Content, Context, Customers: The Top 3 in Smart Shopping.

Content, Context, Customers: The Three Kings of Retail.
Yes, it’s no longer just “Content is King” – content now shares the throne. Today, there are three kings at the top. Digital transformation has long taken hold in the retail sector. And to make the most of it as a retail company, you need to crown three essentials: content, context, and customers.
In the online world, “Content is King” has been a buzzword for years. And it’s not wrong. But content only becomes relevant in the right context. And in the end, it’s always the customers who decide – which makes them the true royalty of retail. Only now, they’re becoming digital customers.
Smart Shopping via Smartphone.
Have you noticed how many people have their smartphones in hand while shopping? More than 50% use their mobile devices as shopping guides. That’s one of many fascinating insights collected by the market research institute marktmeinungmensch for the Smart Shopping Whitepaper by DMS.
Let’s Get Contexted.
Here’s what we can take away from that: the smartphone must now be fully integrated into any omnichannel marketing strategy. One of the smartest ways to do this is through beacon technology. Small transmitters placed at key locations send relevant content directly to the smartphones of your customers.
That brings us to one of the key theses we at DMS developed around “Smart Shopping”: “Context is King.” The better the content responds to each customer’s situation and external factors – such as location, time of day, or even the weather – the more effective the message.
It doesn’t always have to be a real-time or personalized offer. Sometimes, in retail, it’s just a relevant tip or a small interactive feature. People don’t just shop in stores – they experience the brand with all their senses. As trend researcher Norbert Hillinger puts it, “The POS becomes the Point of Experience.”
Think Bigger: Expanding the Space.
Digital multimedia solutions take this experience to another level. Large screens can make even small spaces feel expansive and open windows into worlds that would be hard to represent in a purely analog environment. With smart glasses, customers can immerse themselves even deeper into these experiences and interact with your brand in new ways.
Interactivity is the name of the game. Retailers who create opportunities for customers to explore products and content deepen the connection. These interactive elements can be implemented through in-store touchscreens, smartphones, or custom hardware. Light, sound, and scent also contribute to the experience. Whether it's intelligent lighting, in-store radio, or scent design – all of it requires the right digital infrastructure.
The Journey Is Still the Goal – Even in Retail: Make Use of Wait Time.
This old saying still holds true – even when it comes to designing modern retail experiences. But if the journey involves slowly shuffling through a queue, frustration grows. If customers are engaged with relevant offers or content while waiting, both the retailer and the shopper benefit.
Retailers can use waiting time to create positive experiences – and maybe even encourage an extra purchase. It’s about informing, not just waiting. Customers will remember the wait in a positive way and are more likely to return.
That’s not all: intelligent systems can actually shorten wait times altogether. Based on data analysis, resources can be allocated more effectively, and customers can be directed to the right service counters – where the staff has the right expertise for their needs.
More Revenue, Less Cost – Thanks to Data Analysis.
It’s often said that traditional levers in retail – like assortment, pricing, and logistics – have been pushed to their limits. The next competitive edge has to come from service and experience. And while focusing on these two areas is welcome, there’s still plenty of untapped potential in the first three – especially with smart technologies.
Modern sensors and intelligent data analysis help optimize processes. And through automation, staff have more time for what truly matters: personal service. Because customers only really feel like royalty when they’re greeted with a real, human smile.
Know-How to Perform Better.
There are many trending topics you can leverage for retail success. And one reliable digital partner who’s ready to support you every step of the way: DMS.
As a full-service agency, we’re here for you – from the first idea to implementation and ongoing support. And here’s a tip for all those who want to stay ahead in retail: check out our DMS Talks – insightful webinars full of ideas and inspiration. Best to dive in now and get inspired!