Whether acting out of need or out of pleasure, the consumer has more and more purchasing options: full digital, full store, ROPO, showrooming etc... However, The physical point of sale is far from being at the end of life. However, it must reinvent itself to meet the constraints imposed by new buying behaviors and enriching the customer experience in stores.
Whether real or perceived, the points of friction and rupture in the journey In store are obstacles to the act of buying at the point of sale and contribute to the desertion of the offline purchasing channel. They can also be at the origin of the brand's abandonment, even in its channel. Online (especially for typical buying paths” Showrooming”). Retailers have understood this and they are all redoubling their vigilance to ensure the sustainability of their business. Managers seek to enrich this journey and to Give emotional value back to the store. The result: a better brand perception score and a better profitability from the store.
Waiting, lack of information, availability of advisers, too dense traffic at the cash register... these breaking points are numerous and depend on the brand, the brand, its specificities (due to the nature of its sector, its size, its catchment area...). All contribute to the reduction of customer satisfaction and at the fall of conversion rate.
In order to alleviate these points of friction and frustration, the buying journey must be itemized, parsed and redesigned. How are new technologies, IoT, and Digital signage can retailers help them deal with these issues?
The point of sale is becoming an advice space supported by digital signage
Brand ambassadors and intermediaries between the brand and consumers, salespeople are a window for the brand. By rethinking their role and their work tools, salespeople can make the buying experience much better qualitative, Personalized and differentiating.
Give them the role of counselor requires the acquisition of better product and brand knowledge, which requires a long training period. Connecting them reduces this learning time and ensures the transmission of quality information. In addition to better informing, the seller, assisted by connected tools, is in a better position to offer a personalized experience: customer recognition, order tracking, checkout preparation etc. Be careful, however, to choose the most suitable tool for consumer uses: tablets? Screens? Is soliciting the seller who will look for information on his tablet faster than letting the consumer find it on his smartphone? Do I want to reach a large audience or deliver specific or even confidential information? In short, digital signage is a tool for assisting the seller. It is also a tool for sales support : product simulation, technical data sheets, implementation demonstrations.
Deployment example
ROOFMART showroom
Digital signage, a sales support tool
Objective
A solution to show products dedicated to construction in a situation
Constraints
Modularity: change content quickly and easily according to current events (bestsellers, promotions, ...)
Range extension: access to information that is not available on site (product in situation, manufacturer demonstrations, etc.)
An interactive sales support tool
The products are displayed under the screen, the demonstrations of use and scenarios are triggered by the seller via his tablet
Benefits
A complete sales support tool: additional information, fact sheet, user videos, the seller uses the screen to convince his customer and provide him with additional information in real time
Digital signage to better manage waiting times during the customer journey
Waiting times can be multiple based on the profile of Retailer. In the case of points of sale, specialized or multi-specialized supermarkets, the two most critical waiting times are waiting at the cash register and waiting when looking for information (unavailability of staff). In the case of agencies or the sale of services (catering, tertiary, etc.) there is a wait before being taken care of or in case of delay by the professional. These are all key moments during which there is a risk of loss of the customer.
Several solutions are possible to make the waiting time acceptable:
➡️ Inform the customer on the reasons for their wait, the time they must devote to it: setting up dynamic signage adapted to traffic flows...
➡️ Transformer This moment in Useful time : present content informative (to read about the interactivity of digital signage tools), generate a better knowledge of the offer, arouse the commitment to the brand
➡️ Turn this moment into entertainment : interactive game, promotional operation, competition
The first step in a customer journey enrichment project, even before the search for digital signage solutions, is the highlighting the points of friction inherent in the physical points of sale concerned, in correlation with the uses of the targets. Appropriate digital solutions will appear once this analysis is done. It will also be about clearly identify goals Precise of the medium and define the contents.
You have a digital signage project, ask for a demonstration.
All the news about digital signage and video
