Disruption at the POS

For the retailers not to miss the boat when it comes to digital transformation, they need to recognise the importance and the opportunities that digitalising can offer at the POS and bring them on board, as well as creatively interlinking the sales channels and be disruptively proactive with the help of innovative technology. Because today's discerning customers 4.0 expect not only information but a shopping experience too. In short: the POS has to offer them an interactive visual experience.
At least this is the opinion of the marketing agency MSM: "Nowadays consumers use numerous channels to get information before they make a purchase. In order to create a harmonious and attractive shopping experience, POS campaigns should introduce direct cross-media or at least a recognition value for the campaign channels regardless of the channels used. In addition a clear added value for the customers should be created at the stationary POS in order to attract the customers back in-store", says Stefan Schäfer, Managing Partner at the MSM marketing agency. Therefore, digital campaigns should be prepared with the specific target in mind and be implemented.
An intelligent POS system, for example Skreeens developed by MSM, links the advantages of the bricks and mortar trade with those of the online world and helps by: combining a content management system to set up displays and administration of campaign content; a store-based real time presentation on respective retail displays and a reporting function to measure efficiency, according to Schäfer. Skreeens can also be adapted to the respective manufacturers' requirements. Thus, MSM assures that digital POS campaign rollouts as well as their optimisation become child's play.

Depending on the campaign, Skreeens supports sales staff on advising customers and the end users at the self-service. Besides the service offer, the product portfolio can also be virtually enlarged - also with a link to an online shop.
The floor covering manufacturer Hamberger Flooring is currently using Skreeens as a test system for two selected DIY stores in order to collect customer feedback. "We want to collect feedback on the use of multi-media sales tools on the sales floor with these two test systems", explains Bernd Reuß, Press Officer at…