F&F INSPIRED

Helen Fridell

Senior Consultant, Cisco Consulting Services

September 2014

Head of Multichannel, F&F Clothing Online

Andy Beale

2© 2013-2014 Cisco and/or its affiliates. All rights reserved.

Inspiring and engaging F&F customers is key to

understanding their behaviour and developing new online

and in-store services and developing a successful

multichannel strategy.

Working with Cisco Consulting and an eco-system of niche

partners has helped F&F bring concepts to life in live pilots

exploring innovative ways to communicate with customers

to serve them better.

3© 2013-2014 Cisco and/or its affiliates. All rights reserved.

The Customer Evolution

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Shoppers are Digital. And Increasingly So in 2014

Last Year 11%

Source: Cisco Consulting Services Primary Research, 2013

DIGITAL MASS

80%

Digital

Research

Browse

Purchase

Median Age 40-44

ÜBER DIGITALS

18%

Smartphone

Research

Browse

Purchase

Median Age 30-34 Millennials Growing up

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Mobile Shopping Behavior Quickly Becoming Ubiquitous

Source: Cisco Consulting Services, 2013, percentage of respondents doing now or interested in doing

DIGITAL MASS

81%

ÜBER DIGITALS

18%

PC at home

Phone in store

Tablet at home

Phone on the go

Phone at home

Touch-screen in store

97%

60%

66%

62%

62%

65%

99%

100%

95%

90%

91%

82%

Last Year 11%

Last Year

54%

57%

Percentage of respondents doing now or interested in doing

2011: 36%2011: 20%

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Shoppers Want Personalised Experiences

Source: Cisco Consulting Services Primary Research, 2014

DIGITAL MASS

80%

ÜBER DIGITALS

18%

30%

46%Personalized promotions

via touch-screen or smartphone

Personalized products specifically for me

Personalized shopping lists

Personalized service

38%

30%

38%

53%

47%

34%

Select up to three

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1 2 3 4

53% 53% 50% 50%

Automated

pick-upProduct selector

Personal mobile

shoppingDesign center

A locker to

pick-up your purchase from a store

using a unique code

View entire product ranges and

detailed information about specific

products to help you decide what

to buy

Use mobile device

in store to get offers and

coupons; scan product code for

online product information,

ratings, reviews, etc.

Select, configure, arrange

products, to meet needs and

create design / solution

Do it Consider it Ignore itSource: CCS, 2012-13 Survey

Seven In-Store Concepts:Top 4 with the level of interest in “doing it”

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5 Customer Mandates for F&F

• Personalisation and CurationWhat I want

• Payment and ChannelThe way I want it

• Convenience and FrequencyWhen I want it

• Quality, Easy to Use, HelpfulMake me love it

• Social and User Generated ContentHelp me tell my friends about

it

9© 2013-2014 Cisco and/or its affiliates. All rights reserved.

Accelerated Innovation

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Retail

Information

TechnologyStandards

Systems

ImmersiveRetailing

Digitized Interactions

Data Science

NetworkedRetailing

Digitize businessprocesses

Internet ofEverything

RetailingSense Know Act

Investing in Innovation in Retail

Intelligent Connections

Bu

sin

es

s a

nd

So

cie

tal Im

pa

ct

Source: Cisco Consulting Services primary research, 2013; Forrester, 2012; National Retail Federation, 2012

DATA FUSION

RIGHT TIME

HYPER-LOCALIZED

OMNICHANNEL

INNOVATION

INVESTMENT

LEADERSINNOVATION

INVESTMENT

FEWINNOVATION

INVESTMENT

MOST

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Moving Insights to Action: Making Innovation Happen

Develop ideas to disrupt the Industry and drive new growth

Design fresh solutions for new and existing new business challenges.

Demonstrate tangible business results quickly through proto-typing

and testing.

Embed innovation capability into the business and designing for scale.

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Bringing Innovation to Life

Assess

Opportunity

Value

Concept

Ideation

Rapid

Prototyping

Sustainable

Business

Outcomes

Data

People Process

Things

Determine the value of

opportunities and prioritize

“challenge” areas.

Generate new options, ideate

around new concepts and

prioritize outcomes.

Embed innovation and

solutions in the business to

drive growth.

Experiment and prototype new

solutions with rapid

technology enablement.

And Questions?

Thank You