Interconnectivity and the widespread use of mobile devices, mobile applications and resources, websites and social networks are the basis for modern communication. We live in a new, digital age, expressed by globalisation and demographic shifts.
The retail market cannot remain unmoved by this circumstance. There is a huge range of possibilities in the digital age, and we need to position ourselves in this new reality. Brands and retailers in the digital age, more than ever, must blend the physical and digital dimension at the shop with e-commerce because digital consumers no longer distinguish between channels, and this situation is going to intensify.
The shop must modify its role in the purchase process. It is no longer merely a place to purchase a product. It’s also a space to have experiences and to receive professional and reliable information. However, the end goal is no longer just a transaction.
The shop is now a public space where purchasers experience the brand, testing and participating in its products.
We must reinvent the point of sale and adapt to this omnichannel consumer, offering him or her interactive, smart processes to garner loyalty to the brand and its products, and we must also take advantage of technology to create new systems that facilitate daily management tasks for a retail business and improve operations.
At the same time, we must use data-analysis tools provided by technology to constantly refocus marketing actions.
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