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The Cisco <\/span>S<\/span>tore <\/span>uses<\/span> unified security and <\/span>o<\/span>bservability <\/span>platform<\/span> to turn data into actionable insights and enable strategic decision making t<\/span>hat<\/span> improve<\/span>s<\/span> purchase conversions<\/span> for in-store visitors<\/span>.<\/span><\/span>\u00a0<\/span><\/em><\/p>\nIn today\u2019s data-driven world, businesses across all industries face the same dilemma: <\/span>we\u2019re generating mountains of data that hold exciting potential, but struggle to effectively harness it<\/span><\/i>. This challenge is largely due to an inability to centrally monitor diverse data sources across increasingly complex technology environments.<\/span>\u00a0<\/span><\/p>\nFor those of us in brick-and-mortar retail, this is especially true. We\u2019re not just dealing with data complexity \u2013 we\u2019re also working to protect customer information, optimize physical spaces and inventory, <\/span>and<\/span><\/i> keep pace with the analytics advantages of e-commerce.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\nAt the Cisco Store, we grappled with all these same issues. Most recently, we turned our focus on how to bridge the gap with e-commerce to bring online-level analytics and customer insights into our physical store environments. We wanted to know: <\/span>How do we gain the same depth of understanding about our in-store customers that we have about our online shoppers?<\/span><\/i><\/p>\nAbout the Cisco Store: More than just merch<\/h2>\n Cisco Store<\/span><\/span> is<\/span> the official merchandiser for Cisco branded apparel and accessories. We <\/span>operate<\/span> both online and through physical retail spaces, including two permanent locations and various pop-up traveling stores that appear at Cisco Live and other industry events worldwide.<\/span><\/span>\u00a0<\/span><\/p>\nBy tapping into the power of Cisco\u2019s broad portfolio, we discovered a unique opportunity to revolutionize our brick-and-mortar retail experience. This inspiration led to the Cisco Store Tech Lab \u2013 a retail technical showcase environment that demonstrates the full power of Cisco and partner technologies.<\/span>\u00a0<\/span><\/p>\nThe Cisco Store Tech Lab has evolved into a common testing environment and \u201ccustomer zero\u201d for groundbreaking innovations from Cisco product teams. In our role as customer zero role, we deploy and test emerging solutions before customer general release, providing critical feedback that enables product teams to enhance their offerings for optimal customer satisfaction.<\/span>\u00a0<\/span><\/p>\nThe roadblocks that inspired our transformation<\/h2>\n Over the years, our technology stack evolved into a sophisticated yet complex system that generates vast amounts of data from <\/span>various <\/span>solutions and devices. This was the root of our data problem \u2013 we saw the exciting potential of this <\/span>data<\/span>,<\/span> but<\/span> lacked the ability to turn it into strategic insights. <\/span>This resulted in <\/span>other<\/span> challenges:<\/span><\/span><\/p>\n\nCustomer visibility and analytics: <\/span><\/b>We were<\/span> uncertain of the demographics of store visitors which created challenges in determining how to optimize inventory and floor plans, as well as how to personalize experiences.<\/span>\u00a0<\/span><\/li>\nInventory management<\/span><\/b>: We were experiencing fluctuating demand and insufficient visibility into stock levels at travel pop-up travel stores and wanted a way to optimize product availability and minimize sales loss.\u00a0<\/span>\u00a0<\/span><\/li>\nIT complexity:<\/span><\/b> With our Cisco Store Tech Lab producing all this data, we needed a way to simplify the monitoring to know in real-time when and where IT issues <\/span><\/span><\/span>occur<\/span><\/span><\/span>. <\/span>\u00a0<\/span><\/li>\n<\/ul>\nWe needed a way to gain unified visibility across a variety of data sources within our environment. Splunk enabled us to consolidate these diverse data sources into a single, cohesive view and obtain real-time insights, empowering us to achieve our goal of bringing online-level analytics to our physical store environments.<\/p>\n
Overcoming roadblocks: The solutions that paved the way to success<\/h2>\n We<\/span> implemented <\/span>several <\/span>Splunk solutions that transformed how we <\/span>efficiently <\/span>gather, analyze, and leverage data across our retail ecosystem. These <\/span>observability<\/span> solutions <\/span>integrate with the rest of our technology stack to create a <\/span>comprehensive<\/span> monitoring system that bridges the analytics gap between our online and physical stores:<\/span><\/span>\u00a0<\/span><\/p>\n\n<\/span> Consolidate<\/span>s<\/span> diverse data sources into a single view and enables creation of custom dashboards that offer actionable insights to enhance decision making in areas such as store operations, infrastructure performance, inventory management, customer analytics, and security.<\/span> <\/span><\/li>\n<\/ul>\n\u00a0\nSplunk IT Service Intelligence (ITSI)<\/span>:<\/span><\/span> Uses a broad range of data in the Splunk platform <\/span>to <\/span>p<\/span>rovide <\/span>a holistic<\/span> and interactive<\/span> view of the <\/span>Cisco<\/span> Store operations and technology stack. This allows for setup of custom KPIs\/thresholds (POS times, carbon monoxide, noise levels, etc.) and simple monitoring of health and performance, enabling fast identification and resolution of areas needing attention.<\/span><\/span><\/li>\n<\/ul>\n\nSplunk Real User Monitoring (RUM)<\/span>:<\/span><\/span><\/span> This capability <\/span>provides<\/span> comprehensive, end-to-end visibility into web application user experiences, enabling our team to quickly <\/span>identify<\/span> and troubleshoot issues <\/span>\u2013<\/span> including a <\/span>where we leveraged historical monitoring data to promptly notify affected customers and minimize damage.<\/span> <\/span>\u00a0<\/span><\/span>: <\/span><\/span>Processes data locally in real-time for areas such as inventory and stocking. This local processing ensures continuity <\/span>in the event of<\/span> a network outage and is particularly helpful for pop-up and travel stores where internet access might be unreliable.<\/span><\/span><\/li>\n<\/ul>\nThe deployment process: Setting up Splunk for real-time insights and strategic impact<\/h2>\nStep 1: Deciding which devices and solutions to integrate first<\/span><\/h3>\nWe first determined which aspects of our tech stack to integrate into Splunk. We prioritized based on impact to customer experience and strategic value to the store including these core systems:\u00a0<\/span><\/p>\n\nPoint-of-sales systems: Critical for transaction monitoring and identifying bottlenecks in the purchase process.<\/span><\/li>\nSmart Building Technology:\u00a0 Meraki Smart Cameras and Sensors<\/span> provided valuable data on store traffic patterns and environmental conditions.<\/span><\/li>\nNetwork infrastructure: Essential for ensuring connectivity and optimal performance across all systems.<\/span><\/li>\n<\/ul>\nBy focusing on these core systems, we could establish a foundation that would provide immediate value while allowing for future expansion.<\/span>\u00a0<\/span><\/p>\nStep 2: Setting up and feeding data into Splunk Enterprise\u00a0<\/span><\/h3>\nWith our priorities established, we began the process of feeding data into Splunk Enterprise. This involved:<\/p>\n
\nInstallation: With the help of Splunk Validated Architectures, we installed Splunk Enterprise on our server and ensured it met all the hardware and software prerequisites.<\/span><\/li>\nData connectors: Using Splunk\u2019s intuitive interface, we used Splunk\u2019s Technology Add-ons, available in <\/span><\/span>Splunkbase<\/span><\/span><\/span>, to establish connections with our chosen devices. This involved specifying the data source type, such as syslog or network devices and SNMP protocols for network devices to ensure smooth data collection.\u00a0<\/span><\/li>\nSplunk Universal Forwarders: These were installed on remote devices to gather and forward data to our Splunk deployment, enabling efficient data collection from endpoints that are not directly connected to the server. \u00a0<\/span><\/li>\nCollection protocols and sampling rates: Based on device data types, we determined appropriate sampling rates to ensure a balanced approach between the volume of data collected and the level of detail needed for insightful analysis.<\/span>\u00a0<\/span><\/li>\n<\/ol>\nStep 3: Customizing dashboards<\/span><\/h3>\nOnce we had our data flowing into Splunk, it was time visualize the insights through custom dashboards.<\/p>\n
