Stores of the future: a unique immersive experience

Today, the customer experience in a physical store depends on the use of technology. In the store of the future, the consumer will come not just to make a purchase, but to live an experience. The store of tomorrow will therefore need to integrate technologies to offer ever more immersive and personalized experiences, in order to adapt to demanding, ultra-connected consumers.

The connected store (physical and digital synergy)

The retail sector is using technology to take the customer experience to the next level: this is known as phygital commerce, oromnibusiness, bridging the gap between the real and the virtual. The principle? Use consumer data to enrich their experience and meet the needs of customers who want greater proximity, personalization and flexibility. The stores of the future are increasingly connected, thanks to new technologies:

• Augmented reality: try on items in virtual booths;
• RFID chips: RFID chips integrated into item labels are detected as you approach the checkout, so you no longer have to empty your basket. No more long queues. The consumer can then proceed to payment without contact. They can also detect which products visitors are looking at on the shelves, to offer them a wish list;
• Digital mirrors: to take photos and share them on social networks, obtain product information, consult the wish list created by RFID chips and project items in different sizes and colors;
• Drones: for delivery in record time, wherever the consumer wants it.
• The virtual wallet: coupons will be dematerialized and purchases recorded in the virtual wallet;
• Beacons: small Bluetooth beacons that send various types of content (push notifications, messages, targeted offers, etc.) to the smartphones of visitors entering stores;
• Facial recognition: robots greet customers and record their browsing history to offer them personalized services and offers and direct them to products likely to interest them;
• Connected screens: to order items with a single click, consult catalogs and create a link with the digital version of the store.

Focus on the customer experience in a store of the future

The retail sector understands that to attract customers, you need to focus on spaces that enhance their experience. For consumers to want to buy, they need to find themselves in a welcoming environment, feel comfortable and know that they are being listened to. Here's a look at the concepts that will shape the store of the future.

Personalization

An omnichannel strategy is THE solution for offering customers a unique, tailor-made experience. This approach marketing is based on the ultra-personalization of the customer journey: the customer and his expectations must be met. In the store of the future, a camera can detect a visitor as soon as they enter the store, and thanks to artificial intelligence, it will immediately be able to decipher them and create a history of their interactions, behaviors and movements. This will provide sales staff with the relevant data they need to play their role as advisors. The data stored will highlight the most attractive aisles in front of which consumers linger, or on the contrary those which fail to attract attention and maintain it.

Communication

Omnichannelity blurs the boundaries between physical stores and their web shop windows, by multiplying the points of contact with the customer. The advantage for the retail sector? The ability to generate highly qualified in-store traffic through digital channels. This new retail experience leaves the consumer free to choose which channel (social networks, website or physical point of sale) to use to connect with the brand at contact .In-store and point-of-sale digital signage is the ideal solution for reinforcing omnichannel strategies. Digitizing points of sale involves placing screens so that visitors can consult a catalog, place an order, obtain more information or make a return. The Cenareo management system dedicated to digital signage makes it easy to manage your screen park, to offer relevant and attractive content. In addition to encouraging interaction, it is a major tool in the deployment of a powerful omnichannel communication strategy.

Data collection and processing

While these technologies promise unprecedented visitor experiences in the store of the future, they would be nothing without data. Because personalization means collecting and analyzing behavioral data to offer targeted, relevant services. This data will enable sales associates to learn about a customer's purchasing history, so they can provide customized, informed support. They'll be able to estimate your favorite colors, the size of your clothes, previous purchases and a host of other details that will enable them to advise you better, faster. Because it's a proven fact: if a consumer is guided to the products that are likely to suit him, he'll spend less time in the store, and won't feel wasted or annoyed.

Employee experience

The advent of connected stores raises questions about the relevance of human presence in sales outlets. Many retailers in France are hampered by laws prohibiting work after 1 p.m. on Sundays. Consumers' demand to be able to get what they want at any time raises the question of the profitability of abolishing this law. Experiments have shown that stores open on Sundays have seen an increase in footfall and sales. In fact, the use of self-checkouts to replace staff could enable future stores to extend their opening hours to include nights and Sunday afternoons. What's more, retailers may not need to call on their staff during these hours, but employees will still be needed to welcome customers, look after the store, stock shelves, tidy up and clean up.

{{cta('a9c3190d-785d-48ac-8685-72490cbafbb5')}}

Offer your customers a unique immersive experience thanks to digital signage. Cenareo supports you in the deployment of your omnichannel strategy to digitalize your points of sale, with its dedicated digital signage system. Generate qualified traffic and offer your customers a unique experience by creating and displaying relevant content on your screens, instantly. Cenareo responds to tomorrow's trends in the store of the future, for a unique experience and tailor-made communication.