E-commerce and digital are talking about them a lot. They are now perceived as real purchasing solutions by consumers. However, the Sweden Consumer Email List point of sale has not said its last word. Natacha Denat, retail expert, shares her advice with us to offer a memorable physical experience to your customers. What is customer experience? Customer experience is a marketing concept describing all the emotions and feelings experienced by the customer before, during and after the purchase. It designates an unforgettable and personal moment that the customer will want to share with those around him, thus making him an ambassador for the brand. Thus, the customer experience therefore covers the domain of the emotional, and sometimes reaches the order of enchantment.

This marketing concept is fairly recent (it appeared in the 1980s), but has taken on a real strategic character in recent years. Fatally, by the multitude of purchasing channels, brands seem to have moved away from the customer. This is why, from now on, they wish to renew contact with them and use their charms (and their budgets) to deploy a unique customer experience ; central value of the act of consumption. What has changed in purchasing behavior? The Internet and the emergence of communities have increased customer demand. They are more informed, more informed (via the information disclosed by the company, but also by the opinions of consumers found on social networks and web browsers).

What are the new expectations of consumers vis-à-vis a point of sale?

This is why, when the customer comes to the point of sale, he wants to experience a moment, more than he wants to be informed about the characteristics of his product. On the other hand, the point of sale is no longer the necessary step to arrive at the concept of purchase. After a “consultation” of the product in store, the purchase can also be finalized online. And vice versa. After selecting the interesting products online, the consumer can come to the store to buy. There is a real interdependence between these sales channels (physical and online). The in-store customer experience must be reinvented more than ever.


Similar finding to almost all brands, how to address this new retail issue so as not to be overtaken by the competition? Communicating on the product’s value chain or brand identity, promoting in-store services, adopting luxury codes in your commercial relationship or even transforming your physical points of sale into essential places to come and visit, are all important ideas to make a difference. What are the new expectations of consumers vis-à-vis a point of sale? Although these new expectations are as valid for online purchases as physical, consumers are above all looking for: However, certain expectations are more significant vis-à-vis a point of sale: a personalized relationship or even emotions and enchantment that thrill the customer.

5 idea5 ideas to re-enchant the physical point of sale

s to re-enchant the physical point of sale Create an atmosphere: express the identity of a brand Who doesn’t like stories? It is essential to dramatize the point of sale to create an atmosphere even before the first contact with the seller. There are many possibilities to awaken the senses: The view : from the window or the store entrance The touch : by putting the product in the hands of the consumer Taste : a real sales aid, especially in the food sector Hearing : through a sound environment inviting the customer to travel to the store Smell : by arousing an emotion or an atmosphere through the perfume. Be careful, however, to always act according to your target and consistent with your brand’s DNA.

Make travel easier: enhance the customer’s value The customer is a traveler who must be accompanied: Facilitate the journey through the point of sale to meet the expectation of speed and simplicity through clear environments Easily provide key information: price, product information, seller availability, etc. Optimize the sensitive stage of the checkout process: staff management at peak times, encouragement of impulse purchases, etc. Discovery feeds consumers’ journeys. Some actions conducive to purchasing can be easily deployed: Highlight new products by creating dedicated islandS To go further, making the link between the products (valuation of a scooter and a helmet for example) makes it possible to provide a complete service proposal and to offer a successful customer experience.

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