EPoS,IN-STORE&DIGITALSIGNAGE
15
IN-STORE TECH STILL PROVES KEY
While online retail success stories certainly outstrip High Street ones, given the challenging
economic environment, those with a bricks-and-mortar presence cannot overlook the
importance of their IT investment in-store in support of good customer service.
A
n interesting study of retail marketers and possibly in losing customers altogether. of software to drive audio as well as video
carried out by training expert, Retailers need to work with partners that can channels, offer training and updates to staff out
Mohive pointed to current trends. advise on best practice.” of hours and, if they haven’t done so already,
“The real question for retail marketers in the One key area where technology is making ensure that their content can be updated
current climate is: ‘What more can we do to an impact in-store is signage, whether it is at dynamically, without incurring agency fees.”
improve performance?’ Mohive chief executive, the shelf-edge, checkout or store window. Nikk And even with the in-store technology
Lars Unneberg said. “While the vast majority Smith, technical director of Pixel Inspiration stalwart – EPoS – leading global retailers are
taking part in our study seemed to think they commented: “Retailers should be looking at investing in point-of-sale systems and processes
had classic external factors like television digital signage from two perspectives: how it as a way to boost store performance, while
advertising, PR or magazine promotions can be used to get more customers in store at the same time reducing total cost of
covered, nearly eight in ten now say that and keep them there for longer and how ownership, according to a recent report by
internal issues like in-store merchandising or they can use the underlying infrastructure to Aberdeen. It found over two thirds (66%) of
staff ability to recommend and advise, are of provide cost savings or operational ef� ciencies. top performing retailers are using EPoS as a
growing importance in an environment, where “Perspective one is more obvious and an marketing tool to improve customer service.
footfall is in general decline.” extension of the gradual market progression of “Besides, rapid con� guration and integration
Brian Norman, managing director of the last few years. Digital display technologies, with other systems, one of the ways to justify
independent electronic point of sale (EPoS) including signs and kiosks, should be utilised continued spend on PoS is to convert it into a
services company, Vista Retail Support also told as an integral part of the store aesthetic to marketing tool that increases customer traf� c
Retail Technology: “No retailer can afford to lose enhance the customer experience, making into stores,” said Sahir Anand, chief author and
business, particularly in the current climate. the retail environment more enticing, exciting Aberdeen retail research director.
Retailers’ increasing dependence on technology and memorable. To address perspective two, “It’s clear that leading retailers recognise
in-store – be it tills, kiosks, printers, mobile I would encourage retailers to look at how that giving their customers better service
devices, shelf-edge label systems or digital they can maximise their existing investment in is key to competing in this recession and
signage – raises the risk of hardware failure digital signage technologies by using hardware improvements made at PoS are generally
and exposes them to the risk of losing money and software they already have to better effect, practical, affordable and visible,” concluded
if they are not able to process customer sales, perhaps utilising the scheduling capabilities Colin Bain, K3 managing director.
SMYTHSON SEES SUPPLIER PARTNERSHIP AS CRUCIAL
Partnership between supplier and retailer is challenge of having international stores cannot
vital, particularly with regard to the provision be underestimated. Our estate is small
of IT systems and technology. “Despite but very diverse geographically so any PoS
looking for those green shoots of recovery, solution needs to be easy to support, not too
we can’t escape the fact that the recession complex and above all a ‘good local � t’.”
has hit the High Street hard,” observed Through close partnership with PCMS,
PCMS sales and marketing director, Smythson now has a global EPoS system it
Richard Goodall. The role IT can play in is also able to draw upon the IT provider’s
helping retailers weather the storm and expertise to have a system that works across
be in the best position for future growth all sales channels, platforms and currencies.
when it inevitable upturn arrives, is often Luxury stationer, Smythson, which operates Chana added: “We have selected
underestimated. stores in the US, Europe and Hong Kong, one solution to meet central and local
“For the smaller, niche retailers, having a wanted an off-the-shelf electronic point- requirements and then found the best style
strong relationship with their IT provider can of-sale (EPoS) system that could operate of design, implementation and support to
help them exploit the latest technologies, internationally. With limited in-house balance cost, expectations and the bene� ts of
just slightly later than larger counterparts resource, it was essential that the package ‘central control’. We have deployed a central
– but in doing so can gain from having a would provide ongoing support to keep the server model with a ‘thin back of� ce’ to
tried, tested and proven technology without business functioning 24-hours a day. Devinder reduce local overheads and improve central
a premium price tag,” said Goodall. Chana, IT director at Smythson said: “The IT management of the system.”
AUGUST/SEPTEMBER 2009 RETAIL TECHNOLOGY
15-21 Epos.indd 15 15/9/09 1:30:36 pm
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