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InVue Whitepaper: The Evolving Check-Out Lane

Noticias
Fecha: Feb 06 2018
Tiempo de lectura: 6 minutos

Mobile Point of Sale capabilities are helping to reshape the checkout experience.

Ever since saloon owner James Ritty invented the cash register in 1879 in an effort to stop his employees from pocketing his profits, checking out a customer’s purchases has followed the same basic model. Whether the checkout is in the front of the store, in the back or off to the side it is the last stop before the shopper heads out of the store. Larger format stores and hyper markets may have strategically placed registers in specific departments like jewelry, customer service, sporting goods, hardware, etc depending on store layout.

And in nearly all cases, the checkout lane is set up for the convenience of the retailer rather than the customer. In addition to serving as a storage facility for bags, scissors, paperwork and employee drinks, they function—at least in the minds of many retailers— as the final destination on a shopper’s journey throughout the store. But that’s changing.

Although the concept of a checkout lane has remained largely intact over the years, even as cash registers have evolved from Ritty’s Incorruptible Cashier to today’s networked point-of-sale systems, they’re beginning to show their age. Shoppers are demanding a better in store experience, and those lanes just aren’t doing the job.

According to a 2015 study conducted online by Harris Poll and commissioned by image technology company Digimarc, an overwhelming majority of Americans—88 percent— want their store checkout experience to be faster. A combined 50 percent of respondents named slow checkout speeds and long lines as their top grievances. “Checkout is the last opportunity a retailer has to make a positive impression on a shopper,” said Digimarc Chief Marketing Officer Larry Logan when the poll results were released. “Asking customers to endure a lengthy wait to process and pay for their order can spoil what may have otherwise been an enjoyable shopping experience.”

Other disappointing features about the checkout process is a lack of quality human interaction and perceived gratitude. A majority of respondents to the Harris poll—61 percent—felt that clerks focused more on scanning items and less on finding out if they’re satisfied.

With the addition of new technology, retailers now have an opportunity to address those customer concerns, reshape the checkout experience and increase same store sales in the process.

One de esos canales es maximizar la movilidad de una tableta. Con la solución adecuada, una tableta se puede conectar a un soporte como un sistema de punto de venta de tableta o como un quiosco para que los clientes completen encuestas, se inscriban y accedan a programas de fidelización, completen solicitudes de crédito y busquen artículos en el catálogo de la tienda. Cuando se conecta a una base de datos empresarial, el quiosco se puede usar para ver si los artículos están en stock en una ubicación cercana o para ser entregados en el hogar del comprador. Combinando una tableta con un dispositivo de pago, una tableta se puede utilizar para convertir una función típica de "pasillo sin fin" en una transacción que permite al cliente pedir y pagar artículos sin el proceso de hacer cola.

"El espacio comercial es valioso y limitado, lo que impide que los propietarios de tiendas tengan todos los tamaños y colores en el estante. Una solución de quiosco basada en tabletas que admita aplicaciones de tipo pasillo sin fin y la capacidad de permitir los objetivos de cumplimiento omnicanal de un negocio es fundamental para la rentabilidad de un negocio", afirmó Jim Sankey, director general de InVue, con sede en Charlotte (Carolina del Norte), un proveedor global de soluciones innovadoras de habilitación de ventas y seguridad para minoristas y comercios minoristas.

“Using a tablet as a mobile, interactive sales tool prevents that customer from leaving and going to your competition, or worse yet, using their phone while in your store to buy the same product on a competitor’s website.”

As retailers seek ways to remain relevant in an era of e-commerce and mobile commerce, one of the ways they can differentiate themselves is via the customer experience. Econsultancy’s 2017 Digital Trends Report, published in association with Adobe, calls this the “experience economy.”

La experiencia del cliente es considerada como la principal forma en que las organizaciones se diferencian de la competencia, según el informe. Los encuestados para el informe dijeron abrumadoramente que la experiencia del cliente era su oportunidad más emocionante. Aunque los quioscos de tabletas están ayudando a remodelar la experiencia del cliente, su verdadero valor no proviene de que sirvan como un dispositivo estacionario. En cambio, ese valor se ve mejorado drásticamente por la capacidad de quitar las tabletas de sus soportes y usarlas como una herramienta de venta asistida.

"Agregar la capacidad móvil a la tecnología en la tienda lleva una experiencia interactiva del cliente a una experiencia interpersonal del cliente, lo que aumentará el número de
transacciones en la tienda", dijo Sankey. invue's Entre sus productos se incluye su sistema de punto de venta en tableta, que cuenta con visualización de 3 ejes, integración opcional de dispositivos móviles de punto de venta y puertos USB 2.0 para añadir periféricos como lectores de tarjetas y pistolas de escaneado. La auditoría y la movilidad ilimitada son posibles con el control de software y la tecnología de desacoplamiento rápido de la tableta. El sistema POS para tabletas proporciona potencia y seguridad a las tabletas integradas y a los dispositivos POS móviles, con capacidad para tabletas de 8" a 13".

“Mobility enables customer interactive applications to become technical sales tools,” Sankey said. “These tools enable store associates to build value around the product, your store brand and provide an improved customer experience driving increased profitability around each sale.”

This allows the associate to capture the sale at the point of decision for the customer. There is no opportunity to abandon the cart while waiting in line and causing you to lose the sale. All this while improving the customer experience which gets them to want to come back.

Along with creating new opportunities and new ways of interacting with customers inside the story, the mobility features of a tablet kiosk solution offer new opportunities
outside the store as well.

Mobile applications enable the experience to happen inside or outside a store or restaurant. Enabling payment devices to be mobile with a tablet, the sales tool can be table side, pool side or at a remote special event. This enables the same secure payment you have in the store to go mobile. You are improving the customer experience with the security you expect around payments as well as expanding the use of your loyalty programs.

“The ability to participate in those events to enable that customer experience is an important part of remaining competitive,” Skip Hinshaw, Vice President of Commerical said. “I’ve now gone from a brick-and-mortar location to a situation where I can literally carry my store around with me in my hand.”

Click to here to download the full whitepaper

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