No, the physical point of sale is not dead!

The first e-commerce sites appeared some fifteen years ago, with the democratization of the Internet and personal computers. Since then, they have multiplied, nibbling away at the market share of physical stores. But their success has really come to the fore in recent years, thanks in particular to the possibilities offered by smartphones and the emergence of mobile Internet. Sales generated by e-commerce sites amounted to 8 billion euros in 2005, 30 billion euros in 2010 and 50 billion euros in 2013 (Fevad). Faced with these virtual behemoths, physical commerce seemed to be struggling, and its demise was widely heralded. Nevertheless, physical stores did not wait to be phagocyted and reacted by integrating digital technologies into their customer strategies. These strategies paid off, since in 2013, 90% of retail sales were generated in stores (Xerfi-Precepta 2014). In 2015, while debates about the disappearance of one or other of these purchasing channels are no longer on the agenda, the time has come to merge the best of both worlds.

New (e-)consumer behaviors

Developments in digital technologies have revolutionized consumer habits and led to 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 purchases online before buying in-store, and 32% buy online a product not available in-store (9th FEVAD-Mediamétrie/NetRatings barometer). What's more, 75% of consumers use their mobile in store (Extrême Sensio Survey - Ipsos 2014). The observation is simple: physical stores are not dead, but digitizing them is a priority.

Digitizing the store, the online-offline hinge

Connected both at home and on the move, consumers want to benefit from the advantages of e-commerce (suggestions, time-saving, real-time stock status, etc.) while retaining those of the physical point of sale (contact , human demonstrations and product tests, immediate purchase, no returns, etc.). Faced with these new, ultra-connected behaviors, physical stores are obliged to adapt and renew themselves to offer new, unique experiences that justify coming to the store. The digitalization of physical points of sale, the interface betweenoffline andonline, strengthens customer proximity by prolonging the digital experience begun online, from home and on the smartphone. Present in many forms and at all levels of the shopping experience, digitalization at the point of sale attracts shoppers, satisfies in-store visitors and builds customer loyalty, while at the same time gathering valuable data that can be exploited to offer better services.

The digitization of the physical point of sale is a must at solution , so as not to disrupt the consumer's purchasing journey.

Reinventing the in-store visit

The digitalization of the point-of-sale, by creating an original place on the border between the real and virtual worlds, re-enchants the visit to physical stores and offers visitors a unique experience. In-store digital technology, for example, makes it possible to present more products via screens or interactive terminals than the store can accommodate, while offering advice from sales staff. Online and in-store catalogs are thus homogenous, and the in-store visit is truly a different experience. Digital at the point of sale also gamifies the consumer's experience, at various levels (product discovery, waiting at the checkout, loyalty-building...), and, in addition to attracting the buyer's sympathy, helps attract younger customers... The examples are numerous and the applications infinite.

Physical commerce is becoming connected commerce, and its history is just beginning.

If you have a digital signage project, ask for a demonstration.

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