Report • 11.09.2015

New ways to improve customer communication

Digital media at the POS are becoming increasingly popular

Large screens are especially well suited to highlight advertising messages....
Large screens are especially well suited to highlight advertising messages.
Source: NEXGEN smart instore
Customer communication is increasingly influenced by digital media at the store. Whether this happens via app on the customer’s smartphone, on a large flat screen, on a small display at the checkout or on an interactive kiosk – in-store digital media provide retail with a large variety of opportunities to directly address the customer. Yet each one of these systems needs to be individually fed with content. 

Not every digital medium is suited to present the same contents. That’s why retailers need to consider which messages they want to communicate in what place and how. Should this be impartial product information or advertising? At the same time, it should be clear who produces and delivers the contents so that the right contents can always be viewed on the right screen. 

Smartphones in the hands of customers: the tiniest screen 

The use of retail choices on the smartphone is becoming increasingly popular. According to a study by Rakuten Business Intelligence in September of 2014, the percentage of users with mobile access to these options is already at 33 percent. It is unlikely that this development decreases since a large number of customers today already uses this kind of device. Mobile apps and the corresponding mobile marketing can help retailers to use this trend and generate an added benefit in the form of additional sales and increased customer loyalty. 

Stores themselves are also getting a digital upgrade. When you visit a regular supermarket, you immediately notice how classic POS media such as posters and information boards have been replaced by digital screens in many areas. The primary objective here is to communicate advertising messages directly at the shelf or the counter. However, digital terminals can also be used to convey product information instead of classic product advertising. This way, retail creates an additional range of information that most customers appreciate.

Kiosk systems have already become indispensable in retail as an intelligent...
Kiosk systems have already become indispensable in retail as an intelligent multichannel tool.
Source: AOpen
Large displays often serve to convey general information and advertisement 

Large screens that are positioned at central locations in the store are especially well suited to highlight advertising messages, infotainment, and product trailers. They provide the opportunity to continuously utilize already produced TV or print ads at the POS. Custom-made in-store TV is also common with many retailers and offers customers relevant information in addition to television commercials. 

Another popular display alternative are digital scale displays, increasingly found at service counters. For the most part, retailers use them to present product information such as details about the country of origin and ingredients of the product, recipe suggestions, and tips for a healthy diet or to cross-sell by recommending complementary products. 

Kiosk information systems: integrating the online shop into the brick-and-mortar store 

In the retail world, kiosk systems have already become indispensable as information terminals and an intelligent multichannel tool. Aside from the added information they provide, their big advantage is the option to link the online shop with the brick-and-mortar store and generate additional sales. 

“Just like an online store, the kiosk terminals are able to show the complete product portfolio and support customers in their search for the right product. At the same time, the customer also perceives the new options as better service: they no longer need to wait for a sales associate when they look for additional product information or alternatives. Plus, customers also no longer need to get in line at the checkout and are able to complete their purchase right on the sales floor. In this instance, the emotional experience of products in the store is combined with the advantages of the Internet,“ says Frieder Hansen, CEO of Pyramid Computer GmbH, in our interview on this subject. 

Digital information systems increase the quality of service at the POS 

One example of the effect of digital media at the POS to increase sales is the Media Markt in Bern. ”We want to offer a shopping experience that’s only possible here in this store,“ explains Mischa Hollenstein, Managing Director for Media Markt Bern AG. ”Our customers are supposed to perceive consulting services as genuine support for their buying decision.“ That’s why the store relies on screens of various sizes and terminal stands that provide the complete online and offline product selection including all information. 

Product group related homepages with a clear product categorization offer guidance for customers by making it easier for them to get oriented. Products available online can be immediately ordered via QR code using a smartphone. Associates can also access all of this information on tablets and advise the customer with even more competence. In doing so, these digital solutions –when they are used in a targeted, coordinated fashion and if they are being linked – provide an added benefit in terms of service and experience not just for the customer.

