Interview • 25.02.2014

"Brick-and-mortar retailers need to respond to the new world of retail"

Interview with Jörg F. Hölterhoff, Business Unit Director, Toshiba Global Commerce Solutions Germany

Jörg F. Hölterhoff: The retailer of course needs to make the new...
Jörg F. Hölterhoff: "The retailer of course needs to make the new functionalities available at the checkout".
Source: Toshiba Global Commerce Solutions

In this interview Jörg F. Hölterhoff, Business Unit Director for Toshiba Global Commerce Solutions Germany, talks about the new challenges in the checkout area and the importance of mobile solutions. He introduces the latest products with which Toshiba supports retailers in omnichannel commerce.

Mr. Hölterhoff, what new demands arise in omnichannel commerce, particularly in the checkout area?

Brick-and-mortar retailers need to respond to the new world of retail, which arose from digital media, not wanting to continue losing ground compared to online retail. One very important subject in all this is omnichannel, meaning the connection between the online and offline world. This is a key element retailers need to deal with to respond to the current changes in the retail sector. “Mobile” and “self services” are equally important topics, which of course also take us straight to the checkout area.

The retailer of course needs to make the new functionalities available at the checkout. If the customer has purchased a product online today and wants to return it at the store, the POS system needs to be able to call up the transaction in terms of hard-and software. Of course, you continue to have the normal checkout function as well. The store associates however also need to be able to call up information about online transactions, when we are
dealing with an omnichannel environment.

How can this information best be placed at the store personnel’s disposal?

We believe this is best done with a second application at the checkout, which runs as a second open window on the display. This is why we added TCxWave to our portfolio, which represents a checkout solution with a larger display that can show a larger number of functions than on a smaller screen. Of course, this offers the chance to access a whole number of additional information directly at the checkout. CRM features especially lend themselves to this: what did the customer purchase in the past, is he/she a regular customer etc. This information helps associates to offer the customer a service that meets his/her needs.

In retail, you often still see that two devices, namely a cash register and a computer are being used for this. At this new, more intelligent, larger and design-oriented checkout, the various applications can be combined. In doing so, we are not just providing the retailer with clear access to all pertinent information. We deliver an intelligent system that can also be integrated into the store design as a design element.

What role do mobile solutions play in today‘s omnichannel world from the customer’s point of view?

Customers frequently like to use mobile devices these days, not least because they quickly and easily achieve the goal of purchasing the desired product. This presents the retailer with the challenge of offering customers the same services they know from e-commerce. This doesn’t just include comprehensive access to information, but also a fast and convenient way of payment – with exactly the same payment method the customer would like to use. This is a challenge for technology and staff of course.

However, today every retailer should realize that a customer, who needs to wait more than a few minutes at the checkout during peak times, could just as well purchase these items online during this time. And when such experiences with long checkout times add up, the customer is probably going to do precisely that in the future instead of coming into the store. In this instance, the retailer can counteract by making self-service stations at the checkout available.

At EuroShop, we present a checkout app called TCxAmplify for the Smartphone with which the customer is able to already scan his/her purchases when he/she puts the items into the shopping cart. This is obviously particularly interesting for food retailers. At the checkout or the payment terminal, only the app data is then being read and the customer can directly pay without first having to move the products across the belt. This helps the retailer to increase checkout speeds by integrating the customer more actively into the checkout process. The retailer is also able to use personnel resources more efficiently, because there is no need to staff multiple checkouts all the time to prevent lines.

How can retailers benefit by using mobile solutions to combine the different channels?

These days, mobile solutions are particularly important of course and are increasingly requested by retailers. This is why Toshiba introduced a tablet-based solution with TCxFlight at the EuroShop. Mobile devices have already become widely accepted for “domestic use“ and also offer many advantages for store personnel at their work. With its optional docking station, our tablet solution is not just meant as a device to access information, but it can also replace a regular checkout counter in this configuration. This also gives retailers the chance of course to increase checkout capacity for a short time during highly frequented times. Such mobile and flexible solutions help retailers to meet omnichannel challenges.

What current solutions does Toshiba offer?

Last year, Toshiba already introduced the TCxGravity solution for omnichannel commerce, which is currently also being implemented by several major customers in the U.S. We are now also offering this solution in Germany. We should also mention that as a company, we have placed our focus more on classical hardware solutions in recent years.

However, we are presently also boosting activities in the software area. As an omnichannel solution, TCxGravity is suited for many different scenarios. Customers can begin their purchase digitally and then complete it at the store, but can also return online products in the store or vice versa. TcxGravity makes all of these features possible as a complete solution without having to newly combine various software modules and features. The easy use of the many different options that omnichannel provides for customers is the core of TCxGravity.

