As the global mobile phone and tablet penetration is widening the opportunities for expanding brick & mortar retail become a reality on a massive scale: digital signage will move beyond pre-installed displays and move onto the screens of the consumers.
In this post, we will take a look at the 3 new dimensions of a store that every store design professional will have to go for in 2016.
“Content is King” – the famous quote from Bill Gates. Soon this will be true for retail. Having on-the-spot mobile content in stores will become a part of the routine for store design. From simple information sheets to animation, videos or even information on available stocks of a particular product inside the store will be the norm. To do this in a convenient and cost efficient fashion, the physical web will offer the necessary toolset for retailers: easy content management and seamless integration will be the key drivers over an App-based approach.
Your store will act like your webshop and your customers will browse with their feet.
Your customers love their smartphones but they will not engage with you with their devices unless you provide real value: this will most simply be done with omnichannel loyalty programs: coupons and loyalty cards are the norm these days in most every form and it is a shame the world is still tied to plastic and paper. This can be done with apps but development is painful and expensive. It took Starbucks 10 months to roll out in the US and is only partially rolled out in the UK. This app-based approach will only work with the most loyal, fan-like customer-base and only with brands that have significant following. For the other 90 percent of companies the much more convenient and cost effective physical web approach will provide the adequate entry point for engagement.
You will be able to get rid of your expensive paper and plastic-based loyalty programs and coupons and drive revenue with e-commerce grade targeting.
The most important piece of the puzzle is completing the transactions. Payment will be much less expensive and much more data-rich through the devices of the customers. Compared to traditional POS solutions card processing fees range way lower in on-line payment processing due not requiring any devices or network access for the card readers. But the biggest added value will be the data: more data about the customers will ultimately allow for better customer service. Integrating mobile payment in retail apps will be expensive though. There is a much more cost effective method: the physical web will enable the key integration to web payment processing services that will make processing retail transactions a breeze.
On the physical web your customers will pay just like they do on a webshop.
With over 2.5 billion smartphones new dimensions of retail are emerging. Having the targeting precision and data-rich decision-making of e-commerce with the colorful nature of brick & mortar retail will set new possibilities for retailers and brands alike.