Stores of the future: a unique immersive experience

Now, the customer experience in physical stores depends on the use of technology. In the Store of the future, the consumer will not only come to make a purchase, but to have an experience. The store of tomorrow will therefore have to integrate technologies to offer ever more immersive and personalized experiences, in order to adapt to demanding and ultra-connected consumers.

The connected store (physical and digital synergy)

The retail sector uses technology to propel the customer experience to the next level: we then speak of phygital commerce or even omnibusiness, making the link between the real and the virtual. The principle? Use consumer data to enrich their experience and meet the needs of customers who want more proximity, personalization, and flexibility. Thus, the Stores of the future are increasingly connected thanks to new technologies:

• Augmented reality: to try items in virtual booths;
• RFID chips: radio identification chips integrated into the labels of items detected as they approach the checkout, so you no longer have to empty your basket. In this way, no more endless queues. The consumer can then proceed with the contactless payment. They can also identify the products viewed on the shelves by visitors, to offer them a wish list;
• Digital mirrors: to take photos and share them on social networks, obtain information on products, consult the wish list created by RFID chips and project items in different sizes and colors;
• Drones: for delivery in record time, where the consumer wants it.
• The virtual wallet: the discount vouchers will be dematerialized and the purchases recorded in the virtual wallet;
• Beacons: small Bluetooth beacons that send various contents (push notifications, messages, targeted offers, etc.) to the smartphones of visitors who enter the store;
• Facial recognition: robots welcome customers and create a history of their journey to offer them services and personalized offers and guide them to products that may be of interest to them;
• Connected screens: to order items in one click, consult catalogs and create a link with the digital version of the brand.

Focus on the customer experience in a store of the future

The distribution sector has understood it well, in order to attract customers, it is necessary to focus on spaces that enhance their experience. Because for a consumer to want to buy, they must be in a welcoming place, feel good and know that they are being listened to. Overview of the concepts that will build the Store of the future.

Personalization

An omnichannel strategy is THE solution to offer a new and tailor-made experience to its customers. This marketing approach is based on the ultra-personalization of the customer journey: the customer and his expectations must be met. In the Store of the future, a camera can detect a visitor as soon as they enter and thanks to artificial intelligence, they can immediately decrypt them and create a history of their interactions, behaviors and movements. In this way, salespeople will have relevant data in order to play their role as advisors. The stored data will highlight the most attractive shelves that consumers focus on, or on the contrary, those that fail to attract and maintain attention.

Communication

Omnicanality blurs the boundaries between physical stores and their web windows, through the multiplication of points of contact with the customer. The advantage for the retail sector? The possibility of generating highly qualified in-store traffic thanks to digital technology. This new retail experience gives the consumer the choice to mobilize this or that channel (social networks, showcase site or physical point of sale) to get in touch with the brand. The digital signage in stores and points of sale is an ideal solution, in order to strengthen their omnichannel strategy. The digitization of points of sale consists in placing screens so that visitors can consult a catalog, place an order, obtain more information or even make a return. The Cenareo management system dedicated to digital signage makes it easy to manage your fleet of screens, in order to offer relevant and attractive content. In addition to promoting interaction, it is proving to be a major tool in the deployment of a powerful omnichannel communication strategy.

Data collection and processing

While these technologies promise new experiences to visitors in the Store of the future, they would be nothing without data. Because personalization means collecting and analyzing behaviors in order to offer targeted and relevant services. This data will allow sellers to know a customer's purchase history, for tailor-made and informed support. He will be able to estimate your favorite colors, the size of your clothes, the items previously purchased, and a multitude of details that will allow him to advise better, more quickly. Because it has been proven that if a consumer is guided to products that are likely to suit him, he will spend less time in the store and will not feel a waste of time or annoyance.

Employee experience

The advent of connected stores raises questions about the relevance of human presence in points of sale. Many retailers in France are hampered by laws that prohibit working after 1 p.m. on Sundays. The requirement of consumers to be able to get what they want at any moment therefore raises the question of the profitability of abolishing this law. Experiments have shown that stores open on Sundays have seen an increase in attendance and sales. In fact, the use of automatic cash registers to replace staff could allow stores of the future to extend their opening hours, at night and on Sunday afternoons. In addition, retailers may not use their employees during these time slots, but employees will still be needed to welcome customers, monitor the store, take care of shelving, tidying and cleaning.

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Offer a new immersive experience to your customers thanks to digital signage. Cenareo supports you in the deployment of your omnichannel strategy for the digitalization of points of sale, through its system dedicated to digital signage. Generate qualified traffic and offer a new experience to your customers by creating and distributing relevant content on your screen fleet instantly. Cenareo responds to tomorrow's trends in Store of the future, for a unique experience and tailor-made communication.