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In a changing market where the competition widens and consumer’s needs evolve at an ever-accelerating pace, a well known brand
could not be enough to maintain the sales leadership. In a world of consumers following new trends in search of emotions and buying
experiences, the product presentation and valorization techniques at the Point of Sale (PoS) become essential to achieve sales
performances and profitability. The collection of the basic information at the PoS is the starting point to better understand
customers' wants, needs, and priorities, in order to finalize action to influence its loyalty and commitment. But the assortment of
goods at the PoS must be carefully managed to anticipate the customer needs preventing the out-of-stock. The sales resources must be
properly assigned to provide an outstanding service to the customer with the a proper level of profitability for the store. The new
technologies offer a valid help to marketing, logistics and store managers to achieve their difficult tasks, streamlining material
and information flows providing at the same time new tools to improve the customer experience.
The emerging auto-identification (RFID and NFC) stay at the basis of real innovative solutions for the Point of Sale
that allows:
- Automatic identification of goods on the shelf, incoming and outgoing from the store
- Interactive multimedia Advertising and In-Store Information
- Exclusive Loyalty programs feeding the CRM with information unimaginable before
- Smart check-out and revolutionary anti-theft techniques
The radiofrequency identification (RFID) allows the integration of the object to its relevant information, for example,
including a microchip into the label attached to it, that can be read at a distance varying from few centimeters to some meters. The
microchip, can be inserted as well into the loyalty card of the customer to obtain an efficient device to store information and
transport between different PoS, even though not connected to a central system.
In 2006 HSC developed the first contactless loyalty card in Italy, for an optician retail with more than 100 stores, designing a new
card that offers several advantage to the customer and, at the same time, simplifies the sales process collecting vital information
for the central CRM. In 2007, for the same optician chain, HSC developed a new concept of smart display to keep track of the movement
of glasses for logistic and marketing purposes.
HSCStorePoint is a program that has the aim to experiment the new technologies to develop innovative solution for the next
coming store. Together with the customer marketer, HSC is developing innovative concepts to display goods and to offer the consumer
new in-store services, concepts that is transforming later in reliable solutions to deploy to all the chain. HSCStorePoint
contains all the basic element to develop, “smart shelves”, gates and check points for the unattended management of goods and people,
for example to provide continuous inventory, to simplify the check-out or to develop innovative anti- theft solutions. HSC cooperate
with the European market leaders in RFID, in PoS Systems and in contact less card to offer “turn–key” solutions to its customers.
Learn more >>
In the following, examples of application that can benefit of the application of RFID technology.
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storeisopen.org the clever solution for the evolving retail
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