Since the explosion of e-commerce sites and the proliferation of mobile shopping applications, many observers had anticipated the definitive death of the physical point of sale. Clearly, this death, which became a reprieve thanks to the advent of phygitalization, was very precarious, especially as, beyond the pure sales aspect, the point of sale continues to demonstrate day after day that it is the holder of several axes that no one could have seen coming except the consumer himself.
Today, the point of sale is becoming digital’s essential ally, not its competitor. Why its ally? Because it offers a customer acquisition channel underestimated by all marketers, by highlighting the various facets of any brand.
THE PHYSICAL POINT-OF-SALE OFFERS SEVERAL ADVANTAGES:
IMMERSIVE EXPERIENCE:
Physical stores create immersive experiences that can’t be replicated online. Customers can see, touch, try on and even test products in person. This tangible experience can generate a sense of brand engagement and trust, which can encourage customers to make subsequent purchases online.
HUMAN INTERACTION:
Face-to-face interaction with sales staff in physical stores offers a unique advantage. Employees can answer customers’ questions, provide personalized advice, and create an emotional bond with them. These positive human interactions can positively influence brand perception and encourage customers to connect with the brand online.
CLICK & COLLECT:
Many retailers now offer “Click & Collect” services, where customers can order online and collect their products in-store. This strategy attracts customers to the physical point of sale, while offering the convenience of online shopping. Once there, customers can be exposed to other products or promotions, increasing additional sales opportunities.
EVENTS AND ACTIVATIONS:
Physical stores can organize events, product launches or special activations to attract customers. These events can be advertised online, attracting the attention of potential customers who can then visit the store to take part. This creates an exclusive experience and encourages customers to interact with the brand on digital channels.
EXPLORING NEW TERRITORIES:
By opening new points of sale, the brand can easily establish itself in areas where its digital sales are not present or underperforming, thus boosting brand awareness and product usage.
Of course, the cost of deploying and operating a point of sale contributes to its bad publicity, but have we ever compared the deployment of technical solutions, the cost of digital acquisition, investment in community management or other investments to draw any real conclusions?
Recent openings of flagship stores, popup stores, e-kiosks, etc. prove that the physical point of sale is not finished, and it’s very early to sell its skin. Today, we believe that it’s becoming a complementary tool, even a springboard for anchoring a digital service in the target’s memory, amplifying the use of the service or product by offering a physical experience, synonymous with transparency and trust that could encourage any customer to migrate to digital without batting an eyelid.