What is Offline POS Selling
PoS: the point of situation
A study by the creative agency Interone, in which the Criteria for the success of modern retail businesses to be discribed. So the successful core businesses are predominantly practical, helpful, time-saving and firmly integrated into everyday ways and routines. Even more: up to 66 percent of people shop where they are passing by and thus decide on sales success.
The sale is increasingly becoming an “in between” business. As a result, more and more retailers in all industries are creating new sales areas and distribution solutions that are increasingly reflected in the buyer's daily environment: event cooperations, mobile retail spaces or new sales concepts in everyday locations, such as the subway stop in front of the office . The world's most famous concept for the Impromptu consumption in between developed the supermarket chain Tesco by setting up a virtual supermarket in a subway station in South Korea. Mercedes-Benz does it in a less sales-oriented way. The car manufacturer was already represented at district festivals in Hamburg with a pop-up store in the form of a sea container to pick up young target groups in their living environment. According to the company, this is less about direct sales and more about the brand experience.
The development of new sales areas becomes the main task of lifestyle distribution. But that requires a lot of flexibility. Virtual stores with interactive QR posters or augmented reality shops offer retailers the opportunity to design locations and rooms individually. That is a particularly flexible model mobile vending. The young on-the-go society mobilizes trade and leads to new concepts on wheels. For example mobile pop-up stores like the Adidas store built into a VW bus, with the help of which the latest skateboard collection was sold to passers-by in Sao Paolo. Or the Pepsi drinks machines that are installed in the back seat of London taxis to offer refreshments to every passenger.
The fact that customer-tailored distribution depends on many individual factors of the buyer represents a challenge for retailers. A Europe-wide retail study commissioned by Fujitsu confirms this individual experience at the point of sale as one of the most important success factors in the retail industry. The individualization of society has meanwhile advanced so far that thinking in terms of clearly defined target groups does not go far enough. A single customer has a wide range of motives and needs, roles and situations in everyday life that shape their buying behavior and make it more complex and volatile. It is therefore seldom enough for retailers to simply open new stores in a different location. In this context, context-related sales are becoming more and more important and demand more Empathy towards the individual buying situations.
Large companies like Adidas are also starting to structure their distribution in a more situational way by not concentrating only on their prestigious flagship stores, but on the right “momentum”. This is what Germany's most successful creative agency Jung von Matt calls the phenomenon of the correct “snapshot” that needs to be captured in communication. The Moment of truth used to be closely linked to the purchase decision in the store. Today - driven by the megatrends of individualization and mobility - these moments can take place anywhere. They are more impulse-driven and depend heavily on the buyer's motivation. The decisive factor is whether you can properly use these moments for yourself.
This text is a revised excerpt from the Retail Report 2016
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