On-shelf advice, back to basics for retail

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Pliiz™ is the result of an unrelenting observation that every consumer suffers from on a daily basis. The rapid need for on-shelf advice is unsatisfied!

[/vc_column_text][vc_empty_space height=”22px”][vc_column_text]The current retail trend is Smart Phygital, and brick and mortar (brick and mortar stores) are getting a particularly successful facelift by returning to the essential: the quest of sense and the sensory. For those whose term seems barbaric, Smart Phygital refers to a hybrid form of commerce where physical points of sale are the scene of very innovative digital technologies for the benefit of customers. Equipment becomes the cornerstone of this phenomenon, where a successful in-store experience necessarily requires creative and evocative scenography.

Paradoxically, despite a context of strong investments by retailers (materials, marketing), who have historically always been able to adapt to the new expectations of their customers, the frustrating experiences of consumers are not lower than in the past, and present in addition the character of being “remountable” on the canvas. It is true that this frustration is partly attributable to the increased, sometimes elusive, demands of today’s over-informed consumers, who want to be both free and empowered, unique and members of a community.

Who cares! It is up to brands to adapt by making informed decisions, so that supply and demand meet optimally. The equipment present at the point of sale aims in turn to save time (payment by mobile), save money (digital loyalty programs, etc.), and facilitate (digital mirror in the fitting room, etc.). ) or even enhance or even make entertaining (interactive terminal, makeup workshop, etc.) the purchasing experience of 2.0 consumers…without prioritizing human interaction within the store itself.

Error of assessment. Let’s take the very telling example of the situation in specialized distribution. Experts in the field agree that a good specialized salesperson must devote at least 70% of their time to direct contact with their customers, which is unfortunately not the case, since salespeople are also responsible for accomplishing numerous time-consuming tasks (stock management, department organization, labeling, department-reserve round trip, etc.) which sometimes distance them from the direct line needs expressed by their customers.[/vc_column_text][vc_empty_space height=”22px” ][vc_column_text]This is precisely where the problem lies since the lack of assistance at the point of sale is perceived by the customers themselves as one of the main causes of renunciation of the act of purchase. It is on this ability of brands to offer digital relays of human information in the necessary numbers that a successful purchasing experience in the future will depend. It is this ability of brands to integrate the fact that this experience must be interpreted as a global brand experience, where the physical and the digital are part of a virtuous complementarity: It is good to find what you can’t find online that a customer comes to the store!

In such a context, brands and start-ups must work together. Present at CES in Las Vegas next January, Pliiz™ is the result of a long process of gathering experience from its teams. This is a mobile application that allows customer users to quickly contact the staff of a brand or service establishment (supermarket, fitness, restaurant, etc.) by scanning a Pliiz™ code available to them. With a simple click on their smartphone, the consumer calls a member of staff, who immediately informs them that their call has been received (acknowledgment).

In its capacity as a European customer service expert, NICE SOLUTIONS remains an informed observer of these changes in retail, more precisely of the challenge that these new expectations represent for brands, but also of the pitfalls to avoid. Certain themes (investments by brands in customer proximity solutions with the sales team) seem to us to arise from clear evidence and therefore to be prioritized, while others appear to us to be justified but still in the maturation phase in terms of demand (certain forms of artificial intelligence, etc.), and therefore to be implemented after having dealt with the basis of physical commerce: human contact!

By Stéphane Marchisio

[/vc_column_text][vc_empty_space][vc_column_text]Learn more:

Pliiz™ previewed at CES 2019 in Las Vegas

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