Retail 2.0 means multi-channel sales integration, where the main channels are:
- Traditional in-store shopping – the shopper enters the store, selects some items and brings them to the till where they are scanned by the cashier; the shopper pays and leaves the store
- Self Check-Out (SCO) – the shopper enters the store, selects some items and brings them to a special Self-Check-Out till where they are scanned by the shopper; the shopper pays (no cashier is involved) and leaves the store
- Self-scan – Store Owned (SS-SO) – the shopper enters the store, fetches a portable-scanner, selects some items and at the same time scans them, then pays (a cashier may be involved or not) before returning the portable scanner and leaving the store
- Self-scan – Bring Your Own Device (SS-BYOD) – the shopper enters the store, selects some items and at the same time scans them using an App installed on her own smartphone, then pays (a cashier may be involved or not) before leaving the store
The first channel (Ecommerce) is ONLINE, while the other ones are OFFLINE.
The word integration in multi-channel sales integration stands for:
- merging shopping-experiences
- combining shopper-behavior analysis
- coordinating marketing initiatives
- unifying sales and logistics processes
Different channels may be combined in many different ways: I created the following infographics that recaps the most important sequences (feel free to download the PDF clicking on the image below).
Andy Cavallini (email@example.com)
PS: the “glue” that allows to improve integration between online and offline channels could be a new open technological platform called iBeacon technology: it enables a simple and valuable interaction with in-store shoppers through their smartphones.
To know more about iBeacon technology, don’t hesitate to download a white-paper titled “iBeacon technology Bible 1.0“ clicking here; more content about multi-channel retail and iBeacons on my blogsite: http://www.gaia-matrix.com