The World is Changing: How to engage with customers safely and captivate them at the same time.
The recent global events and resulting social distancing have dynamically changed the landscape for customer interactions in services, especially at the point of sale and with customer engagement. The requirement for virtually contact-free, safe yet impactful customer experiences grows, demanding an extensible and modern point-of-sale experience that prioritizes safety and accommodates these needs.
In this paper, we focus on the need for minimizing physical interaction while still enhancing customer experience and communication throughout the customer purchase and checkout process. What could possibly aid in this? A customer display with a receipt printer facing them can be an important solution for this. The customers’ journey begins as they approach the checkout transaction station and notice the customer facing display showing them potentially interesting images and messages. As the transaction begins, the display provides important transaction information and messages tailored to them. As the purchasing experience completes, the customer can provide a form of payment or choose to pay via a touchless payment service, then safely take the receipt without touching anything else or anyone. An integrated display with a printer has a small footprint, is easy to set up and provides significant benefits for the merchant and customer.
According to digital media advisor Lyle Bunn: “Digital displays at point of sale captures attention through compelling graphics and deliver conversion by presenting the core benefits and value propositions.” Lyle also indicates that products promoted on a digital POS display will often see a 5 to 60 percent sales increase. Customers also will recall your brand by 40 to 60 percent.
Additionally, according to research, customers indicate a perceived decrease in wait time by 40 percent when engaging with a customer facing display.
What Is a Customer-Facing Display?
A customer-facing display is positioned to face customers in the checkout queue. You have seen a cash register with a display for customers that shows the price of items as they ring up. It is important to see th at the correct items are rung up along with sale items and coupons being redeemed. While sizes may differ, the objective is to effectively communicate the transaction to the customer in the appropriate space and location.
What improves the customer experience is to not only display prices as items are rung up but to consider what other messaging and communication can capture their attention, while also protecting their safety.
Note that the customer-facing display is different from the display on the payment processor, which may prompt customers to approve of their purchase total, ask for their PIN and more. The customer-facing display is designed to engage the customer with a visual experience throughout the purchasing encounter and not for adding pin codes or swiping nearing the end of the transaction.
The customer-facing display and printer set is an important part of the POS experience to the customer. The information shown on the customer-facing display captures the customer’s attention with meaningful messages and provides the transaction and receipt through a safe process that requires minimal touch. In addition, the paper receipt can also contain important advertisement, coupons, and other communication.
Features and benefits
A customer-facing display and integrated printer engages and provides information that customers can find useful and of interest to them.
1. Transaction Information
As the store associate rings up each item, the item and price are shown. The customer sees the products being rung up and is assured they are being charged only for what they intend to purchase. More advanced POS systems with customer-facing displays display much more than this to enhance the customer experience. The customer can then take the receipt without having anybody touching the paper and handing it to them.
POS systems can take advantage of store promotions with these displays. Discounting and promotions go hand in hand and customers enjoy being able to save on items, while stores and restaurants like to maximize sales of excessive inventory or announce specials. In the case of quantity discounts, the display can inform them of whether they have met the requirement or not. If not, they can add to their purchase to unlock the discount. Sharing information with customers on their savings continues to enhance their experience and improves loyalty.
3. Suggestive Information and Advertisements
Special advertising could also be shown that is tailored to the customer purchases that complement the items being bought. If they are purchasing cereal, what about the milk? Or if it is close to Mother’s Day, what about flowers and chocolates? Additionally, the display can be used to advertise upcoming sales, enticing the continuous return of regular and new customers to your store.
4. Loyalty Recognition and Digital Payments
Taking the customer experience further, when customers first check in at the counter, they can have their loyalty card scanned to access their account. If they do not have one, an invitation to join can be shown on the display. This helps build customer loyalty and allow the store to gain valuable data and metrics to enhance the customer experience in the future. Messaging and ads that would interest the specific customer now can be customized to their preferences, suggesting complementary items, specials and future sales tailored to their shopping habits. Special QR codes for digital payments and even signing up for specific promos or programs are easily done by scanning with the customer’s smartphone. Completing the experience, the printed receipt can also show more than just the transaction information, including important messages, points totals and data mirroring the display.
Loyalty is what keeps customers coming back and when they know that checking out at your store is an engaging and positive process, they are more likely to keep coming back.
5. Slide Mode
When the POS system is in standby mode, the customer facing display does not have to be blank or idle. Seasonal promotions, important information, attractive store graphics can continually scroll through automatically to capture the customer’s attention. When a customer approaches, the POS system can be activated going into transaction mode and the personal customer purchase experience begins again.
Nearing check out completion, the display can also present a payment QR code for optional touchless payment. Finally, the customer grabs the receipt from the printer on their own as they leave, providing safety and an enhanced, positive customer experience overall. Throughout the interaction, the customer facing display does not need any physical contact. It safely engages shoppers and enhances the shopping experience, encouraging loyalty and repeat visits.
Adding a point of sale printer with integrated customer-facing display to a POS system is a minimal investment for a large return for both customers and merchants. From a simple mPOS solution that involves a smartphone or tablet to a more sophisticated store or chain-wide POS system, consider a customer facing-display and printer and enhance your customer experience and business value.
Add Seiko Instruments’ RP-F10 and integrated customer display to your POS system and provide a safe and engaging purchasing experience for your customers while increasing business performance and outcomes in this new era of Social Distancing.