The first e-commerce sites appeared about fifteen years ago with the democratization of the Internet and personal computers. Since then, they have multiplied, taking away market shares from physical stores. But their success has really come to light in recent years, in particular thanks to the possibilities of smartphones and the appearance of the mobile Internet. The turnover generated by e-commerce sites was 8 billion euros in 2005, 30 billion euros in 2010 and 50 billion euros in 2013 (Fevad). Faced with these virtual juggernauts, physical commerce seemed to be in trouble, and its end was widely announced. Nevertheless, physical stores did not wait to be phagocytized and reacted by integrating digital technologies into their customer strategies. Paid strategies since in 2013, 90% of retail sales were generated in stores (Xerfi-Precepta 2014). In 2015, if the debates on the disappearance of one or other of these purchasing channels are no longer on the agenda, It's time to merge the best of both worlds.
New (e-) consumer behaviors
The evolution of digital technologies has changed consumer habits and caused the emergence of new purchasing paths, two of which are very common. An online search followed by an in-store purchase, and an in-store search followed by an online purchase. Indeed, 77% of French consumers prepare their online purchases before buying in store and 32% buy online a product that is not available in stores. (9th FEVAD-MediaMetrie/NetRatings barometer). In addition, 75% of consumers use their mobile phones in stores (Sensio Extreme Survey - Ipsos 2014). The observation is simple: physical stores are not dead, but digitizing them is a priority.
The digitization of the store, a turning point Online-Offline
Indeed, connected both at home and in mobility, consumers want to benefit from the advantages of e-commerce (suggestions, time savings, real-time stock status...) while maintaining those from the physical point of sale (human contact, product demonstrations and tests, immediate purchase, no return...). Faced with these new ultra-connected behaviors, physical stores have the obligation to adapt and renew themselves in order to offer new, unique experiences that justify coming to the store. Thus, the hinge ofOffline And of theOnline, the digitization of physical points of sale makes it possible to strengthen proximity with the customer by extending its digital experience, started beforehand on the internet from home and on his smartphone. Present in many forms and at all levels of the shopping journey, digital technology at the point of sale makes it possible to attract customers, satisfy store visitors, and retain customers while collecting valuable data, which must be exploited to offer better services.
The digitization of the physical point of sale is essential as a solution in order not to cause a break in the consumer's purchasing journey.
Reinventing the store visit
The digitalization of the point of sale allows, in creating an original place at the border of the real and virtual worlds, to re-enchant the visit of physical stores and to offer the visitor a unique experience. Digital technology in stores allows, for example, to present, via screens or interactive terminals, more products than the store can accommodate, while offering advice from sellers. As a result, online and in-store catalogs are consistent, and in-store visits are truly a different experience. Digital technology at the point of sale also makes it possible to gamify the consumer journey, at various levels (product discovery, waiting at the checkout, loyalty...), and makes it possible, in addition to attracting the sympathy of the buyer, to seduce younger customers... The examples are numerous and the applications endless..
Physical commerce is becoming connected commerce, and its story is just beginning.
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