Media Markt in Bern relies on screens of various sizes and terminal stands that...
Media Markt in Bern relies on screens of various sizes and terminal stands that provide the complete online and offline product selection.
Source: xplace GmbH
”A cross-platform lends itself to this. Today there are already several solutions available that integrate several channels and automatically adapt contents to the used end device. There are also programming tools especially designed in the mobile area with which retailers are able to program their own app with extensive features. What’s crucial is that all solutions are tied into a comprehensive backend system. After all, that’s the only way to retrieve data via all channels – regardless of that’s via the app, an in-store terminal or the POS system,“ stresses Roland Fesenmayr, CEO of OXID eSales AG, in an interview with iXtenso.com on omnichannel touchpoints. 

One thing is clear: digital screens at the POS are effective when they provide the customer with a strong additional benefit. Information options are gladly accepted while advertising messages also trigger the urge to buy. During a survey of multiple food retailers, the EHI Retail Institute discovered for example that customers are more willing to purchase expensive foods if they receive more information about them. 

Author: Daniel Stöter, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: Of local heroes and global players
04.07.2019   #online trading #digital marketing

Of local heroes and global players

An overview of online marketplaces

Amazon and eBay – many retailers heavily rely on these top names. Yet there are other online marketplaces that could offer useful features. After all, the easy solution isn’t necessarily the perfect fit for ...

Thumbnail-Photo: BOPIS: state of the retail industry
16.08.2019   #e-commerce #customer satisfaction

BOPIS: state of the retail industry

Customer experience in the “Buy online, pick up in-store” process

“Retailers who are winning in the BOPIS game have a mature inventory management system that clearly indicates what is available for BOPIS, but those who prioritize order fulfillment are building the greatest customer loyalty as their BOPIS ...

Thumbnail-Photo: Beware of price promotions: “Don’t teach your customers to be...
27.05.2019   #sales promotion #price labels

Beware of price promotions: “Don’t teach your customers to be bargain hunters!“

Neuroscientist Kai-Markus Müller tells us about the impact of pricing

In a conversation with iXtenso, Professor Kai-Markus Müller, CEO of The Neuromarketing Labs gives great insights into how products and prices affect the brains of shoppers. How does he know? He is a neuroscientist and can look inside the ...

Thumbnail-Photo: Digital natives value brick and mortar stores …...
11.07.2019   #consulting #customer satisfaction

"Digital natives" value brick and mortar stores …

… more than their parents or grandparents

Despite clear differences in expectations among shoppers of different generations, almost half of retailers (44 percent) have made no progress in tailoring the in-store shopping experience according to a recent study conducted by Oracle NetSuite, ...

Thumbnail-Photo: How to turn your checkout zone into the village hub ......
13.09.2019   #customer satisfaction #services (sales promotion, PoS marketing)

How to turn your checkout zone into the village hub ...

... with opportunities for community engagement

The checkout zone is not only the actual, but also the emotional conclusion of the purchasing process. Top or flop - the experience at the cash register can impact how customers rate their overall shopping experience. For retailers, this is ...

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: 91% of SMBs think customer reviews are critical...
25.07.2019   #customer satisfaction #customer relationship management

91% of SMBs think customer reviews are critical

Survey about online customer reviews on platforms

Uberall, Inc., a location marketing solution for businesses, released new data on how small- and medium-sized businesses feel about online customer reviews across platforms like Yelp, TripAdvisor, Facebook, Instagram, Google and more. For the ...

Thumbnail-Photo: Overspending is common when shopping online
25.06.2019   #online trading #customer analysis

Overspending is common when shopping online

Report on digital spending and its impact on American's credit card debt

About 2 in 5 (42 percent) of consumers admit blowing their budgets while online shopping in the past 6 months, according to new research from CouponFollow, an online couponing platform. The new report surveyed over 1,700 American consumers on their ...

Thumbnail-Photo: Consumers demand sustainable fashion but won’t pay more...
28.06.2019   #sustainability #fashion

Consumers demand sustainable fashion but won’t pay more

Top five demands for the industry to become more sustainable

New research suggests over half (52 percent) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29 percent of these ...

Thumbnail-Photo: GfK study: Brick-and-mortar retail in the EU...
14.06.2019   #marketing research #trend research

GfK study: Brick-and-mortar retail in the EU

Highest 2019 growth in Romania and Lithuania

The majority of European consumers are currently subjected to opposing forces. On the one hand, this consists of uncertainty over Brexit, trade conflicts and weaker growth prospects in important export markets such as China. But on the other hand, ...

Supplier

HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau