Digital Transformation And Dynamic Display At The Service
The advent of e-commerce and the exponential success of marketplaces have radically changed consumer purchasing behavior. Despite these transformations, the point of sale remains. He knew how to reinvent himself as part of an omnichannel customer relationship. In this article, we will explain why the latter is the winner of the digital transition and how digital signage at the point of sale can re-enchant the customer experience.
Optimization Of The Point Of Sale Using Digital
Physical stores and online stores are not to be opposed. On the contrary. For a traditional point of sale, going online is a way to expand its customer portfolio and get out of its geographic catchment area. Having a physical space first means offering a showroom for a pure player. It also means developing a meeting place with its customers, partners and influencers to promote its products better and capture a new audience. Indeed, the physical and digital purchasing journeys are undoubtedly different, but they share the same objective: gradually lead the customer to purchase; in both cases:
- The proposed experience adapts to new customer habits by developing new services (digital or not);
- The challenge of collecting customer data is increasingly important to improve knowledge of its target and personalize the experience;
- The physical point of sale is considered a channel in its own right in its contribution to customer relations.
Customer Experiences That Combine Physical And Digital Points Of Sale
To meet the new consumption requirements that customers have developed with digital, points of sale must be creative. In particular, the aim is to encourage the “connected” consumer to go to the end of the purchase. Phygital models, combining digital and physical, have emerged to meet these new challenges:
- Web-to-store: this approach consists of carrying out a set of digital marketing actions that aim to bring the consumer to the physical point of sale and increase sales.
- Click & Collect: the consumer orders his product online and withdraws his purchase from the point of sale. This course particularly favors up-sell or cross-sell.
Innovative Tools To Optimize The Customer Experience
Conversely, digital has taken over physical points of sale to enrich the customer experience. It makes it possible to exploit the benefits of digital in-store (data collection, personalization of the offer, information, etc.) Here are some examples of digital levers that a point of sale can use to optimize the customer journey :
The Mobile App
The sign application is set up by a physical point of sale to attract traffic to the end of the sale. It informs the customer about promotions and serves as a loyalty card. It is to be distinguished from the e-commerce application, which makes it possible to make the purchase directly via the smartphone without going through the point of sale.
The Dematerialized Loyalty Card
It is a crucial support for many loyalty programs. The smartphone is considered the future of the loyalty card, as it facilitates interaction between the brand and the consumer. The dematerialized loyalty card is a feature of the brand’s mobile application.
The “Augmented” Seller
In-store sales assistants are provided with sales support tools to know better and advise customers. For example, he could be equipped with a tablet that will allow him to access customer data and product information and use recommendation tools or even cash customers directly.
Dynamic Display At The Point Of Sale
Digital signage at the point of sale increases sales by at least 20%, according to the POPAI Institute. On the same equipment, it is possible to deliver the message in several formats and reach several targets. The significant advantage: the management of (digitalized) content can be done remotely, which allows points of sale to be more responsive in creating, displaying and replacing communication content.
The interactive kiosk takes digital signage further by integrating the brand’s interactivity requirements. Halfway between the augmented salesperson and the mobile application, the terminal allows customers to obtain personalized information and save time on their purchases. The interactive terminal becomes a sales medium for sellers to support their speech.
Every day, new tools appear, and new consumer habits emerge. The challenge for retailers operating online and through physical distribution is to make the customer experience consistent. Multichannel allows points of sale to reinvent themselves and enrich customer relations. It offers a new shopping experience, mainly a dynamic display at the end of the sale. Will the customer commit? The answer is yes. Provided you think about the buying journey globally and use digital technology wisely.