In-store digital marketing and POS - the blurring line
The consumer experience is an integral part of successful
retailing and in order to deliver the best possible experience
to shoppers, retailers need to pay close attention to
shifts in consumer habits as well as the demands of modern
Modern consumers demand digital solutions, not only in
their personal lives, but increasingly in the retail space.
In order to meet these needs retailers need to apply the
latest digital technologies to enable delivery and ensure
a significant return on investment in all business fronts,
from POS to in-store marketing.
Digital technology makes content generation and delivery
easier and more cost effective in the long run. In this
environment a retailer’s POS can perform its core
function of checking out goods and handling money, with
the added benefit of facilitating the messages displayed
on digital signs in-store.
In other words, digital POS systems that are linked to
in-store digital signage can deliver the right message
to the right shoppers at the right time.
This is made possible because the POS systems of today
can make intelligent calculations and predictions based
on the inventory stored in their memory. If flip-flops
in the men’s shoe department are low on stock, the
in-store digital signage can advertise a discount to move
this remaining stock, making space for new arrivals. All
these calculations are done through the POS system.
Adding to complexity, a large department store would require
a more sophisticated POS system to manage its loyalty
Here, the check-out points might be integrated with the
retailer’s digital signage, to advertise exclusive
offers and promotions to card holders. If card holders
of the same age shop at the same time each day, the retailer
can advertise products that are best suited to them, on
its digital signage.
HP delivers a comprehensive solution designed to ensure
that the integration between POS hardware easily integrates
with digital signage. What is vitally important is that
the hardware is built on an open platforms, allowing a
retailer and software developers to tailor-make the systems
to meet its individual needs; a large department store
will have vastly different POS requirements to the exclusive
shoe boutique but still needs to deliver a cutting edge
experience to the consumer.
Integrating these functions in a single digital solution
is key to meeting the demands of modern shoppers and ensuring
a good return on investment for retailers.
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