To survive in the face of e-commerce, physical points of sale must take into account consumer expectations. The challenge is to attract them to the store to give them an experience that they could not find online. It must be redesigned to facilitate the customer journey, satisfy them and retain them. If digital tools - tablets, digital signage or interactive terminals - re-enchant the act of purchase, it is urgent to exploit the customer data collected at each point of contact. Discover the brands that offer a new experience in their connected store and deploy digital strategies that increase their attractiveness tenfold.
An unforgettable sales experience thanks to the connected store
Today's consumer can access a wealth of information and can buy in one click; if the idea is to offer a physical experience similar to digital, the challenge is to shorten the steps and streamline sales within the connected store.
Web-to-store to counter showrooming
The disaffection of customers in stores has prompted retailers to initiate web-to-store strategies, i.e. the art of generating qualified traffic in stores. The website should invite discovery on site and vice versa. But how do you do it? Establishments must create a connected store, part of an ecosystem that fights against showrooming - a practice that consists in coming to the store for information before buying online. By adding Internet to stores, retailers are offering a new experience, such as the Miliboo brand, which specializes in the sale of furniture. Customers who go to his connected store can experience 3D immersion using virtual reality headsets, personalize furniture using touch screens and take a tour equipped with Google Glasses.
Knowledgeable and hyper-connected salespeople
The seller must be able to deliver exhaustive information and personalized advice, but also cash in to show a quality of service equal to that of the web. This essential condition requires equipping your staff with tablets that offer access to the customer file and the sales terminal. In-store CRM - access and exchange with the brand's customer database in connected store - makes it possible to enrich the customer relationship; saving time and wise advice, the seller brings added value. This is what Apple and Sephora brands have deployed in their stores, and it seems to be succeeding.
In-store flow management
Digital technology is a solution to streamline traffic and automate tasks within the reach of consumers, the proof with the McDonald's chain: the flight of their customers discouraged from not being able to be served quickly made them react. Thanks to interactive terminals, the brand allows the customer to place an order and pay directly, before picking it up at the pick-up point. But McDonald's goes even further with its mobile application: the customer places an order from the app, receives a QR code or an order number that they can enter at a fast-food terminal to pick up their order. Decongestion in the restaurant and multiplication of orders: the brand succeeds in increasing its sales while serving a maximum number of customers.
The connected store, a key element of an omnichannel strategy
The multi-channel experience is becoming essential: online or in store, consumers want to benefit from a fluid and attentive experience, which is what digital in store allows.
The digitalization of customer relationships
Digitalization takes place by equipping points of sale with powerful tools, but it also intervenes in the purchasing process and the customer relationship. The Boulanger store is a great example of connected store multichannel: tablets offer access to catalogs while screens highlight items in real size. Vendors are equipped with smart watches and tablets to provide customers with an ultra-personalized experience and the products carry electronic labels that align prices directly with the site. What's at stake? Replicate the digital experience - speed, fluidity, and relevance - with a hint of “wow.”
Create a synergy of contact points
Consumers almost always search on the Internet before going to the store. When they arrive, it is not uncommon for them to pull out their smartphone to check the availability of a product or its price on several sites. However, often on site, it is impossible to connect to the Internet! The only option is to deploy a WiFi network and install digital devices to ensure access to the web in the connected store. Digital signage is one of these powerful interactive tools for developing the quality of customer relationships. La digital signage solution Cenareo makes it possible to broadcast an infinity of content in a centralized manner very simply, to guarantee homogeneous and impacting communication on its fleet of screens. Always relevant and contextualized, the message delivered is optimized by the reach and attractiveness of the screens, and generates maximum engagement. This tool is a real invitation to interactivity, which offers great opportunities for businesses to feed their database by collecting and analyzing the purchasing habits and preferences of its customers.
Gamification and rewards to build loyalty and obtain data
To make up for downtime, gaming applications have become a reflex for smartphone owners. What could be more logical for retailers than to slip into this gap to attract the attention of new customers? Gamification not only enhances brand image, but is also a good way to fuel loyalty programs. By offering rewards through these games, brands create a strong interaction with their customers and manage to retain them. Today, couponing has exploded with smartphones: attractive for consumers, it is also valuable for businesses that can collect data on their customers.
Invite your customers to discover your universe in an innovative and attractive way. Digital signage is one of the most efficient tools to deploy within a connected store : the Cenareo solution turns any screen into a high-impact communication channel. Maximize your campaigns and reach your core target audience, for digital customer experience immersive and a tailor-made customer relationship.
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