\nDashboard creation: Using <\/span>Splunk Dashboard <\/span>Studio<\/span>, we created dashboards tailored to display key metrics such as network traffic patterns, device health, and security alerts.\u00a0<\/span><\/li>\nCustomization: We customized the dashboards with various visualization panels like charts and graphs, making the information more comprehensive based on the intent of the data.<\/span><\/li>\nAlerts and thresholds: Initial alerts and thresholds were configured to trigger notifications based on data patterns and operational norms.<\/span><\/li>\n<\/ol>\nStep 4: Monitoring Analytics for strategic decision-making<\/span><\/h3>\nWith our dashboards in place, we began using the platform to actively monitor our operations and inform strategic decisions. This wasn\u2019t just about passive monitoring \u2013 it was about generating insights that lead to actions and continuously evolving and improving.<\/p>\n
Transformative results that redefined our success<\/h2>\n The implementation of Splunk across our technology ecosystem did not disappoint. Within just a year we\u2019ve seen remarkable results. Most significantly, we\u2019ve achieved our primary mission: bringing online-level analytics to our physical stores.<\/p>\n
\nStrengthened operational efficiency<\/span><\/b>: We now have full visibility into our entire technology ecosystem, from back-office systems to in-store devices. This comprehensive monitoring of our complex, interconnected technologies give us a granular understanding of system interdependencies and potential failure points, allowing for proactive management.<\/span><\/li>\nImproved network reliability<\/span><\/b>: Critical insights into network health enable us to proactively address connectivity challenges to ensure reliable store operations and optimal customer interactions. The reduction in WiFi bandwidth consumption achieved through Splunk Edge Hub has been particularly beneficial for our traveling stores.<\/span><\/li>\nReal-time monitoring and visibility<\/span><\/b>: With real-time monitoring and end-to-end visibility into user experiences, we can quickly identify and troubleshoot issues.\u00a0 When faced with a cybersecurity incident, the Splunk Real User Monitoring capability was especially valuable by enabling us to promptly notify affected users and minimize damage.<\/span><\/li>\nElevated customer experience<\/span><\/b>: Our improved understanding of customer engagement patterns through custom dashboards allows us to optimize store layouts and create more personalized interactions. The ability to monitor and lower point-of-sale transaction times also directly enhances the customer shopping experience.<\/span><\/li>\nStrengthened digital resilience: <\/span><\/b>With the collective use of these Splunk solutions, the Cisco Store is equipped with comprehensive visibility to detect and investigate issues earlier and have better data access and control, allowing us to quickly identify and remediate issues. Additionally, the team can now correlate IT service health with business KPIs and reduce noise by grouping related alerts.<\/span><\/li>\nIncreased revenue: <\/span><\/b>Enhanced inventory management strategies and improved customer insights have contributed directly to revenue growth of 40% year-over-year. By minimizing stock outages and better anticipating customer needs, we\u2019ve significantly reduced missed sales opportunities.<\/span>\u00a0<\/span><\/li>\n<\/ul>\nThe transformation we\u2019ve experienced through integrating Splunk into our tech tack has been game changing. What began as a solution to data visibility challenges has evolved into a comprehensive platform that enhances every aspect of our retail operations.<\/span>\u00a0<\/span><\/p>\nOur journey with Splunk represents the future of retail analytics\u2014where physical and digital channels are no longer separate domains but part of a continuous, data-rich environment that enables truly informed decision-making. As we continue to iterate and expand our use of these tools, I\u2019m excited to see how far we can push the boundaries of what is possible in modern retail.<\/span>\u00a0<\/span><\/p>\n\u00a0<\/p>\n
Additional Resources:<\/h3>\n\nRead the Cisco Store <\/span>success story<\/span> to discover more ways we are redefining our retail success<\/span>\u00a0<\/span><\/li>\nTo get more information about how the Cisco Store is using Smart building technology, read this <\/span>blog post<\/span>\u00a0<\/span><\/li>\n
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