As early as 2015, NextChapter introduced an instore webshop, primarily aimed at retailers. Even then, the concept of “never losing a sale again” was key. Now, ten years later, we see instore commerce becoming even more important. Customers expect a true omnichannel experience: webshop, physical store, pop-up store, app, social channels — everything must contribute to one consistent, positive buying experience.
In addition to retailers, brands and manufacturers are increasingly selling through offline channels as well. They face the same omnichannel challenges.
For this reason, we fully renewed the NextChapter instore product in 2025.
Do you recognize this challenge?
Separate systems for offline sales (POS) and online e-commerce, resulting in promotions, loyalty programs and customer data not being centrally available. Making these systems work together requires complex integrations that also need ongoing maintenance.
Our instore vision consists of three applications
1. On the counter
Store staff work directly from the central e-commerce system, scan products, and let the customer complete the purchase.
2. On a hand-held device
Sales associates walk through the store with a smartphone or (mini) tablet showing the live assortment with accurate pricing, stock levels and promotions. Payments can be made via PIN or online payment methods.
3. On the shop floor
Through a kiosk, for example, where customers — with or without assistance — can search for products, view details and complete an online checkout. This brings together the power of online and offline inside the physical store.
Our goal: to deliver true omnichannel e-commerce.
In practice
You discover a product online, immediately see whether it is available in your preferred store and reserve it with one click. In the store, you receive the same information, pricing and personalised recommendations as online, and pay however you prefer. Afterwards, you manage your orders, service and returns from your account — regardless of which channel you used.
Principles behind instore commerce
• Central data layer
Stock, customers, products, prices, promotions and orders from all channels come together in one environment. No mismatches between channels.
• Consistent customer journey
Customers have access to all data everywhere, regardless of the sales channel, enabling a smooth and consistent experience. The central NextChapter engine powers all channels — webshops, instore, marketplaces and social. We support both international businesses and organisations with mixed propositions (such as brand houses). Online and offline merge into one unified experience.
• Centralised processes
Back-office processes are fully centralised and work identically across all digital channels — including order processing, fulfilment, payments and reporting.
Case: Philips MyShop
Philips MyShop is one of the first live cases of the renewed instore product. Philips operates a large flagship store in Eindhoven and launches dozens of pop-up stores every year across Europe.