Cisco Unveils In-Store Mobility Solutions for Retail Industry

    Cisco announced the
    availability of Cisco In-Store Mobility Solutions designed to help
    transform retail store environments. The solutions are an important
    first step in executing Cisco’s mobility vision, also announced today:
    to deliver highly secure, manageable and extensible mobile solutions
    that enable businesses to improve their operations and enhance the
    consumer experience. These offerings are the latest in a series of
    technology solutions that Cisco has unveiled for the retail industry
    this year.

    Cisco In-Store Mobility Solutions integrate Cisco Unified
    Communications and wireless solutions with Cisco Services best
    practices. The foundation of these solutions is the Cisco Unified
    Wireless Network, which helps protect the store environment from
    wireless threats, helps safeguard customer financial information, and
    serves as the platform to deliver mobility applications to employees,
    suppliers and customers, anywhere in the store. For retailers, there are
    several compelling benefits of mobility solutions. First, the customer
    experience is improved with easy access to information and self-service
    capabilities. Also, operations can be streamlined by increasing employee
    responsiveness, curbing inventory losses, reducing costs and creating
    new revenue-generating opportunities.

    “Retailers today are looking for ways to respond more quickly to
    customer demands and improve collaboration among associates and
    customers,” said Ed Jimenez, director of global retail industry
    marketing at Cisco. “Retailers are looking for their infrastructures to
    provide more than just wireless data connectivity: They are looking for
    advanced mobile services such as voice, location capabilities, and the
    delivery of rich media. Cisco’s In-Store Mobility Solutions make this
    possible.”

    Cisco In-Store Mobility Solutions comprise two offerings:
    Cisco In-Store Mobile Voice: The Cisco In-Store Mobile Voice Solution
    improves associate productivity and collaboration by combining Cisco
    Unified Communications and the Cisco Unified Wireless Network to deliver
    mobile voice and data applications through Cisco Unified Wireless IP
    Phone 7921G handsets and a variety of other devices from Cisco partners.
    New, highly secure mobile technologies are enabling retailers to provide
    their store employees with a greater ability to quickly access
    information and collaborate with their co-workers without having to
    leave the sales floor. At the same time, and over the same wireless
    infrastructure, integrated unified communications and innovative
    applications are delivering mobility solutions that help customers build
    new connections between people, places and things. With the Berbee
    PushToTalk application, employees are able to immediately communicate
    with other associates and managers, adding the convenience of a
    walkie-talkie function to a Cisco Unified Wireless IP Phone system.

    “Delivering excellent customer service at any location within the
    store, not just at the checkout, is a key focus for Dick’s Sporting
    Goods,” said Tim Dorsch, the company’s network infrastructure manager.
    “By using mobile technologies such as voice over wireless local-area
    networks, we can improve responsiveness to customer demands and in most
    cases resolve requests without ever leaving the customer.”

    Cisco In-Store Personal Shopper: The Cisco In-Store Mobile Personal
    Shopper combines the Cisco Unified Wireless Network and the MediaCartTM
    solution to produce an interactive shopping cart with a video display
    that enables customer self-service at the point of choice. Retailers can
    deliver promotions, shopping lists, real-time price checking and store
    navigation capabilities directly to the display.

    MediaCart, built on Cisco
    technology, uses passive radio frequency
    identification sensors (provided by ThingMagic) to determine in real
    time a customer’s location and deliver targeted point-of-choice
    advertising to the shopping cart at points where featured products are
    located. MediaCart data analyses provide valuable information to
    retailers, including real-time performance reports about optimal
    messages and customer buying patterns. This information gives retailers
    and vendors insight into which advertisements are effective and allows
    them to change promotions at any time.

    “Retailers are turning to technology to help establish more direct
    connections with their customers,” said Steve Carpenter, CEO of Media
    Cart Holdings. “The Cisco and MediaCart solution cuts through the
    clutter of in-store media to deliver personalized content to the
    shopper, providing a unique opportunity for retailers to influence
    buying behavior at the point of choice and improve customer loyalty.”

    Cisco In-Store Mobility Solutions operate on the Cisco Intelligent
    Retail Network, enabling retailers to quickly implement strategies that
    create a unique consumer experience and differentiate their brands. By
    deploying a solid infrastructure and advanced technologies, retailers
    can better sense and respond to individual customers’ needs. Built on
    the Cisco Service-Oriented Network Architecture framework, a Cisco
    Intelligent Retail Network provides a reliable, flexible and highly
    secure platform for delivering the capabilities needed to compete in the
    world of connected consumers.