Adds value to customer experience.
De’Longhi is putting the customer experience at the centre of its new point-of-sale material by introducing new in-store touchscreens to add value to the brand and bring its products to life.
De’Longhi Group marketing director, Raniero Miccoli says the company has always focused on product innovation and delivering the best possible experience to customers, but it’s now more important than ever to understand how a consumer engages with the product – before, during and after purchase.
De’Longhi coffee point-of-sale
“In line with consumer trends, we want to provide an experience, not just the product. Many Australian consumers will research a product online but ultimately end up in the store to interact with the product. We want to bring the customer into the world of the brand by highlighting what it offers and why it fits, complements or enhances their lifestyle,” he said.
For its kitchen and coffee categories, De’Longhi has created a dedicated space in-store where consumers can experience the product in isolation with a touch screen.
“For kitchen products, it gives customers a sense of the story, what else is behind the product, additional attachments and recipes. For coffee, it helps them understand which machine is right for their needs,” he said.
Kenwood Chef point-of-sale
Although retail is evolving, bricks-and-mortar stores still deliver the unique aspect of physical touch and hands-on experience unlike new entrants, such as Amazon, according to Miccoli.
“In-store POS will dramatically change the way it looks and will need to become more interactive. For example, touch screens will focus less on the functionality (price and benefits) of the product and more on how the product will fit into your lifestyle. Consumers are interacting with products in a different way, which presents an opportunity to retailers. They are flexible to change and add value to the product experience,” he said.