Brick-and-mortar technology should appeal to your target audience
There are so many ways to integrate technology into brick-and-mortar stores, but that doesn't mean that every option is appropriate for every business. Your target audience should dictate the approach you take to enhancing the in-store shopping experience. Appealing specifically to your key demographic can strengthen your brand's reputation and encourage shoppers to come through your doors. Whether you're focusing on the point of sale experience, the store layout or customer service offerings, certain technologies could prove more useful than others.
Children
When you provide goods or services for youngsters, you may want to focus on the overall experience of shopping. For instance, you could set up interactive displays that engage children while they are in the store. Parents will also likely appreciate the ability to purchase their items quickly and easily, as maneuvering in a long line with kids in tow can be stressful and may even lead some to abandon their purchases. POS software that can expedite the payment process and help customers get on their way faster could increase sales.
Young adults
The millennial generation, born between 1980 and 2000, is a demographic used to seeing technology in most every facet of life, so incorporating a digital experience into a brick-and-mortar store that caters to this group could prove beneficial. According to SFGate, millennials spend roughly $200 billion annually in retail, and they're also very tech-savvy. Omnichannel strategies, such as retail management software that creates a seamless shopping experience between online and in-store, could encourage shoppers to visit stores and spend more.
Giving customers access to retail technology, such as tablets that allow them to easily look up product information and reviews, can bring foot traffic through the door. This generation may be more inclined to use digital wallets than pay with cash or credit cards, so POS software that can accept a variety of payment methods could also prove lucrative.
Older adults
Just because millennials may be more comfortable with technology doesn't mean older adults will shy away from it. However, retirees and middle-aged shoppers might appreciate a more human touch in a shopping experience that gives them a personalized experience. Retailers can consider equipping their staff with mobile devices so they can more easily assist shoppers in finding out about various products.
These examples may not work in every setting, but by trying new online strategies and store merchandising techniques, businesses will be able to get a clearer picture of the best options for their store experience.
