Customer journeys blend digital and real-world experience. Dan Pike at ADM Group explains how brands can make the most of dynamic point-of-sale opportunities in this omnichannel environment.
Technology is reshaping the retail and marketing landscape. Point-of-sale (POS) is no longer just a static sales touchpoint but is evolving into a dynamic, interactive exchange that drives personalized, immersive engagement and reinforces brand identity.
However, with 61% of Gen Z consumers still preferring to shop in physical stores, the key to harnessing digitalization is not about completely replacing traditional POS.
Instead, success lies in achieving a seamless blend of physical and digital elements that enhances the customer experience. So, what’s the secret for brands to thrive in this new retail landscape?
Omni-experience
While omnichannel refers to a brand presence that seamlessly connects across multiple platforms, this concept often leads brands to lose sight of purpose and effectiveness. Simply using multiple channels is not enough.
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