The definition of Point-of-Sale has just expanded. If retailers are in the market for point-of-sale optimisation, recent innovations in next gen technologies and new marketing concepts are about to advance the way shop owners do business.
Competitive advantage in e-Commerce has had a significant impact on market segmentation. Traditional retailers are facing more challenges ahead with the introduction of Point-of-Sale concepts such as paying with a Tweet. The fact is that the most transformative opportunities found in omni channel marketing operations are the stuff that POS dreams are made of.
Retail Digital Point-of-Sale
Retail operations specialists acknowledge that legacy systems are part of what has inhibited smaller retailers from exceeding competitors in performance. Not to worry say leaders in the POS industry, the creation of new paths to conversion of customers from marketing inception during product engagement to final purchase has opened up a window of opportunity for retailers looking to boost brand recognition and sales.
POS adaptations are just part of the new ‘omni channel’ marketing operations experience. The assertion that POS systems are restating the marketing relationship as a true mechanism in operations productivity is perhaps best seen in in-store commerce settings rather than the e-Commerce environment. Some are wondering, how can this be? If virtual marketing SEO advertising campaigns have brought retailers direct conversion on ad spot ‘click’, POS research and development is about to take over as the in-store version of search engine optimisation.
Harnessing the POS for the most cost effective and efficient model of managing channel marketing to sales conversion, is as easy as online marketing to iOS smartphone or tablet device users. Mobile POS is but one way retailers are capitalising on consumer intelligence. By placing the customer at POS at time of product engagement, the lag time normally associated with purchase decision is decreased. This is the solid intent of POS developers to digitise the entire shopping process.
Next Gen Retail POS
The concept of smartphone POS app integration of customers in the conversion process, increases the chance that a retailer will be paid in exchange for promotions such as loyalty points advertised to mobile users during their in-store visit. Mobile point of sale (mPOS) is the next phase in smartphone POS, with shelf placement of NFC tags offering customers product information in exchange for self-checkout at point of decision rather than at the end of a shopping experience.
iPad checkout registers surpass traditional checkout register capabilities in iOS support of mPOS systems. Consumers are encouraged to transaction through identification of their own device with the iPad POS checkout device. The best thing about unified iOS mPOSos that customer relation management (CRM) and sales analytics are built in for inventory tracking, and reporting on data about individual customers for the purposes of marketing and transaction record.
Smiling for the security camera at in-store POS registers is easy when you pay with Your Face. PayPal profile matching provides shoppers proof of identity during checkpoint. By showing your face to the checkout clerk, PayPal POS smartphone app payments are mobilised using the new ’Local’ tab.
The reinvention retail POS has also seen some vitality on the interactive display front. Interactive display tablets placed throughout a store create a 3D environment for customers as they browse products. Projection screen display of information and suggestions for product use serve as a sales function on the floor. Removal of garments from a rack may reveal a promotional wall video. Price match an item to Web-based ePOS, and find the most affordable opportunity from a competitor.
Pop up shops will continue to have a real presence in the competition between e-Commerce and traditional retailers. For some companies, real window shopping is pop-up shop visibility linking virtual presence with onsite stores. Real windows can also be located on the store floor. By locating giant POS tablets in store, promotional products can be offered to customers at lower than market prices.
Fast, affordable and incredibly sleek, pop up shops encourage customers browsing in a hurry to shop and purchase in a shorter period of time. Pop up shop delivery is evidence that when it comes to POS, traditional retailers are still in the game. Customers receive their order at home or office in 1 hour. How is that for outperformance?
Out of dosh, and looking to score? There is nothing more gratifying when one is spent, than access to a pop-up sample store. Welcome to a favor for a favor in POS. Retail marketing conversion has never made more sense than in the supply of sample products to would be customers. With ePOS pop-up sample stores, retailers encourage shoppers to succumb to a little treat in exchange for access to their social media account. Once customers are on the list, marketing is liquid gold.
Not convinced that next gen technological innovations in POS are changing the world? Some retailers are giving back to the planet in sustainable lo-tech approaches to in-store philanthropy. Set up blocks of wood on shelves with requests for charitable donation carved into them reminding customers of the benevolence of tax exemption.
By combining lo-tech approaches to in-store channel marketing, retailers advance their POS performance by establishing a link between the shopping process and the scan for donation. Once the blocks are the basket, customers are safe to proceed to checkout to make their conscious purchase. A great tactic that beats e-Commerce competitors in assumption of duty. More to sustainable POS to come in digitised format.
Danny Chard is the Managing Director of Assigns Point-of-Sale and Graphic Display Systems in both standard and customised formats and sizes. Our range of Graphic Displays are designed to enable retailers to get their products and services noticed on all levels, whatever the retail environment.