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TECHNOLOGY PRIMER
GET THE FULL REPORT
The Future of Retail Technology Primer is designed by PSFK
and Cisco to help brands, retailers, and so...
10 PILLARS DELIVERING 

THE NEW SHOPPER EXPERIENCE
ENHANCING THE PURCHASE PATH
01. CREATE CONFIDENCE
02. ELIMINATE OBSTACL...
01

CREATE CONFIDENCE
Providing shoppers with the tools and
advice to help them discover new products
and choose the best ...
Pirch
Test Home Appliances In-Store Before Purchasing
@Pirch
• From entry to exit, shoppers use their devices to interact at will with
personalized store applications.
• Technologies ...
02
ELIMINATE OBSTACLES
Saving customers time and effort
along the purchase path through
streamlined technology and service...
Starbucks Order & Pay
Customers Place Orders And Pay For Coffee Without Having To Wait In Line
@Starbucks
• Employee productivity is the top driver of value for retailers. To
help achieve this goal, stores need to help associate...
03
DEMOCRATIZE ACCESS
Opening the door for consumers to
take advantage of services and
experiences that were previously to...
CVS
Telehealth Consults At Corner Pharmacy
@CVSHealth
• The lower cost and availability of technologies have made
new services and experiences possible.
• This includes setting...
04

RECOGNIZE &
PERSONALIZE
Putting systems in place for
remembering and acting on the
purchase history and preferences
of...
True Religion
Smart Watches Personalize Sales Floor Interactions
@TrueReligion
• CRM systems, data centers, loyalty program data, kiosk
accounts and social media can personalize ads and special
offers ...
05

PROMOTE TRANSPARENCY
Being upfront with consumers about the
policies and processes that underlie the
products and serv...
Target
Transparent Packaging Puts Ingredients First
@FoodFuturecoLAB
• Digital-ready systems are especially important for retailers

under pressure to be transparent about products, with
incr...
06

PERFECT PARTNERSHIPS
Creating additional value for customers
by collaborating with like-minded
companies to deliver ex...
Staples + Workbar
Office Supply Store Creates Co-Working Space
@Staples @Workbar
• While the digital transformation clearly drives customer
and mobile experiences, helping to unify the retail
experience,...
07

OPTIMIZE OWNERSHIP
Building a responsive support
network that provides expert service
and educates consumers after a
p...
Hyundai
AR Manual Provides Easy Car Maintenance Tips
@Hyundai
• Today’s technologies give stores options to help customers
learn more about specific products and services.
• These incl...
08

CULTIVATE COMMUNITY
Creating opportunities for consumers
and fans to come together around the
halo of a brand to build...
Ford
Drivers Co-Lease To Own Cars At A Reduced Cost
@Ford
• Retail relationships that extend across channels – allowing
the customer to interact with your store in every way
possib...
09

ENCOURAGE ADVOCACY
Tapping consumers for their knowledge
and feedback to create opportunities for
them to advocate on ...
CoverFX
Social Media Fans Become Makeup Models
@CoverFX
• Advanced analytics gathered from every corner of the
customer relationship – from camera feeds to social media
- allow r...
10

DELIVER DELIGHT
Providing unexpected perks and
promotions that reenergize
existing relationships and build on
the broa...
Kenneth Cole
Stores Will Open At Any Time For Loyal Shoppers
@KennethCole
• Today’s increasingly immersive technologies put the store’s
offerings right on the consumer’s wrist or phone.
• Customer...
4 PLATFORMS ENCHANCING
THE SHOPPER EXPERIENCE
Cisco’s solutions are designed
to help retailers unlock new
opportunities, c...
READ THE FULL REPORT
The Future of Retail Technology Primer is designed by PSFK
and Cisco to help brands, retailers, and s...
PSFK Labs
42 Bond Street, 6th Floor
New York, NY 10012
PSFK Labs is an innovation consulting
firm. Since 2004, our agency ...
TECHNOLOGY PRIMER
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
PSFK x Cisco Future of Retail: Technology Primer
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PSFK x Cisco Future of Retail: Technology Primer

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Access The Full Report At: psfk.com/cisco-technology-primer

The Future of Retail Technology Primer is designed by PSFK and Cisco to help brands, retailers, and solutions providers go beyond identifying the trends shaping today’s retail landscape and explore solutions that will apply the lessons learned to create a new era of engaging, relevant, and vibrant retail.

