STORES Magazine - February 2009 - (Page 28)

EXECUTIVE SUITE / FIRST LOOK Fresh, Functional and Frugal POS prototype engages customers while conserving energy BY JANET GROEBER he world’s largest semi-conductor company has teamed with an industrial design firm to create a POS system that promises to enhance the customer experience while reducing energy consumption by up to 70 percent. T Intel is focusing on the in-store experience, seeking to engage customers in a collaborative, non-pushy way through a POS system made of “green” materials. It unveiled a proof of concept design for this next-generation POS last month at NRF’s 98th Annual Convention & EXPO. The demo interface used at the NRF BIG Show simulated an apparel retailer, but Intel “also developed a demo user interface that simulates an electronics retailer,” says marketing manager Ed Hill. Regardless of store format, the modularity of the system allows retailers to use it as a digital sign, kiosk, POS terminal “or potentially all three in an integrated solution.” As a sleek kiosk equipped with digital signage, the system has the ability to make suggestions without the aid of an associate. As the customer nears the unit, the kiosk awakes and digital messages are displayed. (It also is possible to “sell” advertising on the system.) Once at the kiosk, the customer uses her RFID-enabled loyalty card — facial recognition also is possible — to log in and view her profile, which displays relevant promotions based on her prior shopping history. Should the customer desire further details for a particular item, she can select it through the interactive screen. The item is then displayed with product information, customer reviews, related product suggestions and the location of that item in the store. When deployed as a POS system, it allows a sales associate to work with a customer to speed checkout as well as introduce both cross- and up-selling. To begin the checkout process, the sales associate drags items into the shopping cart, which appears on the screen. By selecting one of the items, the sales associate can show the customer related product suggestions, upcoming and in-stock inventory, promotions and customer reviews. If the customer likes one of the suggested items, she can add it to her cart. Finally, the sales associate chooses “checkout” and the customer selects NFC (near-field communication) payment. By waving her mobile phone near the reader, the customer completes the transaction and an e-receipt is sent to the mobile device. “We’re calling this a kind of ‘concept car’ that showcases the technologies of the future and how they can interact,” says Ryan Parker, director of marketing for Intel’s embedded computing division. Energy-efficient operation Retailers often leave POS terminals running 24/7 to allow for off-hours software updates. Intel’s research showed that cur- 28 STORES / FEBRUARY 2009 WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - February 2009

STORES Magazine - February 2009
Executive Editor's Page
President's Page
Are You a Pusher or a Puller?
What Shoppers Think
Online Retail Satisfaction
10 Things You May Have Missed
Numbers Worth Counting
Full Price/Markdown
Retail People
Cover Story - Something’s Got to Give
First Look
Online Partners
Inventory Systems
Drug Store Systems
Business Intelligence
Inventory Managment
Online Marketing
Supply Chain - Better Data, Better Decisions
Returns Management - Identifying Fraud
Data Security - Securing Intimate Data
Anti-Shoplifting - Mall of Shame?
Risk Management - Securing Consumer Confidence
Loeb Retail letter
ARTS Update
Point of View
NRF News
Retail Crossword
Retail Industry Calendar
End Cap

STORES Magazine - February 2009