Interview: Daniel Stöter; first publicated on EuroCIS.com

Supplier
Logo: Toshiba Global Commerce Solutions (Germany) GmbH

Toshiba Global Commerce Solutions (Germany) GmbH

Carl-Schurz-Str. 7
41460 Neuss
Germany

related articles:

popular articles:

Thumbnail-Photo: A pearl among commodities: encouraging impulse buys...
11.09.2019   #pos marketing #customer analysis

A pearl among commodities: encouraging impulse buys

How to make the most of wait times

It’s wonderful if customers come to retail stores to buy things. It’s fantastic if they buy more than they planned to purchase. This offers many opportunities, especially for brick and mortar retailers as surveys show: customers are more ...

Thumbnail-Photo: “What do you have that nobody else has?”...
16.09.2019   #data management #digital marketing

“What do you have that nobody else has?”

Exhibitor statements from the halls of DMEXCO 2019 on marketing trends and technology

We from iXtenso were visiting DMEXCO 2019 and looked around for the latest opportunities and technologies for marketers. We asked some companies what makes their solution unique – here are some answers. ...

Thumbnail-Photo: 90+ year-old manufacturer redesigns its stores …...
19.09.2019   #consulting #customer satisfaction

90+ year-old manufacturer redesigns its stores …

… making window and door shopping easier, more personalized and enjoyable

Each year we hear about the increase in online sales, and the talk of the demise of brick-and-mortar stores. But, brick-and-mortar stores aren’t going anywhere – if they adapt. And Pella Windows & Doors is adapting.Rather than ...

Thumbnail-Photo: Return on experience: The new kind of customer loyalty...
12.08.2019   #customer satisfaction #customer retention

Return on experience: The new kind of customer loyalty

US retailers benefit if they keep pace with rapid rise in customer expectations

New research conducted by alternative payments provider Klarna across 2,000 US consumers and 250 retail decision makers, reveals that retailers are struggling to retain their customers as consumers today increasingly have zero tolerance for a poor ...

Thumbnail-Photo: Mobile shoe closet on the road
27.09.2019   #sales promotion #fashion

Mobile shoe closet on the road

Luxury brand Tamara Mellon with first-ever traveling shoe store

Tamara Mellon, direct-to-consumer luxury brand, is taking their innovative retail concept on the road with the launch of the mobile TM Closet — the first-ever traveling shoe closet.Kicking off in Boston, the TM Closet will be located in ...

Thumbnail-Photo: Vast majority of consumers plan to return holiday gifts...
03.10.2019   #pos marketing #personalization

Vast majority of consumers plan to return holiday gifts

“Retailers need to seize the moment."

During the upcoming holiday season 77 percent of consumers surveyed said they plan to return a portion of their gifts, with nearly 20 percent expecting to return more than half of their presents (sorry grandma!). This is both a blessing and a curse ...

Thumbnail-Photo: VKF Renzel takes over exclusive distribution of EasyCubes...
23.10.2019   #product presentation #goods illumination

VKF Renzel takes over exclusive distribution of EasyCubes

The sales promotion specialist VKF Renzel took over the sole distribution of the
EasyCubes product presentation system for the DACH region with effect from
23.09.2019

After VKF Renzel was already involved in the successful product launch, this is now the consistent further development. ...

Thumbnail-Photo: 75 % of millennials abandon in-store purchases...
14.11.2019   #customer satisfaction #brick and mortar retail

75 % of millennials abandon in-store purchases

Zebra study: out-of-stocks drive shoppers to online

Zebra Technologies Corporation today revealed the results of its 12th annual Global Shopper Study, the industry’s only market tracker that analyzes the attitudinal behavior of shoppers, retail associates and retail executives and examines the ...

Thumbnail-Photo: Distract or divert!
10.09.2019   #customer satisfaction #customer relationship management

Distract or divert!

How to engage customers at the checkout

Retailers and retail designers spend a considerable amount of time discussing and juggling a crucial aspect of the customer experience at the point of purchase: the checkout.To be fair, it’s not easy to turn the moment when customers have to ...

Thumbnail-Photo: POS TUNING supports Grips&Co
26.09.2019   #sales promotion #product presentation

POS TUNING supports "Grips&Co"

POS TUNING is committed to promoting young talent in the retail

Since the magazine "Rundschau für den Lebensmittelhandel" launched the Grips&Co competition, the annual cult event for junior staff, HR specialists and brand industry has been taking place for almost 40 years. Two days of ...

Supplier

APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
Mood Media GmbH
Mood Media GmbH
Wandalenweg 30
20097 Hamburg
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
VKF Renzel GmbH
VKF Renzel GmbH
Im Geer 15
46419 Isselburg
loadbee GmbH
loadbee GmbH
Nikolaus-Otto-Straße 13
70771 Leinfelden-Echterdingen