In the business world, we often hear people talk about the importance of innovation. But have you ever stopped to think about innovation at the point of sale (POS)? New technologies can be your greatest allies when you’re looking for a different way to view what’s already out there.
After all, even in times of economic crisis, consumers want to be delighted by brands. And to make that happen, it’s essential to understand how they behave and, above all, the role digital innovations play in their buying process.
The truth is, you can no longer label a customer as strictly brick-and-mortar or strictly online, because they’re present in every environment. Your goal is to create a great shopping experience no matter where it happens, right?
The growth of online sales doesn’t mean you should pay less attention to your stores. They can (and should) serve as spaces that boost sales across every channel, both in-store and online. Besides offering great service, how about installing digital stations so shoppers can explore your full product line? Encourage them to sign up so they receive exclusive information, and invest in a long-term relationship.
In today’s post, find out how and why to use innovation at the point of sale. Happy reading!
How to use innovation at the point of sale?
Most consumers love new technologies. Just look at how successful a newly launched smartphone or a cutting-edge TV screen can be. So why not use them at the POS to make your product more appealing and sell more? These innovations turn your store into a magnet in the race for customer satisfaction.
Below, see how to incorporate them into your retail marketing strategy:
- interactive digital displays;
- machine learning (algorithms that collect data and learn from it);
- holograms (holographic assistants that interact with the public);
- geolocation (maps that provide directions to the store);
- virtual tours (virtual booths that customers can access from anywhere);
- augmented reality (projected objects that blend with the real world and create an immersive experience);
- software to help generate insights (analyzing metrics and delivering relevant data for decision-making).
Why do it?
Delight the customer
Every consumer wants great service, and the shopping experience should go beyond simply buying the product. And of course, this process takes on a whole new dimension when interactive solutions come into play, don’t you agree?
In fact, the goal is to turn the purchase into a personalized experience that can move the customer emotionally. That way, the shopper develops an affinity with the brand. Don’t forget that it’s very important to respect where they are in their buying journey and not push too hard for a premature conversion.
Set your company apart from the competition
Although technology can deliver new experiences, most companies still rely on conventional forms of promotion such as brochures and posters. That’s why those who invest in videos, interactive platforms and games get ahead of the competition and stand out in an increasingly professional market.
Strengthen your brand image
When used intelligently at the POS, technology makes an impact on people and strengthens brand image. Did you know that if the experience at the physical store is positive, consumers will visit it even when they aren’t looking for a specific product?
So the tip is to intrigue them so your initiatives are seen as remarkable. This certainly requires creativity, planning and attention to the execution of every step.
What does the customer gain?
Investing in improving your customer’s shopping experience ends up making your POS more flexible. As we mentioned, you’ll need to understand your audience’s behavior and specific needs in greater depth. To do so, you need access to reliable data, and that information should be segmented according to criteria such as profiles that look for low prices or for differentiated products.
What’s interesting is that, even though your business has prepared itself to serve groups of customers, well-executed work allows each one of them to identify with your brand and feel special. When people go through an immersive experience, the chances of them making a purchase increase, as do the chances of them becoming brand evangelists.
To keep up with the mass customization trend, it’s worth using Big Data and artificial intelligence systems at the POS in order to understand and respond to consumers in real time and in an automated way. This allows your company to map each consumer’s shopping habits and create targeted promotions.
Which success stories stand out?
One Alice Wonders case worth mentioning is the Museu Tecnológico Gafisa, which told the story of the city of São Paulo, the Ipiranga neighborhood and its iconic residents.
The interactive installation was set up in 2016 at the sales booth for the Square Ipiranga real estate development. In a dark 80-square-meter room, screens, sounds and images took visitors on a journey through time. The result: 80% of the development was sold in just five weeks.
Another interesting case is the holographic assistant at an interactive POS for the launch of a new Sensodyne toothpaste in 2012. A renowned dentist answered questions about tooth sensitivity at an interactive island inside a supermarket. The activation could be shared on Facebook via a QR Code. Sales rose 300% on the first day of the campaign. The following year, the strategy was repeated and the average growth held steady.
If you’ve read this far, you’re probably already convinced of the importance of innovation at the point of sale. So how about reinventing your POS through the smart use of new technologies? Invest in interactive spaces and data capture to turn your customer’s shopping experience into something memorable!
Did you enjoy this post on how and why to use innovation at the point of sale? Then make the most of your visit and get in touch with us to learn about our services!
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