Although today everything can be bought online, a large part of the population continues to go to physical stores, which have become a communication asset for brands. Laura Miñana is a specialist in supporting brands in this digital transformation of their business, a complicated and exciting moment that opens a new horizon of possibilities for the physical point of sale as a means of communication.
We are living a digital transformation that affects traditional business models. However, outlets are more alive than ever. Spain is one of the leading countries in pedestrian traffic in Europe just behind the United Kingdom. The new models of sustainable and humanized city make this phenomenon not stop growing.
85% of global transactions are made in physical spaces. We are a Mediterranean society of Latin culture, we love shopping: more than half of the population is passionate about shopping and enjoys entering stores.
In addition, the physical point of sale is substantially changing its role in the world of communication, it is no longer the last link in the purchase funnel. The first new role of retail points is that they are the place where everything happens, the best place to generate and live experiences.
Some big brands already sacrifice product exhibition space to allocate to services, exclusive experiences and experiential initiatives; and new technologies allow any point of contact to be a point of conversion.
The second role is the store as a means of communication, so advertising campaign and point of sale must be perfectly coordinated. And finally, the store is a valuable source of data collection to refine our communication strategies.
Laura Miñana is Account Director of Carat