Open Access

Madlen Olajos

• With the growth of the Internet, several sectors of the economy are evolving. Retail companies are no exception. There are new challenges for brick-and-mortar retailers. Such as the increase of alternatives and the decreasing number of salespeople in retail. The work examines the digitalization of the consultation at the point of sale, in order to give the program "POS Advisor", which functions as a digital advisor well-founded recommendations for action. It is concluded that retailers must use the advantages such as touch & feel to their advantage and use digital in-store technologies to optimize and extend the customer journey in order to be more successful. The design of the POS Advisor should consider the demands of consumers in each target group as well as those of the product. However, it can generally be said that live chat with an advisor should be considered, and the waiting time should be kept as short as possible. Likewise, additional features should be considered that can offer consumers further advantages, such as a payment option directly through their phone.