18 HORIZONS
NCR RETAIL TRANSACTION SERVICES BREAKS DOWN THE LEGACY WALLS FOR A CONSUMER DRIVEN EXPERIENCE
Giovanni Bandi, vice president of sales for retail and hospitality at NCR Europe, explains the benefi ts of converged retailing model.
Q. What other benefi ts can NCR RTS deliver for the retailer? A. Bandi: There are a number of benefi ts to the retailer. These include: • Reduced costs through simplifi cation of the store system and interfaces.
• Faster deployment – retailers can develop, test and deploy new concepts quicker, safely and at a lower cost.
• Longer-term investment protection. The SOA approach means that retailers can simply upgrade or replace services over time, removing the huge task of replacing POS solutions every 7-10 years to keep pace with technology.
Q. Do you have a consumer example of NCR’s c-tailing approach and NCR RTS? A. Bandi: Here’s a scenario of how NCR’s c-tailing vision with NCR RTS could be implemented by a supermarket retailer: • On the grocer’s website, a consumer registers for the retailer’s rewards programme.
• Before shopping, the consumer visits the site to review their personalised offers, based on the preferences and shopping history and generated by the NCR Advanced Marketing Solution, which helps retailers develop and execute promotional programmes by combining planning, offer logic, discounting, graphical content and channel management into a single workspace. They select those they want, automatically loading them to their account or sending them to the customer’s mobile phone.
• They also builds their shopping list using the website or the retailer’s mobile application.
• In the store, a handheld scanner provided by the retailer will prompt then through their shopping list, or in the future using their mobile phone, and the device maps offers to the exact location of the products in store, saving time and money.
• At the deli counter they use a NCR Netkey kiosk to place their order and then continue shopping. When the order is ready, an SMS text will be sent and the items added to their electronic basket by NCR RTS.
RETAIL TECHNOLOGY JANUARY/FEBRUARY 2011
• In the fresh produce area they weigh and price fruit on the self-serve scales, which are automatically added to their basket.
• When the consumer checks out, the system automatically applies them offers and checks the shopping list to ensure they hasn’t forgotten a critical ingredient for tonight’s dinner. The system automatically emails them a digital receipt, based on the preferences defi ned on the retailer’s website. NCR RTS serves all consumer contact points providing a consistent application of the retailer’s business rules, pricing and promotional policy to ensure a uniform consumer experience.
Q. Why should retailers adopt a c-tailing business model? The next few years will be a time of signifi cant movement toward the promise of converged retailing, as disparate
technologies and retail channels converge. Retailers who wish to thrive in this new landscape must integrate technologies that maximise operational effi ciencies while enhancing the consumer shopping experience to win customers and nurture brand loyalty.
To fi nd out more, contact NCR: T: +44(0)207 723 7070 W:
www.ncr.com E:
retail@ncr.com<mailto:
retailer@ncr.com>
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