Inside you’ll find:
10 pillars delivering the new shopper experience
4 platforms enhancing the shopper experience
Case studies exploring new retail solutions
Introduction to Cisco technologies powering the future of retail

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PSFK x Cisco Future of Retail: Technology Primer

  1. 1. TECHNOLOGY PRIMER
  2. 2. GET THE FULL REPORT The Future of Retail Technology Primer is designed by PSFK and Cisco to help brands, retailers, and solutions providers go beyond identifying the trends shaping today’s retail landscape and explore solutions that will apply the lessons learned to create a new era of engaging, relevant, and vibrant retail. Inside you’ll find: • 10 pillars delivering the new shopper experience • 4 platforms enhancing the shopper experience • Case studies exploring new retail solutions • Introduction to Cisco technologies powering the future of retail Download the Full Report at: psfk.com/cisco-technology-primer
  3. 3. 10 PILLARS DELIVERING 
 THE NEW SHOPPER EXPERIENCE ENHANCING THE PURCHASE PATH 01. CREATE CONFIDENCE 02. ELIMINATE OBSTACLES BUILDING BETTER RELATIONSHIPS 03. DEMOCRATIZE ACCESS 04. RECOGNIZE & PERSONALIZE 05. PROMOTE TRANSPARENCY CREATING A VALUABLE COMMUNITY 06. PERFECT PARTNERSHIPS 07. OPTIMIZE OWNERSHIP 08. CULTIVATE COMMUNITY ELEVATING THE TOP TIER 09. ENCOURAGE ADVOCACY 10. DELIVER DELIGHT
  4. 4. 01
 CREATE CONFIDENCE Providing shoppers with the tools and advice to help them discover new products and choose the best options for their lifestyles and needs.
  5. 5. Pirch Test Home Appliances In-Store Before Purchasing @Pirch
  6. 6. • From entry to exit, shoppers use their devices to interact at will with personalized store applications. • Technologies can help them find desired products, learn more, and grow basket size through targeted advertising, recommendations, and discounts. • Real-time analytics that track the shopper’s product interests, behavior, and browsing patterns. 01
 CREATE CONFIDENCE Technology Applications:
  7. 7. 02 ELIMINATE OBSTACLES Saving customers time and effort along the purchase path through streamlined technology and services.
  8. 8. Starbucks Order & Pay Customers Place Orders And Pay For Coffee Without Having To Wait In Line @Starbucks
  9. 9. • Employee productivity is the top driver of value for retailers. To help achieve this goal, stores need to help associates work more effectively. • Mobile and virtual expert capabilities create a collaborative environment for employees on the store floor, in distribution centers, and in headquarters. • On-demand contact with associates, trainers, and virtual experts helps store staff to be well informed, answer shopper questions more quickly, resolve customer service issues and close the sale. 02
 ELIMINATE OBSTACLES Technology Applications:
  10. 10. 03 DEMOCRATIZE ACCESS Opening the door for consumers to take advantage of services and experiences that were previously too exclusive or expensive.
  11. 11. CVS Telehealth Consults At Corner Pharmacy @CVSHealth
  12. 12. • The lower cost and availability of technologies have made new services and experiences possible. • This includes setting up new branches or temporary or “popup” stores: brands are able to provide experiences to consumers in locations that have previously not been financially or logistically viable. 03
 DEMOCRATIZE ACCESS Technology Applications:
  13. 13. 04
 RECOGNIZE & PERSONALIZE Putting systems in place for remembering and acting on the purchase history and preferences of customers, and tailoring those experiences over time.
  14. 14. True Religion Smart Watches Personalize Sales Floor Interactions @TrueReligion
  15. 15. • CRM systems, data centers, loyalty program data, kiosk accounts and social media can personalize ads and special offers to the shopper’s device. • These technologies improve loyalty programs by offering unique rewards and experiences to a top-tier group of customers and influencers, to generate excitement and grow broader appeal. 04
 RECOGNIZE & PERSONALIZE Technology Applications:
  16. 16. 05
 PROMOTE TRANSPARENCY Being upfront with consumers about the policies and processes that underlie the products and services that they’re buying into.
  17. 17. Target Transparent Packaging Puts Ingredients First @FoodFuturecoLAB
  18. 18. • Digital-ready systems are especially important for retailers
 under pressure to be transparent about products, with increased attention to quality and delivery. • Media-enhanced packaging may connect customers to a website that tells the story of how a food product was produced and its environmental impact. 05
 PROMOTE TRANSPARENCY Technology Applications:
  19. 19. 06
 PERFECT PARTNERSHIPS Creating additional value for customers by collaborating with like-minded companies to deliver expanded offerings.
  20. 20. Staples + Workbar Office Supply Store Creates Co-Working Space @Staples @Workbar
  21. 21. • While the digital transformation clearly drives customer and mobile experiences, helping to unify the retail experience, it also has an important part in store operations, the supply chain, and joint operations with partners. • This helps retailers to work more effectively in complex relationships to give partners the secure information- sharing they require. 06
 PERFECT PARTNERSHIPS Technology Applications:
  22. 22. 07
 OPTIMIZE OWNERSHIP Building a responsive support network that provides expert service and educates consumers after a purchase is made.
