How to accurately select the digital sales system to optimize the ecosystem of services that the retailer can offer to its customers?
The digital point of sales, an evolution of the analogue cash register, consists of a series of hardware peripherals (POS, PC or tablet, scanner, printer, cash drawer and pinpad) and software that processes purchase transactions as well as manages the peripherals connected to it.
The transition from analogue to digital gives retailers a range of opportunities: simplifying operations, ensuring greater control and allowing them to implement an omnichannel customer relationship strategy.
What are the characteristics that a digital point of sales should have in order to be a useful tool for implementing business strategies and achieving the technological evolution of Retail?
- A Cloud Architecture to ensure scalability both in terms of the number of locations and in terms of new feature implementations. The cloud also provides a range of benefits related to security and centralized control.
- Open to integration with new digital services related to loyalty, promotional systems, smart payments and ready for future evolutions.+
- Natively multilingual, the language can be selected from the profile of each user.
- Ensure business continuity of sales, even in offline mode.
- Constant release of upgrades with easy distribution and installation, to stay always up with new regulations and technological advances.
- Versatility of the system in terms of hardware, which guarantees adaptability to the size of the stores (from single point of sales managed with tablet or smartphone stations, to chain stores that require more complex hardware solutions); versatility of the software in terms of the store concept (food, non-food and mixed).
There are several aspects to take into consideration when choosing a point of sales and all of them are of great importance for the good performance of sales processes and business growth.
Konvergence has been developing its KiaraCloud suite for years keeping in mind that these features must be included in the solution developed to create and maintain over time a scalable, flexible and integrated platform that offers retailers a tool that enables omnichannel strategies.
"We thought about a point of sales that would give the sales clerk a strong freedom of action and the retail manager a complete control, from any web access, for micro and macro data supervision."
Said Francesco Mignogna, Product Manager at KiaraCloud, and added:
"In recent years we have integrated KiaraCloud to several loyalty and CRM systems, such as Salesforce and Koncentro, and to many digital and smart payment systems. The almost 2000 Italian installations of the last year have confirmed the development strategy of the solution. The flexibility that we have given to our software allows us to offer a solution to the various needs of the market and users. We are constantly evolving and always ready for change."
Choosing a digital point of sales influences business growth because it has an impact on marketing strategies, on the quality of services provided and on the work of sales clerk.
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In the process that retailers put in place to gain the trust of their customers, the mobile app can certainly be considered the primary supporting channel.
It is perhaps unnecessary to remember how much the use of mobile has become an integral part of the daily life of all of us. The ease of use of mobile compared to desktop applications has succeeded in bringing users of all age groups to the tool, independently of their level of technical knowledge.
A research by Osservatorio.net published last March shows that in 2021 smartphones will become the first channel for online purchases, with 51% penetration in the Food&Grocery sector.
The recommendation when starting a Mobile App project is to consider the entire physical and digital communication context within which the brand presents itself and not to develop an app separately from the rest of the ICT systems.
In fact, this channel must respect the criterion of consistency and be in total coherence with all the other touch points that the brand displays, both in store and online.
Consistency is to be achieved from a technological point of view: customer services are digitalized and included within the App that, integrates them into the entire ecosystem as a new front-end, shares the customer's story with all the other tools.
Technological consistency is strongly connected to the structural choices that the retailer makes for the management of its database. A unified cloud-based platform allows managing, in a stable way, a single view of the customer and in a flexible way the different contact points, in order to map all the possible interaction and purchase journey.
Consistency is also achieved with a work of graphic and verbal alignment. Colors, icons, ideograms, words and messages that are used in the classic digital or paper flyer, on the website, on displays and totems in stores, must be take up and reinterpreted in a specific key for the mobile tool, within a user experience that is unique for that tool.
Once the technological and communicative consistency is achieved for everything related to the database and digital services shared with other channels, it is possible to provide a personalized experience to customers with services useful for their purchases shopping lists, product information, prize catalog, coupons and promotions, dematerialized card with account statement and digital receipt.
Then expand the portfolio with additional features, making the most of those potentialities that, due to the specific characteristics of the mobile medium, make the mobile app a unique and indispensable tool.
- Geolocation, to guide customers to the store but also, inside the point of sale, to the product.
- Proximity Marketing, to communicate to your customers when they are near specific purchase areas or perform a specific action.
- Scanning of barcodes, QR codes and tags for augmented reality, with the smartphone camera.
- Gamification related to reaching scalable goals and objectives to drive engagement and purchases.
To complete the purchase process, the mobile app is certainly the ideal channel to integrate the digital payment tools that the retailer has enabled on its circuits. Automating the checkout phase is probably the most ambitious process for most brands. Once the customer has established trust and familiarity with the mobile app, a tool that they use and from which they receive benefits, they will look for nothing more than to be able to set up their payment tools there as well. A real digital wallet where not only credit cards but also gift cards and other forms of electronic wallets can be stored.
Konvergence has developed KWallet, the Mobile App for Retail, modular, customized and integrated within the existing ICT ecosystem.
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