Digitising the Point of Sale.

How to convince potential buyers to make a purchase at the digital POS –the latest practical examples and tips

The precision of the Internet combined with the intimacy of the Point of Sale (POS) provides for innovative digital POS advertising that triggers buying  decisions  in  retail  environments.  Despite  the  wide  range  of options for addressing customers on the Internet and following their digital customer journey, most purchasing decisions, around 70 per cent, are not made online, but on the spur of the moment at the Point of Sale.

In spite of the continued internet e-commerce     trend,     the     act     of purchasing  is  still  a  very  analogue affair. The advantages of digitising the final touchpoint at the Point of Sale are becoming increasingly obvious:

It  is  firstly  a  way  of  significantly increasing     the     effectiveness     of advertising by taking advantage of the physical  proximity  of  the  customer and    secondly    it    can    increase advertising    impact    by    controlling which   content   and   advertising   is delivered at what time.

That    is    why    developing    digital solutions   for   the   POS   touchpoint where  customers  make  their  actual purchasing decisions a crucial part of every   customer   journey   marketing strategy.

Advantages of the digitised Point of Sale

Brands can take advantage of digital screens to present dynamic content and advertising directly at the POS.

Digital   screen   based   advertising, better  known   as   Digital   Signage, stands out, is attention-grabbing and addresses the  consumer directly in their current situation.

DIGITAL SIGNAGE PROVIDES SITUATIONAL ADS AT THE POINT WHERE PURCHASING DECISIONS ARE MADE.“

With Digital Signage it is possible to focus communication and advertising on  the  time  and  place  where  the consumer  is   present.  The   result: Even  better  and  more  successful advertising.

What’s more, the communication can be   scaled-up  on   unlimited  digital screens, updated and adapted in real time  to meet the precise needs of a company, brand or product.

GLOSSARY

DIGITAL POS TERMINOLOGY

  • CMS:

    „Content Management System“, software for generating, processing and organising content

  • POS:

    „Point of Sale“, location(s) where a product can be purchased

  • POI:

    „Point of Information“, location(s) where customers can inform themselves about a product or service

Digital Signage: The customer in focus

pilot Screentime focuses on consumer behaviour at the POS with the development of digital signage solutions (see Fig. 1). The situation
in which a potential buyer finds themselves at POS is crucial in deciding an on-screen content strategy:

Does the consumer have the chance to engage with the screen communication for a long time? Is there a limit to how long the seller has to grab their attention? And what are the main KPIs of the screen based communication combined with other POS activities?

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Fig. 1: Framework conditions at the POS

The contents of a digital POS solution should always correspond to the situation and increase coverage and likelihood of interaction (see Fig. 2).

pilot Screentime has developed a number of digital signage solutions that highlight the opportunities created by digitising the Point of Sale. The following three examples illustrate the innovation and interaction aspects, as well as the CMS-controlled customer journey at the POS.

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Fig. 2.: Requirements for a digital signage solution

Innovation at the POS: Digital fridges for hella

pilot Screentime has developed an innovative POS solution for beverage manufacturer hella, which catches the eye of every customer in the supermarket:

Unique, digital refrigerators that are fitted with a transparent full-HD display and provide the consumer with a wide range of dynamic content.

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Fig. 3: hella refrigerator at the POS

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Fig. 4: Dynamic screen content

The transparent refrigerator screen provides consumers at the POS with regularly updated content and advertising in HD video. This means it is possible to display weather forecasts, for example, or store information such as opening times. Screen content on the digital refrigerators is played back via an easy-to-use content management system from market leader Scala and via a playlist (see Fig. 5).

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Abb. 5: hella-Playlist: Kommunikations-Mix-Beispiel

VIDEO

REFRIGERATOR WITH TRANSPARENT DISPLAY

The following link shows how the full-HD refrigerator from hella mineral water looks and works in the supermarket:

http://bit.ly/1Io4xp0

Interaction at the POS: Digital sightseeing with Heinemann

pilot Screentime has developed two digital POS campaigns for international store operator Heinemann with the goal of engaging Travellers at Frankfurt and Hamburg airports.

This makes it possible for travellers in the non-Schengen area of Frankfurt airport to send extra special holiday greetings by means of an interactive, digital screen. As part of the ‘From Europe with Love’ campaign, passersby had their attention grabbed by an innovative, large-format display, designed to extend the time that customers linger in the Heinemann Duty Free shop.

