41%

43%

Smartphone in store; Location

37% 74%
37% 80%

In-store way-finding

57% 20% 37%

33%

38% 71%

APPEALING
VERY APPEALING
Source: Cisco Consulting Services, 2013
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

7
Financial
Hospitals,
physicians Institutions,
banks

However:

56%

54%

Credit card
companies

47%

Government
agencies

37%

How much would you trust
these companies/institutions
to protect your personal data
and use it to provide
something you value?

National
retail
brands

31%
Internet
companies

18%

Source: Cisco Consulting Services, 2014; n = 1,174, Percentage answering 7 and above on a 10-point scale 1=not trust at all 10=trust completely
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

8
DIGITAL MASS

ÜBER DIGITALS

Past purchasing history with this brand

57%

59%
Basic information about me (name, age, etc.)

52%

56%
Likes and dislikes (opt-in)

48%

49%
Information from products I am using

27%
TRUST CLIFF

30%

Past purchasing history from other brands

24%

TRUST CLIFF

29%
My location

20%

29%

Source: Cisco Consulting Services, 2013
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

9
Select up to three

DIGITAL MASS

ÜBER DIGITALS

Guaranteed percentage savings on next purchase

52%

51%
Specific dollar savings on my next purchase

52%

53%
World-class privacy policy

39%

31%
Ability to use loyalty points at more than one retailer
TRUST CLIFF

24%

27%

TRUST CLIFF

Admission into a club that receives priority service

11%

18%

Admission into a club that receives priority offers

22%

27%

Source: Cisco Consulting Services, 2013
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

10
DECISION JOURNEY

RESEARCH
PC
In store

DO IT NOW

U.S. 2013

BUY

60%

In store

39%

Online PC

Mobile

In store

Mobile

Online PC

32%

26% 86%

27%

33%

23%
22%

Über Digital 2013

INTERESTED

72%

66%

59%

56%

25% 84%

70%

54%

20% 92%

62%

20% 90%
24% 86%

Click ’n Collect

Kiosk

In store

12%

35%

47%

28%

40% 68%

Source: Cisco Consulting Services, 2013
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

11
What are the three most important sources of information you use to help make buying decisions?
Online reviews retailer website

Friends and family

Online reviews expert sources

60%

58%
52%

Friends,
family

49%

44%
Online
reviews

Store employees

Online Friends, 42%
reviews family Online
experts

29%
Online
experts

Online
reviews

46%

43%

Friends,
Online
family
experts

21%
Store
Assoc.

15%

12%

Store
Assoc.

Store
assoc.

2010

2012

2013

Source: Cisco Consulting Services, 2010-11-12-13, 2010: n = 1004; 2012: n = 1007; 2013: n = 1,174
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

12
How have your expectations for shopping changed over the past two years?

DIGITAL MASS

ÜBER DIGITALS

80% 18%
71%
61%
58%
58%
50%

Better values
Price visibility
Wider range
Information access
Faster

79%
72%
72%
75%
64%

Source: Cisco Consulting Services Primary Research, 2013, percentage responding “very likely” to research a product online
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

13
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

14
Percentage responding frequently or always

1

2

3

4

BEST PERSONAL PRICE

MOBILE CONCIERGE

BEAT THE BUZZER

CONNECT THE DOTS

63%

42%

35%

34%

Opt-In. Smartphone. Scan.

Opt-In. Smartphone.

Gamification.

Gamification.

Calculates all your relevant
offers, coupons, loyalty points.

Greets, guides, provides.

At home or in store.

In-store. Smartphone.

Interest- and location-based
information, offers.

PC or smartphone.

Collect tokens or QR codes
throughout the store.

Your personal price. Now.

Your retail remote control.

Special promotion now
in limited time.

Act now and win!.

Act now and win!
Source: Cisco Consulting Services, 2013 (U.S. data, n= 1,174), percentage responding frequently or always
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

15
Percentage responding frequently or always

5

6

7

8

REMOTE CONSULTATION

ENDLESS AISLE

SOLUTION BUILDER

SOCIAL SHOPPING

31%

29%

29%

21%

Mobile or fixed screen.

Online or in-store.

Online or in-store.

Smartphone. Social.

One-click connect.

Fixed screen and smartphone.

Fixed screen or smartphone.

Post photos. Pin ideas.

No appointment.

See brand’s entire inventory
on desired SKUs.

Suggested project shopping lists.

Send to professionals, friends.

Recipes. Outfits.

Whaddaya think?

Talk to the brand’s best.
What, why, and how.

Nearby stores. Dotcom.
Vendor.

Source: Cisco Consulting Services, 2013, percentage responding frequently or always
© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

16
Thank you.

© 2014Cisco and/or its affiliates. All rights reserved.

Cisco Public

17

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Digital Shopping Behavior Survey Insights

