A digital store is a new type of shop concept that creates an optimal connection between the advantages of online trade and retail. But only if you approach and plan it right.
What is a digital store anyway? Loosely translated into German, the English term means digital shop. In other words, a shop that is connected to the latest achievements in modern technology and passes on the benefits to its customers. There are many different facets to how this happens. In terms of content, it is simply about bringing more flexibility to a rigid establishment and expanding the offer in a simple way. The goal should be that more satisfied customers also go shopping on site again without missing anything. What they should have with them is their smartphone.
Cool features in the Digital Store
Emotional and functional features increase the fun of shopping. In this way, a shop grows beyond itself, so to speak. Which special small and large digital gimmicks there are is, of course, basically up to each digital store operator. For example, the distribution of QR codes on the individual articles is widespread. With the appropriate app, which should of course be available to all customers free of charge, they can simply scan the code with their smartphone. This then not only shows them valuable information about the item itself, it also automatically determines where the product can be found in the desired size. This is a huge advantage, especially in clothing shops, because not all favourite items are always available in the desired size and colour. If something is missing, it is either ordered directly from the warehouse or ordered online and then sent to the customer. As a result, the customer always goes home with a nice sense of achievement. In addition, the system saves the help of many employees, because the technology takes care of everything and extensive advice or help with the search is no longer necessary.
Use simple payment systems
Once the shopping is done, it’s time to pay. In digital stores, this can also be done easily via smartphone. Scan the items, have the price calculated and pay the bill using an online payment system such as Paypal, credit card, Direct Pay or similar. If you don’t have a smartphone at hand, you can also go to terminals in the shops. There, the entire process works the same way, except that a large scanner is available. Those who are unsure exactly how to proceed with the technology can of course get help from staff. This saves time and personnel and makes shopping more flexible than ever.
Leading by example
In Japan, for example, there are now shops that function completely autonomously without employees. Customers go through a small barrier and scan their customer card. Then they take what they need from the shelves, scan everything, pay and leave again. Once a day, a member of staff comes to check up on them, also to replenish the missing items on the shelves. Shopping could hardly be simpler. Nor could it be more flexible, because these shops operate far from the usual opening hours and are open 24 hours a day. After all, they don’t need more than lighting and cooling, so the digital stores generate hardly any costs, but a good turnover. Similar systems do not yet exist in Germany. But the first model tests by large chains like Aldi already exist. So it should only be a matter of time before the concept is also introduced here.
Time to play in the Digital Store
Of course, the experience aspect must not be neglected. That’s why many digital stores offer small games to entertain customers in addition to colourful, changeable sales areas and screens with the latest offers. These are always coordinated with the shop concept and of course work via the smartphone. The aim is to find small hidden clues in the shop while shopping or to throw flying vegetables into a shopping basket. The possibilities here are almost unlimited. Playing games while shopping makes it less monotonous and leads to customers staying longer in the digital store on average and shopping more accordingly.
Image copyright: AndrewLozovyi
