21 Apr Digital in Retail: Digital 101
Digital shopper engagement in the retail environment enables the recognition of a shopper in-store, but also contributes to better understanding of how the shopping experience takes place. By making use of digital tools, the following three pointers ensure you make an appropriate choice for your needs:
The first step would be to change the way your marketing material is displayed. Shoppers interact with digital devices daily; cellphones, laptops and even cars. POS has however fallen behind. There will always be a need for a physical presence but it needs to be digitally integrated for greater efficacy. There has to be more integration of digital into the retail environment. Below are some touch points which can be utilised to start this integration.
For example, linking a loyalty programme (which utilises NFC to record purchasing frequency), a beacon (to track the proximity of a shopper and how they navigate in-store) and a digital shelf front, (as the point of contact to the shopper) together provide an in-store digital configuration with the ability to offer a personalised greeting such as “Hi John, don’t forget your Ultra White Toothpaste” as a shopper approaches the shelf, ensuring that he feels recognised and engaged with.
Single digital touchpoints in-store may be a start, but the real potential is unlocked by linking multiple touchpoints together. Remember, the aim is to create a fully integrated experience which guides the shopper to your product and then completes the cycle at the point of purchase.