Why is the Physical Point of Sale Experience So Important for Customers?
The idea of a retail apocalypse has been a hot topic over the past few years, but studies show that shopping in stores is becoming more and more popular. Because of this retail trend, companies, brands and big retailers are investing billions each year to improve the customer shopping experience.
Historically, big multinational retail companies only had one strategy for attracting customers to their stores and making more sales: lowering their prices. This would show customers that they could find the best prices at that store. North American retail giants like Walmart and Costco, and European ones like IKEA put their stores outside of big cities in shopping centers. That way, shoppers can come with their cars, buy what they want, and leave quickly. The best part of the store experience is how much they save compared to shopping somewhere else.
Points of sale are currently evolving from being purely transactional to something more experiential. Technological innovations, together with the growth of connectivity, let retailers know more about their customers, analyze and empathize with them, and provide a retail experience that improves their view of the product, the brand and the company in general.
A question of success
In the last decade, big brands have been implementing technology in their stores to attract more customers by creating unique retail experiences. Adidas, for example, added the Virtual Footwear Wall to their stores. This large interactive screen lets customers see the store’s entire inventory with information about each shoe and the ability to see designs in 3D.
Another example is in Rebecca Minkoff stores, which include intelligent dressing rooms. Customers can order drinks, select which clothing they want to try on, and even place their orders online through this in-store digital experience.
McDonald’s has always bet on the in-store customer experience, and they recently decided to implement technology in their restaurants to improve it. Not only did they remodel their locations, but they added self-service digital kiosks and table service to reduce customer wait times.
Difference makes the experience
Providing a great retail customer experience isn’t something to take lightly. A great in-store experience can help your store stand out and attract more customers. This can be achieved by incorporating new technologies that work together with human employees to accompany customers during the entire shopping process.
It’s not just about creating innovative retail experiences. You also need the right tools to measure customer reactions. Through video sensors, you can measure which content attracts the most attention from customers. Other sensors, like Wi-Fi sensors, can detect movement patterns within a store. Data collection lets you segment your audiences so much that you can personalize content for each customer.
In the end, developing and improving retail customer experiences should always have the same end goal: leaving customers with good memories of their store experience. By providing the best retail store experience possible, you can guarantee their loyalty to your products.