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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 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
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
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.
Pirch
Test Home Appliances In-Store Before Purchasing
@Pirch
PSFK x Cisco Future of Retail: Technology Primer
• 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:
02
ELIMINATE OBSTACLES
Saving customers time and effort
along the purchase path through
streamlined technology and services.
Starbucks Order & Pay
Customers Place Orders And Pay For Coffee Without Having To Wait In Line
@Starbucks
PSFK x Cisco Future of Retail: Technology Primer
• 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:
03
DEMOCRATIZE ACCESS
Opening the door for consumers to
take advantage of services and
experiences that were previously too
exclusive or expensive.
CVS
Telehealth Consults At Corner Pharmacy
@CVSHealth
PSFK x Cisco Future of Retail: Technology Primer
• 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:
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.
True Religion
Smart Watches Personalize Sales Floor Interactions
@TrueReligion
PSFK x Cisco Future of Retail: Technology Primer
• 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:
05

PROMOTE TRANSPARENCY
Being upfront with consumers about the
policies and processes that underlie the
products and services that they’re buying into.
Target
Transparent Packaging Puts Ingredients First
@FoodFuturecoLAB
PSFK x Cisco Future of Retail: Technology Primer
• 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:
06

PERFECT PARTNERSHIPS
Creating additional value for customers
by collaborating with like-minded
companies to deliver expanded offerings.
Staples + Workbar
Office Supply Store Creates Co-Working Space
@Staples @Workbar
PSFK x Cisco Future of Retail: Technology Primer
• 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:
07

OPTIMIZE OWNERSHIP
Building a responsive support
network that provides expert service
and educates consumers after a
purchase is made.
Hyundai
AR Manual Provides Easy Car Maintenance Tips
@Hyundai
PSFK x Cisco Future of Retail: Technology Primer
• 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:
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.
Ford
Drivers Co-Lease To Own Cars At A Reduced Cost
@Ford
PSFK x Cisco Future of Retail: Technology Primer
• 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:
09

ENCOURAGE ADVOCACY
Tapping consumers for their knowledge
and feedback to create opportunities for
them to advocate on your behalf.
CoverFX
Social Media Fans Become Makeup Models
@CoverFX
PSFK x Cisco Future of Retail: Technology Primer
• 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:
10

DELIVER DELIGHT
Providing unexpected perks and
promotions that reenergize
existing relationships and build on
the broader brand promise.
Kenneth Cole
Stores Will Open At Any Time For Loyal Shoppers
@KennethCole
PSFK x Cisco Future of Retail: Technology Primer
• 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:
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
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
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
TECHNOLOGY PRIMER

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PSFK x Cisco Future of Retail: Technology Primer

  • 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. 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. 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. Pirch Test Home Appliances In-Store Before Purchasing @Pirch
  • 7. • 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:
  • 8. 02 ELIMINATE OBSTACLES Saving customers time and effort along the purchase path through streamlined technology and services.
  • 9. Starbucks Order & Pay Customers Place Orders And Pay For Coffee Without Having To Wait In Line @Starbucks
  • 11. • 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:
  • 12. 03 DEMOCRATIZE ACCESS Opening the door for consumers to take advantage of services and experiences that were previously too exclusive or expensive.
  • 13. CVS Telehealth Consults At Corner Pharmacy @CVSHealth
  • 15. • 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:
  • 16. 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.
  • 17. True Religion Smart Watches Personalize Sales Floor Interactions @TrueReligion
  • 19. • 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:
  • 20. 05
 PROMOTE TRANSPARENCY Being upfront with consumers about the policies and processes that underlie the products and services that they’re buying into.
  • 21. Target Transparent Packaging Puts Ingredients First @FoodFuturecoLAB
  • 23. • 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:
  • 24. 06
 PERFECT PARTNERSHIPS Creating additional value for customers by collaborating with like-minded companies to deliver expanded offerings.
  • 25. Staples + Workbar Office Supply Store Creates Co-Working Space @Staples @Workbar
  • 27. • 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:
  • 28. 07
 OPTIMIZE OWNERSHIP Building a responsive support network that provides expert service and educates consumers after a purchase is made.
  • 29. Hyundai AR Manual Provides Easy Car Maintenance Tips @Hyundai
  • 31. • 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:
  • 32. 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.
  • 33. Ford Drivers Co-Lease To Own Cars At A Reduced Cost @Ford
  • 35. • 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:
  • 36. 09
 ENCOURAGE ADVOCACY Tapping consumers for their knowledge and feedback to create opportunities for them to advocate on your behalf.
  • 37. CoverFX Social Media Fans Become Makeup Models @CoverFX
  • 39. • 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:
  • 40. 10
 DELIVER DELIGHT Providing unexpected perks and promotions that reenergize existing relationships and build on the broader brand promise.
  • 41. Kenneth Cole Stores Will Open At Any Time For Loyal Shoppers @KennethCole
  • 43. • 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:
  • 44. 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
  • 45. 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
  • 46. 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