Commentary
Retailers are facing fundamental shifts in the rules and relationships that define the consumers’ purchase paths. At its core, retail is about delivering the right product at the right price to the right customer. The same goes for services businesses.
Like it or not, digitalization empowers business models like marketplaces, direct-to-consumer and social commerce at levels beyond what we’ve not experienced. Retail and omnichannel seem destined to merge, making point of sale/service experience management critical to success.
Source: National Retail Federation, September 5, 2024. Link.
Whether it’s buying online, picking up in store or curbside, scan-as-you-go or showroom purchases, the demarcation between physical and digital sales has become increasingly difficult to define. And that’s just the point of sale.”
INSIGHTS: There is a complex mix of touchpoints and technologies throughout customer journeys and decision-making efforts. However, complexity can be a deterrent to essential and urgent choices. For animal health services pros, confidently presenting two or three good choices will serve the customer best. Too many choices often become too much noise.