Study Highlights a New Generation of Digitally-Rich, Easy-to-Use, Technology-Based Experiences That Make It Easy for Consumers to Buy More Both in the Store and Online
NEW YORK, NY--(Marketwire - Jan 16, 2012) - National Retail Federation 101th Convention & Expo, Booth 851 -- A Cisco® (
The study revealed three specific shopping behaviors: (1) the influence that digital content has on consumer buying decisions, (2) how consumers engage in cross-channel shopping behavior, and (3) how consumers use technology while shopping. In addition, the survey polled shoppers about what kinds of technology-based experience prototypes they would like to use in stores. These cross-technology experiences, also known as "mashops" get their name because they "mash up" the virtual and physical worlds to create a new way to shop.
Influence of Online and Off-Line Information Sources
The survey found that digital content can frequently trigger consumers to buy. Bringing online digital content into the store is especially powerful in influencing buying decisions at the point of sale.
Cross-Channel Shopping Behavior
Internet ubiquity, personal technology adoption, and e-commerce growth have produced a new consumer behavior -- cross-channel shopping. In this environment, consumers hop from one channel to another throughout the shopping journey looking for the best deal. For retailers that have achieved success through traditional practices (price, product, promotion and placement), cross-channel shopping demands a new approach to win customers.
The survey discovered that cross-channel shopping behavior is prevalent and desired by most consumers, with nearly 74 percent of all respondents conducting online research before making in-store purchasing decisions.
Technology-Based Experiences
The survey also explored the types of innovative experiences retailers could provide to meet these new consumer behaviors by asking participants about five technology-based experiences they may want to use during the course of their shopping. The feedback shows how consumers want to use technology to make more informed and quicker decisions at point-of-purchase.
Immersive Experiences -- The survey asked shoppers about their use of a more immersive shopping experience, where by standing in front of a large, full-length screen, they could select and "try on" clothing and accessories virtually. They also could view items such as furniture, lighting, and blinds in a virtual room setting.
Product Viewer -- This technology-based experience provides shoppers with a large, interactive display to browse or look for specific products. The screen shows "go withs," customer ratings, "likes," and directions to products within the store. The most popular features included:
Shelf Help -- Shoppers were asked about what information they preferred to have delivered either through interactive digital displays at the shelf level, or via an employee's tablet or shopper's smartphone. With this option, they could receive expert advice through self-service guided selling or via video-chat with a remote expert.
Personal Mobile Shopper -- Retailers could also provide shoppers with a personal greeting on their mobile devices as they entered the store, and customized offers based on past transactions as well as "likes" on the retailer's Facebook page.
Shoppers Favorites -- Finally, shoppers were asked about how they would use a large in-store, high-definition, and constantly-updated display that showed new products, top sellers, and most "liked." products within the store.
Cisco at NRF 101th Annual Convention & Expo
Visit Cisco Retail at NRF 2012 to experience technology and demonstrations that are "Built for Retail, Built for You." These solutions enable retailers to meet shoppers' needs wherever and however they want to shop. Cisco helps retailers transform the customer experience regardless of the channel used, optimize employee productivity to better serve shoppers, and do it all with a high degree of security and lower IT costs.
Demonstrations include:
Cisco executives will be participating in a Big Idea presentation at NRF:
Supporting Quotes:
Lindsay Parker, global retail industry director, Cisco
"Today's shoppers are merging their online and offline behaviors while shopping, and simultaneously leveraging technology to help them find what they want, when they want and how they want it. Retailers who want to succeed, must offer consumers an immersive shopping experience regardless of channels and consumers technology preference."
Lisa Fretwell, senior director, Cisco Internet Business Solutions Group (IBSG)
"The key for retailers' survival is to reinvent the store by bringing online content into store and creating engaging, personal, and emotional experiences that encourage shoppers to buy. It's about capturing shoppers' 'feet and fingertips' right in the store with digital content and experiences. We call it a 'catch 'em and keep 'em' strategy, getting both footfall and fingertips from shoppers to drive sales."
Supporting Resources:
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