Immersion into the new tech buying process in the connected shopper’s shoes! The future of traditional commerce is already here.

Watching TV in your living room will soon be a totally new experience. The connected consumer constantly switches from one device to another, going from their smartphone to tablet, to desktop, to laptop, to television, and back to their smartphone.

“Second screening”—the use of a phone or a tablet while watching TV—is now an integral part of the connected consumer’s behavior. According to a survey from Ericsson Lab, 60% of the time TV viewers are watching a show in the evening, they’re also using their smartphones, tablets or other devices. That means it is now necessary for brands to fully integrate this second screen into their business strategy. The multi-channel customer process starts with the consumer.

New technologies are evolving at a fast-pace. If current trends continue, our Internet interaction and modes of consumption will quickly change with the increasing number of connected objects. Soon, surfaces of all kinds will be digital and interactive, like a coffee table for instance. Other objects, like smart glasses or smart watches, are becoming an extension of ourselves. Further away but still on the horizon is augmented reality which, perhaps one day, will change the way people browse the Internet in every home worldwide.

After engaging with brands online, the consumer then continues his buying journey in the streets. Mobile device in hand, he will interact with urban furniture, billboards or store windows thanks to technologies like NFC, Beacon BLE, QR codes or interactive screens.

Point of sale systems have also started on their technological revolution. New technologies are a real opportunity for traditional commerce. Today, mobile point of sale (mPOS) systems allow stores to access their clients’ profiles in real time. They can give better advice thanks to a better acknowledgement of their needs. The power of the Web is transposed into the physical world with mobile devices; they became tools at the store’s service by offering a continuity of the digital experience, from the home to the store. The point of sale is where we see digital’s true potential exposed.

In-store payment is also changing, especially with the growing adoption of the digital wallet. In the future, major Internet players could become banks… and why not imagine making a payment simply with a face recognition tool?

“The “ambient retail” revolution has started with the iBeacon BLE booming. This technology allows personalized communication on the consumer’s mobile phone, depending on his customer profile and his position in the store.

“As with Internet retail, traditional commerce needs to better understand its customers’ behavior if it is to offer them a more adapted, targeted and personalized experience. Tracking and customer knowledge are the next big issues for tomorrow’s point of sales. From the sofa to the storefront, data will be the new El Dorado for retail. Players using and mastering customer data will be winning the retail digital revolution.

Analysis by Nicolas Diacono, Techno Trends expert at Echangeur by LaSer –

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