  • 1. Jon Stine jostine@cisco.com Director, Cisco Consulting Services January 13, 2014 © 2014Cisco and/or its affiliates. All rights reserved. 15.0 NRF Cisco Public 1
  • 2. Web-based survey N = 1,174 Margin of error <3% Digital Shopping Behavior Survey Conducted Nov. 2013 Representative of the U.S. broadband population by age, income, region Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 2
  • 3. 1 2  It’s a matter of trust… In-store digital concepts  …yet, shoppers  Which brands will mash- Retail and personal data generally don’t  At risk: nearly $100 billion per annum in incremental industry IoE value up the Internet and the store?  They’re waiting  Ahead: an “s-curve” leap in shopper behavior and expectations 3 Digital shopper behavior  1 in 5 shoppers is now an ÜberDigital  Say “hello” to the future…  …where mobile is the norm  Still asking if you need guest Wi-Fi? Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 3
  • 4. DIGITAL MASS ÜBER DIGITALS 80% 18% Digital Research Browse Purchase Median Age 40-44 Last Year 11% Smartphone Research Browse Purchase Median Age 30-34 Source: Cisco Consulting Services Primary Research, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 4
  • 5. The Vast Value of the Internet of Everything Internet of Everything Retailing Sense Know Act North America Retail Unrealized Value at Stake in 2013 DATA FUSION RIGHT TIME HYPER-LOCALIZED Source: Cisco Consulting Services, 2014; n = 1,174 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 5
  • 6. Select up to three DIGITAL MASS ÜBER DIGITALS 80% 18% 46% 38% 30% 30% Personalized promotions via touch-screen or smartphone Personalized products specifically for me Personalized shopping lists Personalized service 53% 47% 38% 34% Source: Cisco Consulting Services Primary Research, 2014 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 6
  • 7. What if retailers could… DIGITAL MASS CAPTURE DATA Transactions; On-hand inventory on order ÜBER DIGITALS TO CREATE Improved in-stock 69% 27% 42% Past buys; Store location; On-hand inventory 77% 38% 44% 82% 35% Personalized digital offers 39% 37% Store traffic; Orderqueue No checkout lines 67% 26% 41% 43% Smartphone in store; Location 37% 74% 37% 80% In-store way-finding 57% 20% 37% 33% 38% 71% APPEALING VERY APPEALING Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 7
  • 8. Financial Hospitals, physicians Institutions, banks However: 56% 54% Credit card companies 47% Government agencies 37% How much would you trust these companies/institutions to protect your personal data and use it to provide something you value? National retail brands 31% Internet companies 18% Source: Cisco Consulting Services, 2014; n = 1,174, Percentage answering 7 and above on a 10-point scale 1=not trust at all 10=trust completely © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 8
  • 9. DIGITAL MASS ÜBER DIGITALS Past purchasing history with this brand 57% 59% Basic information about me (name, age, etc.) 52% 56% Likes and dislikes (opt-in) 48% 49% Information from products I am using 27% TRUST CLIFF 30% Past purchasing history from other brands 24% TRUST CLIFF 29% My location 20% 29% Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 9
  • 10. Select up to three DIGITAL MASS ÜBER DIGITALS Guaranteed percentage savings on next purchase 52% 51% Specific dollar savings on my next purchase 52% 53% World-class privacy policy 39% 31% Ability to use loyalty points at more than one retailer TRUST CLIFF 24% 27% TRUST CLIFF Admission into a club that receives priority service 11% 18% Admission into a club that receives priority offers 22% 27% Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 10
  • 11. DECISION JOURNEY RESEARCH PC In store DO IT NOW U.S. 2013 BUY 60% In store 39% Online PC Mobile In store Mobile Online PC 32% 26% 86% 27% 33% 23% 22% Über Digital 2013 INTERESTED 72% 66% 59% 56% 25% 84% 70% 54% 20% 92% 62% 20% 90% 24% 86% Click ’n Collect Kiosk In store 12% 35% 47% 28% 40% 68% Source: Cisco Consulting Services, 2013 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 11
  • 12. What are the three most important sources of information you use to help make buying decisions? Online reviews retailer website Friends and family Online reviews expert sources 60% 58% 52% Friends, family 49% 44% Online reviews Store employees Online Friends, 42% reviews family Online experts 29% Online experts Online reviews 46% 43% Friends, Online family experts 21% Store Assoc. 15% 12% Store Assoc. Store assoc. 2010 2012 2013 Source: Cisco Consulting Services, 2010-11-12-13, 2010: n = 1004; 2012: n = 1007; 2013: n = 1,174 © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 12
  • 13. How have your expectations for shopping changed over the past two years? DIGITAL MASS ÜBER DIGITALS 80% 18% 71% 61% 58% 58% 50% Better values Price visibility Wider range Information access Faster 79% 72% 72% 75% 64% Source: Cisco Consulting Services Primary Research, 2013, percentage responding “very likely” to research a product online © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 13
  • 14. © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 14
  • 15. Percentage responding frequently or always 1 2 3 4 BEST PERSONAL PRICE MOBILE CONCIERGE BEAT THE BUZZER CONNECT THE DOTS 63% 42% 35% 34% Opt-In. Smartphone. Scan. Opt-In. Smartphone. Gamification. Gamification. Calculates all your relevant offers, coupons, loyalty points. Greets, guides, provides. At home or in store. In-store. Smartphone. Interest- and location-based information, offers. PC or smartphone. Collect tokens or QR codes throughout the store. Your personal price. Now. Your retail remote control. Special promotion now in limited time. Act now and win!. Act now and win! Source: Cisco Consulting Services, 2013 (U.S. data, n= 1,174), percentage responding frequently or always © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 15
  • 16. Percentage responding frequently or always 5 6 7 8 REMOTE CONSULTATION ENDLESS AISLE SOLUTION BUILDER SOCIAL SHOPPING 31% 29% 29% 21% Mobile or fixed screen. Online or in-store. Online or in-store. Smartphone. Social. One-click connect. Fixed screen and smartphone. Fixed screen or smartphone. Post photos. Pin ideas. No appointment. See brand’s entire inventory on desired SKUs. Suggested project shopping lists. Send to professionals, friends. Recipes. Outfits. Whaddaya think? Talk to the brand’s best. What, why, and how. Nearby stores. Dotcom. Vendor. Source: Cisco Consulting Services, 2013, percentage responding frequently or always © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 16
  • 17. Thank you. © 2014Cisco and/or its affiliates. All rights reserved. Cisco Public 17

Notas del editor

  1. Cisco Consulting Servicesfacebook.com/ciscoconsultingtwitter.com/ciscoconsulting