Several retail outlets have been able to use their window displays to gain visibility and interest customers even more. For example, some brands offer a preview of their catalog from their window. This way, customers can find out about the best products offered by the brand without having to enter the store. And for those who have the possibility of opening their point of sale, doing so easily converts customers. Indeed, with health restrictions, people come less to stroll around, but directly to buy.
In addition, although present in points of sale for a long time, the use of screens has also changed somewhat with the pandemic. In times of Covid, interactivity with touch screens is no longer possible. On the other hand, monitors can broadcast important information about the product through slideshows or demonstration videos.
QR Codes: access information at the point of sale
Previously not very popular, the use of QR codes has become usa mobile database more widespread with the pandemic. They provide direct access to customers who can help the customer find information about a product or service. For example, the QR code allows direct access to the product sheet .
The QR code is not limited to this type of use, however. In restaurants, for example, it is used to order from the menu. In short, it is used to support the buyer in his deliberation by giving detailed and objective information. They also provide the experience of dimensions.
Finally, a final interesting result of QR codes is to illuminate the purchasing process. They make you want to buy, help to arbitrate through comparisons, guide in the purchase and project in the use.
Product content is a practice that consists of producing content that concerns a product. It therefore centralizes sources of information thanks to the QR code. If before there were classic media to talk about products through advertising or other presentation media, on digital, this is done in a more modern way.
We then have the formula:
Digital product content = Product page + Product universe (demonstration of use, variants, prices, staging of features, etc.) + Advice (help and advice on use) – Product trial (in-store visit or purchase with return).
The product sheet and the brand space: two logics
The product sheet is used to sell, we are on a white background, on objectivity and rationality, we are given factual information, it is not about advertising the communication. We must even avoid the emotional which would cast doubt.
The brand's space or site is rather colorful, aesthetic, cultural. We have much more emotions on the brand's site than on the sales site.