The Medial Customer Journey at the POS
Permaplay offers different concepts for a powerful and sales-promoting POS communication
More and more people are buying more and more products in more and more places.
The exciting question “Who will win: stationary retailing or online trading?” has been discussed for years. Permaplay Media Solutions Managing Director Werner Vogt, however, is certain: “Both will win. The new trade structure is a complex system called New Retail. New Retail refers to the complete integration of online, offline, logistics and technology into a single value chain.” New Retail is based on the understanding that stationary retailing is of crucial importance to the survival of brands, retailers, marketplaces and consumers. The Chinese entrepreneur Jack Ma, founder and owner of the e-commerce giant Alibaba, is also sure: Future retailing is not a question of online or offline, but of the ideal combination of all its elements.
According to Werner Vogt, this macro-economic view is also the blueprint for successful POS marketing: Consistently coordinated media guide and accompany consumers in front of and at the point of sale on an optimal value-creation tour. Permaplay offers its customers a variety of tried and tested concepts for powerful and sales-promoting POS communication: Linear LCD monitors of the Professional and Standard line, interactive POS media and networked POS media systems in sizes from 7" to 55". In addition, there are special models for display and shop fitters (Open Frame 10" and 15"), space-saving cardboard displays (7" and 10"), eye-catching customer stoppers (32" and 43"), bar displays as well as video brochures and video boxes. “Based on our decades of experience, we put together an individual POS concept for our customers from this high-performance portfolio which guarantees an optimal customer journey”, explains Findaria Sunardi, responsible marketing and sales manager at Permaplay Media Solutions. “Today, dealers need to awaken emotional desires in a digitalized world. In addition, the POS should become a creative and innovative living space that offers sensual and personal experiences.” For Permaplay, the customer journey obviously comprises the integration of the concept into Internet order channels.
Permaplay POS concepts are particularly effective in awakening the great potential in customers to make positive purchasing decisions at the POS if the communicated content and products meet the customer’s individual needs. Numerous studies show that optimized POS media systems significantly increase the length of the customer journey in the retail stores and accordingly increase the value added per customer. Permaplay Media Solutions also sees significant qualitative benefits in custom-fit POS solutions such as improved service quality through the combination of personal and digital advice and improved effectiveness through real-time content updates depending on customer groups, season, time of day or other factors.
“Now is the right time,” says Werner Vogt, “to talk to us about suitable strategies for the autumn and Christmas business. Even special shopping highlights such as Black Friday in November should already be designed today in order to generate optimal sales dynamics on the Internet and at the POS.”
