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Digital sales technologies in stationary retail
Represented on all channels
Digital sales technologies are finding their way into the retail spaces of our bricks-and-mortar shops. The question is no longer "whether" but "how" digital components can be used effectively on the sales floor.
Traditional bricks-and-mortar retail is facing a new challenge: multichannel retail. Not only is online retail a constantly growing competitor, more and more online marketers are now opening new stores in city centres in the real world.
Behind the development of the This is not a short-term trend, but the realisation that there is a lot of sales potential in linking different sales channels. Multi-channel retail is the magic word for the retail of tomorrow. To achieve this, the shopping experience must be reinterpreted. The PRESTIGEenterprise software can help you with this. Make an enquiry now
The digital transformation of the retail space with multi-channel retailing
If there is one thing we have learnt from the last few years, it is that customers today expect more from their bricks-and-mortar retailer than simply good goods at a good price. The mandatory discipline in store design therefore lies in the creation of worlds of experience, for example with integrated catering zones or other entertaining entertainment concepts with an event and community character. Shopping today is a leisure activity and customers therefore expect a high entertainment factor from a visit to a bricks-and-mortar store.
Retail companies should consider the following five points when integrating digital elements for modern advertising and price communication in shopfitting as part of a company-wide digital transformation.
Research
Identify touchpoints and sales channels
Target Audience
Align the dosage of digital elements with the target group
Content is king
Varied advertising planning with coordinated and recognisable content
Big Data
Professional evaluation of customer data in order to improve
Networking
Selecting the right technology partners and automating processes
The digital transformation of the retail space with multi-channel retailing
The digital transformation has reached the wholesale and retail sector: smartphones and apps have radically changed the rules of the game in retail. Brick-and-mortar retail must prepare for the future, but how should retail companies respond to the digital transformation?
On the one hand, the sensory presence of things is attractive. It gives customers the opportunity to touch and try out goods - this is precisely what will always put local or traditional retail one step ahead of simply clicking through an online shop. On the other hand, there are the fascinating possibilities of screens, information terminals, the internet and mobile smartphones. They offer a completely new way of presenting products in an exciting way, making them desirable and worth buying and introducing completely new services into the sales process.
In the synthesis of the digital and the real world - in the Multi-channel retailing - is the success model for the retail sector of the future. The whole thing goes beyond a development in which only the most favourable
price is always the deciding factor. With the PRESTIGEenterprise combines label printing software with a professional platform for and serve all important channels.
Multichannel retailing is a team sport
Due to the widespread use of mobile devices and the influence of e-commerce, bricks-and-mortar retail is facing major changes. Shop operators who do not adapt to this could soon disappear. New strategies are required and new ways of distributing customer information are needed. Linking channels is a good way for bricks-and-mortar retailers to assert themselves against pure online retail. Figuratively speaking: The individual sales channels join forces as a team, so to speak, and claim victory. This is the only way to maximise performance: By creating the best conditions for the team to work with a multi-channel management system.
The integration of online media and modern IT, scenic product areas and the creation of worlds of experience at the point of sale are promising concepts with which retailers want to make themselves fit for the future. With PRESTIGEenterprise as software at your side, you'll be perfectly prepared!
As different as the marketing approaches and technical solutions in multichannel retail are, there is one thing they have in common: efficient multichannel retail with effective cross-media communication can only work if professional software controls all processes.
PRESTIGEenterprise is a web-based business solution for store organisations whose software solutions also support retailers in multichannel retail. PRESTIGEenterprise uses standardised interfaces to connect to the existing IT landscape, for example merchandise management systems or marketing databases. The software therefore opens up great potential for automated processes. In addition, the flexibility of the output media allows the use of a wide range of marketing tools for the Customer approach.
From multi-channel to cross-channel to omni-channel
In retail, the term multichannel refers to the use of multiple channels for sales. These channels can be, for example, the retail shop, the mail order business and the corresponding online shop. The individual sales channels run parallel to each other and have no direct points of overlap. The customer either orders online or buys in-store.
Omnichannel can be seen as a further development of multichannel retail. Here, the channels overlap and offer customers the opportunity to switch between channels while shopping. By fully integrating the channels across all processes, customers can order goods online and pick them up in-store, for example. The entire range can be accessed at any time - omnichannel, i.e. via every sales channel.
Modern customer communication: Dynamics instead of still images
Numerous digital sales technologies are already being used today to showcase product worlds even better. Inspiring images and appealing product or image videos attract the customer's attention, be it via an eye-catching video wall or via individual screens on the shelf, at the checkout or in the service area on the scales.
In addition, informative digital assistants support sales staff on the shop floor. From well-placed kiosk applications to touchscreens and mobile solutions.
Online and offline combined in omni-channel marketing
The implementation of interactive, digital services is then also the essential step towards omnichannel marketing and the optimal combination of online and offline offers in the marketing mix, including all communication channels - just as customers expect in traditional retail today.
Find out about the desired product online in advance, experience the haptic experience in a shop, enjoy additional advice from the store staff and then either take it with them straight away or order it for collection from the store or have it delivered directly to their home. It is crucial that the retailer remains close to the customer throughout the entire customer journey and makes the right offer at the right time.
Seamless shopping is the buzzword here and is certainly more than just a passing trend. At the latest when the generation of "digital natives" starts earning their own money, it will quickly become clear which retailers have invested sufficiently in digital, interlinked sales technologies and aligned their processes with the new challenges.
Multichannel retail, omnichannel marketing and big data
Digital solutions offer a multitude of new opportunities to collect data on customers' purchasing behaviour and preferences. "Big data" is a major topic of our time. Collecting data is still relatively easy, but utilising it sensibly is an art that is still in its infancy, even though there are already very successful concepts.
It is important to create the conditions from the outset to be able to measure the impact of the use of digital media. This is the only way to derive measures to expand the basic knowledge of customer behaviour, to better understand the target groups and to be able to address the customer in a more individual and, above all, more targeted manner without annoying the customer through intrusiveness.
With PRESTIGEenterprise as a comprehensive digital signage and you are represented on all channels in the age of constantly advancing digitalisation. Find out more about our .