Cisco Research: Hyper-Relevance Is Key To Winning Digital Shoppers

The modern, digital consumer expects a rich retail experience that provides value and convenience across all channels. To dive deeper into these shopper preferences and identify the potential value of the Internet of Things (IoT) and Internet of Everything (IoE), Cisco surveyed 1,240 U.S. and UK consumers. The research is part of an ongoing global study that will accumulate responses from 6,000 consumers across 10 countries. 

By embracing mobile marketing tools and technologies, retailers have the opportunity to create richer and more contextual experiences, according to the report, titled: Winning The New Digital Consumer With Hyper-Relevance.

After all, consumers are relying more on their personal mobile devices to access product and brand information: 73% of consumers use their smartphones to scan products for special customized offers and promotions while in a store. Additionally, consumers use augmented reality apps to locate items on their shopping lists (63%) and to receive information about products (57%).


Consumers also expect retailers to provide digital tools and resources to make their in-store shopping experiences more seamless and enjoyable. The majority (77%) of consumers said they want digital signs at each checkout line to provide estimated wait times. Even further, 67% said they want to view tailored offers while roaming through the store, and obtain information about the location of a product in the store. 

“Of the $14.4 trillion in IoE value for the private sector, $1.5 trillion is there for retailers,” Joseph Bradley, VP and Founder of the IoT and IoE Practice at Cisco. “The key to capturing this value is realizing that digital consumers aren’t static — they’re dynamic. And IoE’s connections between people process, data, and things now enable retailers to engage with customers on their terms — whether rushing through the airport to catch a flight or spending more time than usual in the shampoo aisle.”

Despite the value of mobile tools and digital signage, order delivery and pickup options also are top-of-mind for consumers. More than half (57%) of consumers said they order products online and then pick them up in person using a drive-through lane at the store. While 53% of consumers reported paying $5 for same-day delivery for online orders, 40% preferred to pick up online orders from a secure locker at a convenient location. 

Click here to download the full report.

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