Consumers are drawn in and engaged by a high level of interactivity – and get a playful glimpse into the Heinemann brand. Visitors to the Heinemann shop had the opportunity to photograph themselves with the landmarks of different European capitals wearing the traditional clothing of the country using a portrait-format 4K touch display with face tracking, and could then forward the image to their email account.

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Fig. 6: „From Europe with Love“ – sightseeing at the digital POS

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Fig. 7: „From Europe with Love“ – sending individual photos via images

Consumers at the Hamburg and Frankfurt airports were drawn into another digital POS activity in the shape of the Heinemann
‘Colour your City’ campaign. Here, they were given the opportunity to create cityscapes using a digital screen.

pilot Screentime installed digital screens equipped with ‘Kinect’ cameras in Heinemann duty free shops. Travellers were able to construct images on the screen using gestures and movement.

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Fig. 8: „Colour your City“ – interaction while you wait

DIGITAL POS

POSSIBILITIES AND MARKETING OPPORTUNITIES

  • Attention-grabbing, location-based communication
  • Time based targeting
  • Implementation of customised target-group communication
  • Possibility of direct interaction with the target group
  • Gathering information on real-time consumer behaviour
  • Increasing the time customers remain at POS
  • Possibility of adapting content in real time
  • Implementing refinancing models through third-party advertising
  • Reducing costs for advertising materials
  • Integration of internet and customer specific platforms

CMS-controlled customer journey: The digital Scandlines-POS

Travellers also play an important role for the Danish company Scandlines, which makes best use of the physical customer journey from
customers’ arrival in the harbour and their onboard stay, departure and visit to the border shops.

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Fig. 9: Digital screens along the Customer Journey for Scandlines

pilot Screentime developed a communication concept for Scandlines that takes advantage of the real-time passenger situation.

With around 400 digital screens, on six Scandlines vessels, Scandlines can offer a range of content and advertising that enhances the passengers’ journey – providing relevant and effective communication at every touchpoint.

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Fig. 10: Digital screens on board Scandlines’ vessels

Digital screens with content such as road and traffic conditions, weather, news, catering services, promotions and company-own
advertising accompany passengers in real-time (see. Fig. 9).

The digital screen network is controlled from the Scandlines HQ using a content management system, which is currently used to play 52 channels by means of 256 playlists (see the infobox on the left for more information).

CONTENT-STRATEGY

MANAGEMENT VIA PLAYLISTS

Content for the digital screen network is collected and structured in one or more playlists.

Depending on the customer’s requirements, a range of ‘slots’ can be defined and played back in a customised manner.

In this event, up-to-date, location- relevant messages (such as weather) as well as information about products or the business (such as opening times) can be included in the solution.

The content of entire playlists can be maintained and adapted in real time on the web using the underlying content management system.

Conclusion: Digitised POS in five key steps

These five issues are crucial in the strategic planning of a digital signage solution at the POS:

What is the desired effect of the digital POS activity on the target audience?

• Engagement: Do you want to engage the target group with the POS activity for a long period of time?
• Attention: Is the goal to draw the target group’s attention to advertising as they walk past?

What is the situation of my target group at the POS?

• How much time does the target group have to engage with a digital POS solution?
• What is the situation of my target group at the POS and are one or more creative solutions necessary?
• Is it possible to include the target group’s customer journey in strategic planning?

What technology is required for the POS concept?

• What are the technical possibilities and restrictions that need to be considered?
• Is the solution visible and accessible at the POS?
• Does the solution require an explanation, e.g. how to operate an interactive solution?

Is the content of the digital POS solution appealing and target- group oriented?

• Is the content aimed at the needs of the target audience?
• Should the content inform, entertain or do both?
• Could useful information and content be provided to increase attention?
• Are moving images or static content more appropriate? Does the copy make sense to all customers?
• Can copy be replaced by iconography?

How is the digital POS activity controlled?

• Does the content need to be regularly updated or adapted?
• Do playlists need to be created automatically?
• Is it necessary to implement a CMS for the control and maintenance of different digital solutions?

PILOT SCREENTIME: SERVICES

  • Content & Advertising

    We develop and produce the best digital screen content & communication solution for you and your customers

  • Technology

    We develop individual interfaces for databases and e-commerce systems. Furthermore, we evaluate and certifiy content management systems (CMS) and screen hardware

  • CMS

    Our team sells, trains and supports various content management solutions

  • Roll-Out Management

    We install screens, networks and apps and ensure that all our output reaches and exceeds all quality assurance standards

  • Maintenance & Support

    Our multi-lingual team of project managers and creative experts maintains, monitors and editorially controls your continued digital communication