Digitizing Your Brick and Mortar: Where to Start

If you’re looking to bring digital into your brick and mortar, but don’t know where to start…. don’t worry, you’re not alone. With the ever-changing digital landscape and expectations of today’s always-on connected shoppers, retailers everywhere are facing the same challenge. So, where do you start?

The simplest answer is that in-store digital should be leveraged to solve a current problem. Today’s consumers are more informed than ever before and are mobile focused. They have higher retail experience expectations and demand personalization. Digital technology can come in a variety of forms to meet these needs, but without a clear objective, even the best technology can have low adoption by your staff and customers.

Digital can be a solution when you need to:

  • Reframe your customer’s experience – from neutral or negative to positive
  • Create an immersive environment – make your customer’s aware of their options
  • Empower your staff – reduce turnover and instill trust to your team
  • Integrate the technology systems and channels – connect the in-store experience to the pre and post store visits

Whether you are looking to bring in digital display screens, data capture technologies, mobile order and pay, digital check-in, interactive selling or simply wish to improve your customer’s in-store experience through their mobile device, bringing digital in-store does not have to be daunting. The first step is to determine what problem digital may help solve based on your needs and budget.

There is no digital “silver bullet.” First set your goal, then evaluate various digital technologies to find what’s best for you and your brand. Identify what you can learn from digital and develop a measurement plan.

And remember, “going digital” does not mean your traditional signage should be removed. A balance of the two can create an optimum in-store experience.

 

Written by: Dan Chiado, TPN Account Director

 

 

 

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