Future of Commerce

How you improve the customer experience and business in your point of sale with digital content

Discover how platforms like Quable PIM/DAM and Cloudshelf's in-store Ecommerce solutions can enhance the in-store experience, extend product ranges, and automate content distribution on digital screens.
March 9, 2023
Ghislain Ulrich
How you improve the customer experience and business in your point of sale with digital content

In the world of brands and retailers, customer experience is vital. Customer satisfaction, loyalty, and brand image are all crucial factors that impact business performance. With the increasing prevalence of an omni-channel strategy, ensuring a consistent and seamless customer experience across all sales channels is paramount.

To achieve this, several platforms and tools play a critical role in providing a uniform experience for customers, B2B clients, and sales personnel. But how can brands use digital content to improve the customer experience at the point of sale?

Creating an in-store experience with PIM/DAM content and Shopify

Digital and physical are extremely intertwined for brands. When combined together and working in synergy, your digital channels enhance the appeal of your stores. Online information gathering, comparison shopping and review sites are all motivations that drive your customer to browse your digital channels and subsequently to visit your stores. The content in question, managed by platforms such as PIM/DAM and Shopify, is then THE major source of value for your brand.

Digital for the point of sale experience

Content encountered, such as product descriptions, photos, videos, and packshots, plays a vital role in enhancing brand value.

Your digital content can add significant value to the in-store experience. Consumers seek complete and transparent product information to instil trust in a brand. A platform such as Quable PIM/DAM ensures that all product content is consistent across sales channels. Easy-to-use platforms like PIM enable brands to optimise their customer journey and experience at the point of sale. For instance, Quable PIM facilitates the creation of catalogues and brochures and feeds content to sales personnel's tablets and other digital media. It also allows brands to create QR codes or coupons for sales operations or contests.

Range extension at the point of sale: upsell, cross-sell, and improve margins

With high-quality digital content, brands and retailers can improve the in-store experience, especially on endless aisles.

Indeed, there are very often more products available on their e-commerce site than there are physically in their shops, showrooms or pop-ups. 

This is an opportunity for them to show and sell, via digital screens, products that they do not have the space (or the desire) to display. These are therefore additional sales with high margins, as they do not require a display or storage area. 

In this context, a customer-oriented digital solution, which takes over the content of the E-commerce site (which is often of high quality), makes it possible to show, present and sell all the products. 

The temptation is sometimes to just put your website on a screen, but the experience does not work because

  1. The content is not tailored to the customer journey in-store (I am looking for a particular product category),
  2. The website experience is not adapted to interactive use in-store (cookies, etc),
  3. Customers do not want to enter personal data on a split screen.

Major retailers such as IKEA, Decathlon or H&M have developed their own range extension solution/application. This type of solution is generally called Phygital (physical + digital). Cloudshelf calls it In-store E-commerce. 

Enhance your sales team as experts

Your sales team's expertise is crucial to your brand's credibility, and your digital content plays an essential role in maximising it. With a comprehensive library of product information and data, your sales consultants can enhance their expertise, thus presenting your products in the best possible way. PIM/DAM platforms such as Quable ensure that all the required product information is available in one place, synchronised in real-time, and reliable, thereby enhancing the customer experience.

Automate the distribution of content on digital screens at the point of sale

Time is precious for brands and retailers, and automation is the key to being more efficient. Platforms such as Quable and Shopify make automation possible, saving time and effort. Quable's PIM/DAM platform allows brands to centralise product information, ensuring that it is accessible to everyone and updated in real-time. This makes it easier to feed Shopify sites safely and efficiently.

Take back control of your content and distribute it widely

Your content belongs to you and you are the master of it. Once validated on your side, it is much easier to distribute it on all your sales and distribution channels. Many tools on the Quable PIM side, such as workflows and completions, make it easy to manage these processes. With workflows, each business team knows what it has to do, when it has to do it and what its contribution is to the product data. Teams are interdependent, and can work independently and smoothly without depending on the progress of other teams. Completeness also allows your teams to check the level of information on their products and whether they are distributed on each channel (website, marketplaces, resellers, etc.) to make sure they are not missing any important information for your customer. 

It is this kind of PIM functionality that has made the difference for Quable's client Petit Bateau, for example, and which has since managed to increase the conversion rate of its website.

Automatic creation of the interface and content on your point-of-sale screens

Implementing quick and simple content solutions on interactive kiosks or digital signage is vital for brands. These phygital solutions can be expensive to deploy when you develop a specific technical solution and dedicated content. One solution is to take over the content of the e-commerce site, which is very often of high quality. 

Cloudshelf is a Shopify application that enables brands to create engaging in-store experiences through interactive kiosks, endless aisle, and digital signage. It allows brands to take over the content of their e-commerce site, which is often of high quality, and create an interface that can be adapted to the customer's journey in-store by displaying specific product categories or promotional items. 

Cloudshelf also offers payment by QR code, making the checkout process faster and more convenient for customers. With Cloudshelf, brands can leverage their digital content to enhance the in-store customer experience and increase sales without the need for additional display or storage space. The simplicity and speed of creating a Cloudshelf for a point of sale is an important distinguishing factor because it can be set up in three minutes. Watch our setup video!

Tomorrow's software: the choice of SaaS platforms

Software-as-a-Service (SaaS) solutions such as Quable's PIM/DAM platform, Cloudshelf's platform, or Shopify's Ecommerce platform require minimal maintenance, making them scalable, user-friendly, and cost-effective for brands and retailers. Quable's offers and packages are tailored to brands' growth objectives and include support, data security, product information hosting, platform upgrades, and maintenance.

Enable Shopify agencies to extend their business to retail teams

The adoption of digital solutions in retail presents new opportunities for Shopify agencies and integrators. Digital solutions that improve retail activity can increase business for agencies and integrators, who can sell their content management solutions and services to teams that they are not used to dealing with, such as IT, retail, or even brand teams (for digital signage). This opens up a new market for agencies, as brands seek to complement the e-commerce site with their physical retail business.

This way, the sales of products that are made via Cloudshelf will be integrated into the turnover of the store and the objectives of the sales staff. The result is digital content that directly improves the physical retail business. 

The example of Shopify POS

Shopify POS is a good example of how agencies and integrators can interact with IT and retail teams to optimise the in-store experience. Cloudshelf and Shopify POS are complementary solutions that offer a complete end-to-end experience for retailers to improve their in-store business with optimised digital content delivery via solutions like Quable and Shopify.

In conclusion, brands can significantly improve their customer experience and business performance at the point of sale with high-quality digital content. Ensuring consistency and reliability across all sales channels requires the right software and platforms like Quable PIM/DAM and Shopify. Platforms like Cloudshelf can help brands take control of their content, distribute it widely, and create engaging in-store experiences that complement the e-commerce site. Agencies and integrators can leverage these digital solutions to expand their business and help brands achieve their growth objectives.

To find out more

To find out how we can help you to enhance your in-store experience for shoppers with Cloudshelf displays contact us at sales@cloudshelf.ai.

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