Point News Room – Digital in Retail 101 – How you can use it
Insight
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:
Applications are endless, keep your objectives in mind.
Remember the three building blocks to digital in-store and the roles they play.
Link touchpoints to create a more intuitive and interactive shopper experience that yields results.
Getting Started
Stepping into the digital realm can seem intimidating but like an integrated marketing strategy, it really is as simple as a number of components working in harmony. When broken down into its most basic components you will be left with:
Hardware
The physical components such as displays, cameras, sensors, modems, processors, etc. These components work together to perform a holistic function.
Software
Applications, operating systems, websites and algorithms are all examples of software. The software component is critical for any type of digital application as it provides instruction to the hardware to perform its function.
Content
The images, text, audio, video or even 3D projections. As this will be the primary connection to the shopper, be mindful of the quality required and the length of time it takes to generate the content itself.
In-Store Touchpoints
We know brick and mortar is not going away. The question now is how does one create the seamless integration between the online and physical world?
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.