How to digitalize your point of sale?
Posted: Sat Dec 28, 2024 10:45 am
oday, 88% of French people search for information on the web before going to a store to buy a product. It has therefore become important to digitalize your customer relationship and move to phygital commerce.
Digital should no longer be seen as a competitor to the popular dataset physical store but as a method that allows for the creation of a new customer experience while following a multi-channel strategy.
Digitalization of the point of sale in 3 steps
1- Before the visit
before-the-visit.png
Take advantage of the curiosity of your customers and prospects on the web to highlight your products and services. To do this, don't hesitate to create a website to present all of your products in store with detailed characteristics. In order to increase your visibility on the internet, also consider creating a Google My Business account to reference your point of sale on Google Maps. You can also reference yourself on directories specialized in your field. Today, mobiles are omnipresent among customers, so think about integrating the mobile customer experience into your web to store strategy .
2- During the visit
during the visit
Digitizing your point of sale should allow you to streamline the customer journey in the store . With this in mind, make it easier to find information with connected furniture displaying the entire catalog or with salespeople equipped with a touch pad to personalize the customer experience. Make your store digital and connect your business by providing a touch pad to your customers , so that they can view promotions or participate in a competition.
3- After the visit
A customer experience is something that needs to be worked on. Therefore, remember to keep in touch even after the in-store purchase . Follow through with the customer experience by sending a text message thanking them for their purchase or visit. These gestures will facilitate loyalty and may make them ambassadors for your brand. After the in-store purchase, you have a wealth of information about your customers: customer journey, products purchased or viewed, personal information given to the salesperson or at the checkout. Maintain the connection by sending emails, text messages or through social networks.
The 5 Mistakes to Avoid
1. Digital – A simple technological tool
Be careful not to mix technology and digitalization. They are not the same thing for your point of sale. Digitalizing your point of sale requires changing your entire operation and integrating the entire company into it.
2. Not training your salespeople The entire point of sale must be integrated into the digital strategy. Remember that salespeople are on the front line in this digitalization of the point of sale. They are the ones who find themselves facing the customer and their questions.
3. Limit customer choice The digitalization of the point of sale must offer a complete and enriched experience for the customer. He must find an advantage there.
4. Have a short-term strategy When you decide to move to digitalization of your point of sale, the budgets committed are generally quite substantial. It is a global modification of your customer journey and not just a step that ends at a time T.
5. Not having defined objectives A point of sale cannot decide to go digital just to follow the trend. A guideline must be planned internally to change the operating modes. However, you must know in advance what your objectives are so as not to change your strategy every week.
The final word
The digitalization of the point of sale should not stop at the physical store . The customer experience is worked on before, during and after the visit. Having a website is no longer enough, today customers demand personalized contact . SMS and email marketing allow you to stay in touch with your customers and build loyalty.
The digitalization of a point of sale is a long-term strategy , this strategy must be taken into account today to remain consistent with the expectations of your customers.
How to digitalize your point of sale?
Digital should no longer be seen as a competitor to the popular dataset physical store but as a method that allows for the creation of a new customer experience while following a multi-channel strategy.
Digitalization of the point of sale in 3 steps
1- Before the visit
before-the-visit.png
Take advantage of the curiosity of your customers and prospects on the web to highlight your products and services. To do this, don't hesitate to create a website to present all of your products in store with detailed characteristics. In order to increase your visibility on the internet, also consider creating a Google My Business account to reference your point of sale on Google Maps. You can also reference yourself on directories specialized in your field. Today, mobiles are omnipresent among customers, so think about integrating the mobile customer experience into your web to store strategy .
2- During the visit
during the visit
Digitizing your point of sale should allow you to streamline the customer journey in the store . With this in mind, make it easier to find information with connected furniture displaying the entire catalog or with salespeople equipped with a touch pad to personalize the customer experience. Make your store digital and connect your business by providing a touch pad to your customers , so that they can view promotions or participate in a competition.
3- After the visit
A customer experience is something that needs to be worked on. Therefore, remember to keep in touch even after the in-store purchase . Follow through with the customer experience by sending a text message thanking them for their purchase or visit. These gestures will facilitate loyalty and may make them ambassadors for your brand. After the in-store purchase, you have a wealth of information about your customers: customer journey, products purchased or viewed, personal information given to the salesperson or at the checkout. Maintain the connection by sending emails, text messages or through social networks.
The 5 Mistakes to Avoid
1. Digital – A simple technological tool
Be careful not to mix technology and digitalization. They are not the same thing for your point of sale. Digitalizing your point of sale requires changing your entire operation and integrating the entire company into it.
2. Not training your salespeople The entire point of sale must be integrated into the digital strategy. Remember that salespeople are on the front line in this digitalization of the point of sale. They are the ones who find themselves facing the customer and their questions.
3. Limit customer choice The digitalization of the point of sale must offer a complete and enriched experience for the customer. He must find an advantage there.
4. Have a short-term strategy When you decide to move to digitalization of your point of sale, the budgets committed are generally quite substantial. It is a global modification of your customer journey and not just a step that ends at a time T.
5. Not having defined objectives A point of sale cannot decide to go digital just to follow the trend. A guideline must be planned internally to change the operating modes. However, you must know in advance what your objectives are so as not to change your strategy every week.
The final word
The digitalization of the point of sale should not stop at the physical store . The customer experience is worked on before, during and after the visit. Having a website is no longer enough, today customers demand personalized contact . SMS and email marketing allow you to stay in touch with your customers and build loyalty.
The digitalization of a point of sale is a long-term strategy , this strategy must be taken into account today to remain consistent with the expectations of your customers.
How to digitalize your point of sale?