This being said, point-of-sale is also the best place to create a bond. Once a customer picks a brand it’s created a window of opportunity for a long term relationship.
There are three different levels of proximity a brand can reach when the relationship is initiated on the point-of-sale.
At first, the product has to catch the eye of the consumer. This one action can be very difficult, especially when working for retail stores where the competition is fierce.
Secondly, when the contact is created, it has to generate a sale. There is no unique trick for this to happen – it can be a promotion, the aesthetics of the product or, of course, the sole necessity of the consumer – but one thing is certain, everything that is done has to be well targeted.
Lastly, and once the consumer leaves the store, there’s when the digital world comes in handy; that’s what we do best. In order to build loyalty, the relationship has to continue. This extended contact can happen with a simple online campaign, with a fidelity club or even the push of related information – the goal is always to impact the next purchase decision.
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