The digital at the center of the point of sale: the French brands are on it.

The digital is today a major point to make an efficient and modern marketing strategy which can touch most of people. These past few years, the digital has booming and customers can easily be tempted to give up on the classic way to buy and go for the modern way on the internet. That is why new technologies must be taking into consideration to keep attracting clients. Some brands have particularly played their cards right by creating interesting digital experience that seduce and captivate the customers.

Lacoste

The French brand Lacoste specialized in the sportswear, which is trying to change her position since 2015, took the opportunity to reorganize their points of sales by bringing some elements from the new technology. People like and are attracted by the digital and Lacoste really understood that.

Tablets are the first digital tool implements in the Lacoste shops. Their goal is to sell products that aren’t in the boutique directly from the tablets. Then, we’ll find the Click & Collect system which is more and more present in shops. This one allows clients to order their articles from their home and to take it back at the store. Finally, to make the clients loyal to the brand, Lacoste ask them their e-mail address. Thanks to that, the brand can easily make a link from the address to a Facebook account in 60% of the case. This helps to get more data from the clients.

With their major goal to modernize the brand, Lacoste has perfectly known how to bring the digital into their shops. The society is the perfect example that shows how easy it is to get the digital into a store without making big modifications and spending too much money.

When we speak about the digital in shops, the brand Undiz specialized in the underwear is the one that come in first. This French society founded by the ETAM group has quickly invested and set up a unique sales experience thanks to the digital.

In January 2015, Undiz launched their new concept, the “Undiz Machine” in the Toulouse store. This first point of sales of 50m2 setting the new concept is equipped to 4 touch screens terminal where clients can browse all the products available in store and in the stock. When the customer found what he was searching for, he orders it from one of the touch screen terminal. Then, the product will come in a capsule to arrive directly on the hands of the customer. Finally, he only has to go to the checkout and pays his article.

Thanks to this “Undiz Machine”, the French brand created a digital experience to distract and attract people. This challenge has been a real success for the brand who installed this concept in 2 others boutiques, in Paris and in Strasbourg.

@CLAIRE

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