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 situationin 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?

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.

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.

Fig. 3: hella refrigerator at the POS

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).

Fig. 5: hella-Playlist: Example for communication-mix

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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.

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

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.

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 fromcustomers’ arrival in the harbour and their onboard stay, departure and visit to the border shops.

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.

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-ownadvertising 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.

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 certify 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