Page 14 - AeM_November_2019

RESEARCH, ANALYSIS & TRENDS

Digital developments are forward-

looking for brick-and mortar stores

While the retail industry felt threatened by the digital branch or have it sent directly to his home; customer
world a few years ago, digitization is by now increasingly loyalty measures can be implemented by tablet, such
evaluated as an opportunity. They must embrace new as registering customer cards or signing up for
technology to step up to the plate of identifying the right customer events and promotions; the payment process
trends at the right time and the right way to capitalize on can also be handled directly at the PoS via tablets or
this opportunity - and not lose sight and feel for their own smartphones, and the receipt can be sent to the
business by overdosing on data and technology. customer by email upon request.

Mobile data access at the PoS Customer Centricity
More and more brick-and-mortar retailers are In addition, data-driven activities offer brick-and-mortar
transferring the online shop logic to the store and are retailers a variety of options for precisely addressing
improving where the online shops are ahead of them. consumers via different channels in terms of the
One trend is, for instance, the use of mobile technology general "customer centricity".
for direct data access at the Point-of-Sale (PoS): e.g.
customers have the option of accessing detailed product One example is location-based services: consumers
information directly at the PoS via smartphone since QR are given special offers or information about a product
codes on the packaging, beacons or Near Field via the smartphone as a push message at the moment
Communication Tags (NFC) on the shelf make it when they pass the respective store; in addition,
possible; salespeople can use the tablet to call up consumers can be continuously informed via pictures,
detailed information on the product in a customer videos and news about products, trends, promotions
conversation, show customers an explanatory video for and events via social media channels such as
the product if required, or present a useful additional Facebook, Instagram etc. and that way tied more
product, stock levels or the availability of goods in other closely to the shop.
stores can be called up as well and orders placed,
which the customer can either pick up at the desired

14 November 2019 - E-Commerce & Digital Retail Marketing