  23. 23. Hyundai AR Manual Provides Easy Car Maintenance Tips @Hyundai
  24. 24. • Today’s technologies give stores options to help customers learn more about specific products and services. • These include video access to a specialist from a centralized pool or contact center. Experts are available on the shopper’s mobile device, the website, or at an in-store station, providing training, answering questions, and offering up-sell and upgrade opportunities. • Such “endless aisle” experiences increase conversion by allowing consumers to look at all available products without being limited to on-site selections. 07
 OPTIMIZE OWNERSHIP Technology Applications:
  25. 25. 08
 CULTIVATE COMMUNITY Creating opportunities for consumers and fans to come together around the halo of a brand to build value on top of existing products and services.
  26. 26. Ford Drivers Co-Lease To Own Cars At A Reduced Cost @Ford
  27. 27. • Retail relationships that extend across channels – allowing the customer to interact with your store in every way possible – are the ones that will last. • In this way, today’s new technologies help to build a community of loyal and committed shoppers. 08
 CULTIVATE COMMUNITY Technology Applications:
  28. 28. 09
 ENCOURAGE ADVOCACY Tapping consumers for their knowledge and feedback to create opportunities for them to advocate on your behalf.
  29. 29. CoverFX Social Media Fans Become Makeup Models @CoverFX
  30. 30. • Advanced analytics gathered from every corner of the customer relationship – from camera feeds to social media - allow retailers to understand customers better while remaining sensitive to their privacy. • By tracking in- store buying habits, dwell times, product preferences, location preferences, and many other metrics, stores can offer discounts, promotions, and other opportunities that will in turn encourage them to advocate for the brand. 09
 ENCOURAGE ADVOCACY Technology Applications:
  31. 31. 10
 DELIVER DELIGHT Providing unexpected perks and promotions that reenergize existing relationships and build on the broader brand promise.
  32. 32. Kenneth Cole Stores Will Open At Any Time For Loyal Shoppers @KennethCole
  33. 33. • Today’s increasingly immersive technologies put the store’s offerings right on the consumer’s wrist or phone. • Customers can be given the opportunity to interact with products or information displays, or even take actions that impact the product display, the store zone, or the entire store environment. 10
 DELIVER DELIGHT Technology Applications:
  34. 34. 4 PLATFORMS ENCHANCING THE SHOPPER EXPERIENCE Cisco’s solutions are designed to help retailers unlock new opportunities, create differentiation, and build a platform for experimentation. CONSUMER MOBILE EXPERIENCE Transforming mobile data into contextual consumer activations UNIFIED RETAIL PLATFORM 
 Consolidating retail operations into a centralized hub ASSOCIATE PRODUCTIVITY 
 Creating digital connections between consumers and employees SECURITY
 Protecting consumer and company data
  35. 35. READ THE FULL REPORT The Future of Retail Technology Primer is designed by PSFK and Cisco to help brands, retailers, and solutions providers go beyond identifying the trends shaping today’s retail landscape and explore solutions that will apply the lessons learned to create a new era of engaging, relevant, and vibrant retail. Inside you’ll find: • 10 pillars delivering the new shopper experience • 4 platforms enhancing the shopper experience • Case studies exploring new retail solutions • Introduction to Cisco technologies powering the future of retail Download the Full Report at: psfk.com/cisco-technology-primer
  36. 36. PSFK Labs 42 Bond Street, 6th Floor New York, NY 10012 PSFK Labs is an innovation consulting firm. Since 2004, our agency team has helped global corporations concept better products, services, communications and experiences. Our researchers, analysts and designers leverage a unique research process with unparalleled access to experts to identify and develop new business opportunities for brands. In addition to our client work, PSFK Labs oversees the innovation portal PSFK.com and produces a series of reports, workshops and events that inspire creative professionals in their work. LABS ABOUT PSFK ABOUT CISCO For more than 30 years, Cisco has been a technology leader in the retail industry, numbering many of the world’s major stores and hotels among its customers. It is the world’s largest networking provider, providing innovative technologies to support connectivity, automation, collaboration, mobility, and other powerful business capabilities in highly secured environments. Cisco drives digital transformation across today’s business, helping them take advantage of the next generation of retail opportunities. Cisco 170 Tasman Drive San Jose, CA 95134
  37. 37. TECHNOLOGY PRIMER
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Access The Full Report At: psfk.com/cisco-technology-primer The Future of Retail Technology Primer is designed by PSFK and Cisco to help brands, retailers, and solutions providers go beyond identifying the trends shaping today’s retail landscape and explore solutions that will apply the lessons learned to create a new era of engaging, relevant, and vibrant retail. Inside you’ll find: 10 pillars delivering the new shopper experience 4 platforms enhancing the shopper experience Case studies exploring new retail solutions Introduction to Cisco technologies powering the future of retail

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