When it comes to the retail space, I think we risk talking “POS” to death in the marketing media. It feels like POS has become synonymous with the whole ‘retail story’. Don't get me wrong - POS is critically important but it's just one aspect.
We need new dialogue about how to create effective, engaging brand experiences at-retail. Technology plays a key role in this.
Why? At its core, retail is about moving people to purchase.
We need to shift our thinking about retail marketing from its current focus on “the point of transaction” to a conversation about holistic brand interactions. When Apple created their new retail formats I'm guessing that they thought in terms of "brand touchpoints" / "brand experiences" and "retail destination". The POS was part of a bigger, holistic brand discussion. The places Apple looked for inspiration when designing their retail spaces were totally outside the box - to the point where they are now legendary. Apple have taught the market a lesson - the proof as they say, is now in the pudding!
I absolutely believe that when we talk "retail" we are talking "brand." The two go hand-in-hand. By just focusing on "POS" (the “point of transaction”) we risk limiting our thinking about what's possible for retail brands...........what we can do to really make retail work its hardest to deliver brand experiences, encounters and interactions.
It is these things that will drive sales, loyalty and repeat visit - POS should be just one touchpoint in the whole story - not the entire narrative.
