Today’s consumer is more connected, more informed (performs research on the internet before going to a point of sale), looks at photos, is more mobile (the consumer frequently uses his smartphone within the point of sale). sale for additional information) and this rubs off on his buying journey. Where the internet was considered to be a competition for traders, it now acts as a sales aid and makes it possible to enhance the image and content. It is important, however, to be careful that companies do not see the digitalization of their point of sale as an end in itself. A point of sale must not become an accumulation of digital tools reduced to the rank of gadgets, if there are none.
We try to entertain him, amuse him, amaze him to build loyalty, while he feels privileged. It is also an extension of the relationship initiated by the brand on the web: the link between the various devices must be maintained throughout the experience in order to ensure the maximum return and impact. (shares, tweets, likes on social networks…).
Simple example of a concrete case, Smiirl, a French start-up, has imagined a subscriber counter to be installed in storefronts in order to attract physical customers whose objective is to shorten the link between the physical and digital identities of shops and other places welcoming the public.
Smiirl is a project born from a conversation around the digitalization of these wind spaces. Fliike is a Facebook fan counter connected in real time through a simple wifi connection. This comes in the form of a vintage box connected to the store’s Facebook account. It is visibly installed in the shop front and displays the evolution of the number of “likes” on the company page.
Official figures from Facebook show that millions of local businesses today have Facebook pages around the world. These local businesses are starting to get used to these digital tools and are creating relevant and rewarding content on many platforms: Facebook, Twitter, Instagram … without seeing any return on investment. Here, one goal: to transform a customer into a fan on a social network by encouraging them to integrate into the digital community.
For simple example, a restaurateur who had 620 likes and who 3 months later had increased his likes by 50%! The video he made:
The counter is a real loyalty tool. Installed inside an establishment, it lets visitors / customers know that the restaurant / café / shop has a Facebook page and this encourages Like. Generally, when someone queues to order and taps on their cellphone looking for content, they are on … Facebook! So now’s the perfect time to convert her to a fan and stream images and videos to her. This makes it possible to link the virtual to the real in a communicative vessel approach. An effective strategy in this sense, which targets the content strategies developed – especially for small businesses.