COMMUNICATIONS


a bit too big and Android, a bit too slow,” he continued. “An iPod might get broken, but we can get through a fair few before we’d spend as much on a rugged device. They are in rubber cases on lanyards worn around the necks or can be put in a pocket, so they don’t get in the way of our staff doing other things.” An innovative solution using wireless


networking capability was developed to run a virtualised version of a till’s full EPoS software on the Apple device. This keeps training to a minimum, as it uses the existing EPoS interface and Apple iOS operating system that staff are already familiar with. And integration with kitchen ordering systems speeds up each restaurant’s pace of fulfilment. “Sending orders straight to the kitchen from


the device means we’re serving customers in a more timely manner,” added Waters. “There are no longer handwritten orders to read, it captures the sales mix and billing more accurately and speeds up the whole customer experience. We’ve even had feedback that customers think using the iPods is cool.” The iPod roll out was due to complete this


summer. But the company has now also begun looking beyond its MPoS benefits. “We’re using it to deliver training videos, where we might run a promotion for instance,” he said. “We can push an icon out to every iPod at launch to see videos on how it should work. This is easy to do, as we’ve already started to deliver training video content via YouTube.” While any specialised MPoS development has


been kept to minimum by virtualising its existing EPoS system, he said future work might include updating its ‘skin’ to fully capitalise on the iOS user interface, adapting the till screen to work in both landscape and portrait view, for example. In other areas, the company is considering its


migration route from Windows XP. Having also invested in Microsoft’s cloud productivity suite, Office 365, from IMGROUP last year, Waters concluded by saying he envisaged more back- office and supply chain functionality would be delivered to restaurants through the browser. “It’s takes away the heavy footprint from the


branch machines and, with the big update to 365 coming this year, using Yammer in SharePoint and introducing SkyDrive Pro as an alternative to Dropbox, we’re hoping to continue making even more productivity savings,” he concluded.


46 Autumn 2013


COMMUNICATIONS ROUNDUP


Retail Technology highlights the hot topics likely to shape retail communications technology investments through to 2014, including store


loyalty, communications and channel integration CUSTOMERS


LOYALTY


Extending CRM and loyalty programmes online or to mobile can boost sales


Conversion rates via


mobile devices increased from 1.27% in June 2012 to 2.03% in June 2013,


as spending via tablets continues to increase


(IMRG M-Commerce Index, July 2013)


RANGE


Retailers can use mobile apps to extend offers or range instore


42% of retailers have already begun using tablet computers in stores. A further 50% plan


to adopt them within the next two years (Vista Retail Support ‘The Use of Mobile Devices InStore’ survey, July 2013)


WI-FI


Boost customer engagement, loyalty and access to product information


76% of shoppers across


seven countries including the UK indicated that the internet offers no barriers to where they can shop (Oracle Retail, ‘The Evolution of Experience Retailing,’ January 2013)


MOBILITY


Catering to smartphone users instore with free Wi-Fi can extend mobile investments


Nearly three quarters (70%) of shoppers actively use


their mobiles while shopping, 62% accessed that store’s site or app and 37% accessed a competitor’s site or app


(ForeSee Mobile Satisfaction Index, February 2013)


OPERATIONS SERVICE


Staff armed with mobile sales devices can offer product knowledge and help ‘save the sale’


Over half (58%) of retailers identified checkout queues as being a test of customer loyalty (Vista Retail Support ‘The Use of Mobile Devices InStore’ survey, July 2013)


TECHNOLOGY


MOBILE WEBSITES Optimise the shopping


experience for customers online regardless of device


85% of shoppers across six countries including the UK preferred mobile apps to mobile websites, primarily because apps are more


convenient, faster and easier to navigate (Compuware, March 2013)


www.retailtechnology.co.uk


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