Alongside ever more advanced research into consumer behavior, a new representation of product information and 'dramatization' of the point of sale should emerge, which will bear a strong resemblance to contextual marketing.
If 'mortar' companies have one lesson to be learned from the world of 'click', it is that increasing contacts and purchasing actions inevitably result from a better balance between the high-tech dimension and an accurate assessment of the human factor.
Digitizing the point of sale may take the form of installing IT equipment in stores and experimenting with new customer satisfaction studies based on Internet consumption trends.
The continual computerization taking place in stores helps them phase in these new communication technologies and develop the collaborative effort needed to make the points of sale more independent and successful.
The digital point of sale is the logical next step for all the stakeholders in distribution, branding and retail, as the consumer is increasingly demanding more interesting, more relevant information.
