rpc takes its customers’ sales channels starting with the customer experience and customer journeys and develops them further. This has a strategic side, but also a technical and – above all – a personal side. Alongside strategic positioning and integration in the omni-channel network and design, we help our customers to prepare their employees and managers for these new sales channels and the connections between them with a view to leveraging sales potential.
The approach is moving away from point of sale and toward point of view or point of situation. The idea is to pick up customers not only via their lifestyles, but also via specific situations. The individual points of sale, which are designed to be effective across multiple channels, are analyzed and designed in line with their opportunities and roles throughout the whole customer experience. We help our customers to implement the most suitable measures for a unique physical and emotional brand experience – for every channel.
It is undeniable that digital technologies are revolutionizing the shopping experience. But this doesn’t mean that already established points of sale are becoming redundant. Particularly with a view to the growing importance of localization and customization of products, services and consulting, direct points of contact continue to be crucial for customer loyalty. Existing points of sale are being supplemented with new sales formats like pop-up stores, combined points of sale such as the combination of cafés and sale of goods, and sales partnerships. The sales concepts within the individual formats are also becoming more diverse. New developments such as in mobile commerce can bolster the importance of bricks-and-mortar formats. Here, the talk is of geo-marketing measures like geotargeting or geofencing.
Mobile and e-commerce are also boosting online business. Standalone sales platforms have emerged across the various channels. Nowadays these are intending to become increasingly connected until they become what are known as “one-stop shop” solutions. Companies and dealers need to work together to establish interfaces on their platforms as well as to reorganize processes and responsibilities. At the core is the harmonization of customer-related sales, service and management processes. This is why manufacturers often support their dealers with educational activities and training modules.
The diversity of sales channels will continue to change. The individual channels offer different possibilities in terms of the customer experience and have different roles to play in the customer journey that we need to exploit. While communications within the channels themselves are becoming more specific, the customer information that is being collected in the background needs to be harmonized. After all, whatever point of sale is being considered, the customer is always front and center.