One of the biggest challenges for retailers is how to beat that group of consumers, the so-called showroomers and RTB clients (Research, Testing and Buying). The first ones, visit the point of sale to see the product and then make the purchase online, or even in another store. The second group, visit the point of sale, try the product and end up purchasing online. How can we deal with showroomers?
Creating an environment within the point of sale, that helps consumers to have a tactile, social and sensorial experience, and thus, retain them and make into a positive experience that becomes a sale.
Create a sensory space to improve the experience
One of the solutions to improve this shopping experience is the digitalisation of the point of sale. Digitalisation the physical space of sale consists mainly of implementing technology through digital tools to bring the brand to the consumer and to be able to interact with their products or services. With the implementation of tools that stimulate the senses, the customer will approach the product and will interact, unlike what results in the online store.
How to digitise the point of sale
This space should not only attract, excite and invite the consumer to test, but must provide him confidence and freedom when making purchasing decisions. Consequently, the digitalisation will have a win-win effect, since the environment will also give advantage to the brand who, through different technologies, will be able to obtain more information and data of its target to continue improving its experience.
Some of the technologies that are already being used
The technologies implemented to improve the shopping experience are different depending on the purpose of each vertical. Some examples are:
- Digital signage systems on shopping carts to inform customers with promotions,
- QR codes to provide additional product information
- RFID to identify mass products and purchase them
- Content segmented by temperature or time
- Catalogues or interactive menuboards to make the purchase in the establishment without going through the cash queues
- Augmented reality mirrors that allow you to see how a makeup is left for you.