The Changing Face Of Retailing

Retailers
are constantly looking for devices that will make store procedures easy and
efficient for store associates.

Retail companies are constantly
evaluating wireless technologies, new handheld devices and emerging client
technologies available from a slew of vendors.

Wireless LAN

An interesting
feature of wireless local area network (LAN) is wireless voice over internet
protocol. For example, the Symbol NetVision Data Phone incorporates a scanner, a
HTML browser-based user interface and a wireless LAN radio providing voice
communications, data capture capabilities, bar code scanning and an embedded
thin client.

A store assistant can use this
device to respond to customer calls and scan a product for availability and
price. Using an internet browsing function, these devices can be used to access
email and web pages to process full transactions and manage information
including internet, database and purchase orders.

Another application would be to
tie the phone to a call center through a database that will record the associate’s
availability through a time clock type. This would enable a centralized call
center to determine an associate’s availability by querying the database.

Web enabled checkout

POS vendors are
providing web capabilities in order to make it a more productive place for
vendors and consumers. By using a credit card terminal, retailers can deliver
value-added applications beyond accepting credit card payments.

Virtual storefronts can now be
created right on the credit card terminal. Retailers can run a browser to the
card terminal, enabling them and consumers to access the website in the store
through the device. When customers reach the checkout counter, retailers can use
the web browser to filter targeted messages and promotions to a specific
customer. Customers can click directly on the device and redeem the promotions.
The web-based POS can deliver advertisements and promotions that can be matched
to the customer’s specific tastes based on current and historical orders. The
units also allow retailers to manage online shopping in-store.

When customers sign for credit
card purchases, the unit can print the customer copy and store the electronic
version in the device. At the end of the business day, all receipts can be
loaded on to a server to enable easy retrieval at any point in time.

POS transactions for
e-replenishment

The
e-replenishment solution allows retailers to monitor and manage the
replenishment process in real time over the internet. The IBM-Industri-Matematik
solution for supply chain management, designed for highly automated retail
environments, provides scan-based store replenishment model for both
direct-to-store and warehouse environments. The solution uses advanced order
management and fulfillment center system. It has a messaging backbone of IBM’s
MQ Series middleware products, which leverages IBM Business Intelligence and
WebSphere technology. This will help retailers manage supply chains better to
have products available wherever the customer shops, which is a direct result
created by ebusiness The US grocery industry is
developing a new initiative whose impact could be as revolutionary and global as
that of the universal product code (UPC) and retail scanning. This would allow
secure, inexpensive transfer of such items as pricing, promotions and delistings
on one level, facilitate such initiatives as collaborative planning, forecasting
and replenishment, and scan-based trading on another and ultimately be used in
initiatives like consumer-direct. The e-replenishment system allows retailers to
restock store shelves based on consumer purchases rather than forecast demand.

Palm as POS register

Retailers who
have limited store space need a checkout solution to handle high sales volume
through a limited space. Wireless palm pilots are a solution for retailers who
want to shorten the check out process without adding new registers. The palm
pilots are light in weight and emulate the retailer’s POS. Such hand held
devices are equipped with a radio frequency bar code laser scanner and printer
and, like the stores traditional registers, operate on a LAN network. The
flexibility of the wireless units enable conducting credit card and debit card
transactions either at a designated area of the checkout desk, or as the
customer stands in line.

Web-based thin client network
as POS

Retail
applications are centrally hosted from a headquarters and stores access them
through web browsers on thin clients and wide area networks. Thin clients help
gain consistency across all stores. Each user has only pieces of application
they need to do their job. By integrating the POS data, one sales report can be
produced at the end of the day. The reports can define products which sell, peak
time sales and staff productivity. Access to daily data enables timely, informed
decisions.

The new devices are making POS a
valuable ebusiness tool that is enabling stores to offer consumers point of
service in addition to point of sale.

Bala
Subramaniam