8CIOReview | | JULY 2022IN MY OPINIONIn a world where most everyone is operating in a deficit of time; time-saving solutions are top of mind for our customers. Scan-and-Go solutions, rooted in warehouse management system processes, has navigated into the retail brick and mortar stores. The concept of allowing customers the freedom to shop and exit with minimal effort has become an attractive option for both stores looking to decrease labor as well as increase customer experience. But what happens in the wake of these new AI POS solutions? Looking beyond the horizon into the void, what else can be achieved through the evolution of traditional POS checkouts to Scan-and-Go POS?The shopping experience progression for POS transitioning from register scanning to a customer phone application allows for increased transactional data capturing. Traditional POS data capture has been used to identify shopper purchases, frequency of purchases, average price points, and customer master data for future marketing opportunities. While POS Scan-and-Go may feel like a slight disconnect from customers, it opens enhanced insights such as shopper store footprint flow, mobile display development, labor reallocation, and shopper frequent purchase offers while they navigate the isles. If the app were engaged during the in-store shopping experience it can track the footprint through the store, the path in which each shopper takes, combined with their POS purchases, could then indicate where best to place products within the store layout. The time delays between scans for items located closely together could point to the type of shoppers the store attracts such as those who are target purchasers or those who browse. Items that are scanned then later removed from the POS purchase prior to check out on the app should be viewed similarly to abandoned cart e-commerce activity. Perhaps mobile endcaps repositioning throughout the day to generate incremental POS sales will emerge or even real-time offers as customers pass by a promotional location.POS data historically points to actual purchases and at which time they were made. While this has helped with stocking store shelves, reordering, and which advertising was considered a success, it does not capture the start of when a shopper entered the store. With Scan-and-Go, it can be better defined the duration in which a shopper is in the store and how much time they spend within each area of the store. POS registers scanning items cannot alone identify much about the customer as the data is limited by comparison to a Scan-and-Go app that is operating during the entire customer shopping trip. With expanding data points captured through the Scan-and-Go POS solution, Marketing can be more targeted to meeting the customer needs. For example, THE POSSIBILITY OF SCAN- AND-GO POS SOLUTIONS By Rebecca Meyer, Director of IT - Commerce Applications and ECommerce, Kelly-Moore PaintsRebecca Meyer
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