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!