Reaching out to customers digitally and giving them targeted support in the purchasing process: what’s behind it? Which digital medium suits your company and your goals? Why is the use of digital technologies worth your while and what do you need to consider when integrating it into your existing store structure?
Judith Hellhake, who heads the Centre of Excellence for SME 4.0 at the Institute for Trade Research (IFH) in Cologne, shows in her InsightsTalks online presentation the path to the digital point of sale. She provides retailers of small and medium-sized enterprises with a roadmap for applying digital technologies at touchpoints along the customer journey.
The roadmap for the use of digital technologies at the point of sale:
- Objectives for the use of digital technologies
- Planning and placement of digital technologies at the point of sale
- Touchpoints for digital technologies along the customer journey
- Continuous impact monitoring