How to use Digital in Retail? New infographic on “digitail”

Share this post:

 The digital in retail blueprint…

As companies continue to construct digital marketing strategies and plans, one area that still remains embryonic is the use of digital in retail.  The question that retailers are asking themselves is how to use digital to augment the retail experience.  There are several axes as to how brands and executives are viewing the problem.  Many come at it from a point of view such as:

  • it’s a way to reduce costs (i.e. eliminate some personnel)
  • it’s a way to capture customer data (CRM and other thoughts that tend toward big data…)
  • it’s a way to control inventory (back office tie in with suppliers)
  • it’s a way to innovate (it’s the next shiny object)
  • it’s not (yet) relevant

Certainly, digital is not necessarily right for all brands and/or outlets — and certainly not yet.  There are plenty of back office benefits to using digital tools and platforms, including internal communications, inventory movement, etc.  However, first, the real question that marketing managers and business executives need to be asking themselves is:

In other words, what value added services can a brand/store provide to surround the base product offer.

The customer journey

Brands and retailers should orient their line of reasoning around the customer experience and, therefore, the customer journey.  Herewith is a new infographic, created with help from Renaud Ramaud and Antonio Meza (artist).  This infographic focuses on the different ways that digital can be used in retail.  The customer journey is broken down into six segments:

  1. in the vicinity
  2. at the shop window
  3. in the store
  4. in front of the product
  5. payment
  6. customer service

Digital in Retail Infographic

Below the image (jpg), you will find a link should you wish to download and/or share the PDF!

Digital in Retail Infographic, The Myndset digital marketing

4 keys to implement successfully digital in retail

For retailers looking to inject digital into the consumer journey, several elements must be taken into consideration before investing:

  1. What objectives are you wishing to achieve and how will you be able to measure against that target? {Click To Tweet}
  2. Evaluate the technological platforms and, when launching, scrupulously test and learn to avoid unfortunate bugs. {Click To Tweet}
  3. Don’t underestimate the human factor.  The staff will need to be brought in as partners with the requisite training. {Click To Tweet}
  4. Integrate the full team into the development, including IT, marketing, CRM, customer service, retail personnel and HR. {Click To Tweet}

If you’d like to read more about digital in retail, I created another infographic, The state of digital in retail or “digitail” here. I note that in this post’s title and in the past, I have referred to Digital in Retail as digitail.  I recently met the people who trademarked the term in Europe: Human-Inside.  So, herewith, a hat tip to Ludovic and his team.  Kudos.  I’d also like to give a hat tip to Barry Bourbon (@Gensler) and Dan Shust (@Resource) who did a great presentation at SXSW2013 entitled “Retail Rewired.”

To download this PDF, click here.
If you like this infographic, I hope you will consider signing up for the weekly newsletter to stay up to date with the latest digital news and analysis. Subscribe here.

Your thoughts are more than welcome!

16 Comments, RSS

  1. yendi

    Thank you for putting clarity in the development of new customer experiences loaded with so much technical terminology, and buzz words such as digitail.

  2. yendi

    Thank you for putting clarity in the development of new customer experiences loaded with so much technical terminology, and buzz words such as digitail.

  3. […] Machines and brands don’t talk.  People do.  Digital devices and platforms are merely tools.  When companies want to “get” digital, they must first “be” digital.  In other words, the individuals in the company must be appropriately trained, guided and empowered to use the digital tools.  When brands or retailers use digital in retail locations, the most common oversight is the lack of training for the personnel who are on the front line, interfacing with and accompanying the customers in the shop. I stress this point in the Digital in Retail infographic I recently published. […]

  4. […] Machines and brands don’t talk.  People do.  Digital devices and platforms are merely tools.  When companies want to “get” digital, they must first “be” digital.  In other words, the individuals in the company must be appropriately trained, guided and empowered to use the digital tools.  When brands or retailers use digital in retail locations, the most common oversight is the lack of training for the personnel who are on the front line, interfacing with and accompanying the customers in the shop. I stress this point in the Digital in Retail infographic I recently published. […]

  5. […] Machines and brands don’t talk.  People do.  Digital devices and platforms are merely tools.  When companies want to “get” digital, they must first “be” digital.  In other words, the individuals in the company must be appropriately trained, guided and empowered to use the digital tools.  When brands or retailers use digital in retail locations, the most common oversight is the lack of training for the personnel who are on the front line, interfacing with and accompanying the customers in the shop. I stress this point in the Digital in Retail infographic I recently published. […]

  6. […] Machines and brands don’t talk.  People do.  Digital devices and platforms are merely tools.  When companies want to “get” digital, they must first “be” digital.  In other words, the individuals in the company must be appropriately trained, guided and empowered to use the digital tools.  When brands or retailers use digital in retail locations, the most common oversight is the lack of training for the personnel who are on the front line, interfacing with and accompanying the customers in the shop. I stress this point in the Digital in Retail infographic I recently published. […]

  7. […] Machines and brands don’t talk.  People do.  Digital devices and platforms are merely tools.  When companies want to “get” digital, they must first “be” digital.  In other words, the individuals in the company must be appropriately trained, guided and empowered to use the digital tools.  When brands or retailers use digital in retail locations, the most common oversight is the lack of training for the personnel who are on the front line, interfacing with and accompanying the customers in the shop. I stress this point in the Digital in Retail infographic I recently published. […]

Your email address will not be published. Required fields are marked *

*

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Subscribe to my bi-weekly newsletter

Subscribe to my bi-weekly newsletter

for exclusive content, insights and eye-opening videos. My promise is to stimulate, educate and entertain. I'll also give an overview of the latest content and alerts about upcoming events at which I will be speaking. You can always find my books on Amazon, including my latest book on leadership, You Lead, How Being Yourself Makes You A Better Leader by Kogan Page.

Thank you! You have successfully subscribed!

Pin It on Pinterest