What’s the point of sale?

What’s the point of sale?

Multi-national brands have begun to recognise the potential of using the latest technology at the point of sale, providing innovative and instantaneous customer interaction. Whether rewarding loyalty or stimulating spending, companies such as Barclaycard and adidas are using technology to project powerful promotions and stimulate seamless sales.

However, all is not as seamless as it seems. In the case of NFC (Near Field Communications) there is some convincing to be done. It is argued by some that NFC does not have the stamina or public demand needed to truly take off. In the eyes of many consumers, there is no void for it to fill, no problem for it to fix. But then often, the taste of a marketing campaign is to recognise what the consumer wants, before they even realise they want it.

For example, some marketing professionals are already convinced. Comobi2 is a new Proximity Mobile Marketing agency established purely to create technology led promotions at the point of sale. With a belief that technology is now driving the marketing agenda, they are offering brands advice on how to utilise the potential of NFC technology. To prove their point, and drive it home, they took to the streets with Clear Channel and engaged with the public. They created a powerful case study to indicate just how this type of technology could be embraced by consumers and actively used. Their intention was to introduce the new technological aspect of Clear Channel Adshels, where, through the simple use of a smart phone, and an NFC tag, an instantaneous connection between buyer and brand could be made. They encouraged people, while standing at their local bus stops, to challenge a robot to a daily quiz and take part in the ‘Human Vs Machine’ game. In just two weeks, 4,000 people participated in London alone.

Certainly, an initial interest is being shown by consumers then. They are actively responding to the opportunities laid out by new technologies. However, is this type of advertising in danger of becoming a passing novelty, if it is not supported by something more substantial? Barclaycard have discovered a way to combine NFC technology with their long-term recognition of customer loyalty. Through their initiative ‘Unwind,’ they recently supplied users with a ‘Payband’ - a Barclaycard bracelet which doubled as a NFC enabled contactless payment device, which could be worn to a festival and used to pay for drinks and merchandise. Primarily focused around social media, the campaign wanted to give loyal customers, ‘Reasons to Smile.’ First implemented at Wireless festival, the Payband also gave consumers fast track entry with the opportunity to visit VIP areas.

adidas is another brand that has merged the concept of convenience and customer consideration with a flare of technological creativity. To compete with the growth of online shopping, they have taken steps to reinvent physical retail and the way in which stores interact with shoppers. They wanted to elevate the in-store experience, and to do this, they created the Virtual Footwear Wall; a life-sized, interactive product installation, built with the Connected Retail Platform. It is capable of accessing a vast portfolio of adidas shoes, inserting buyers into a virtual world where the product is fulfilling its function, and allowing instant payment with the touch of a screen. 

This technology certainly mirrors the ambition and competiveness in sport. It is state-of-the-art, it is crowd-pleasing, and it is compellingly creative. And adidas are not the only company who are finding a connection with customers through technology. The Shop, a creative agency designed to help retailers turn browsers into buyers, is also bringing technology in to the store and on to the shelves. They use a combination of epaper, brand theatre and electroluminescent displays, to brighten up the brand, and make still advertising come alive. This type of technology is much simpler and more universally accessible than the mobile based technologies and seems to have the ability to draw in the crowds, but as with any of these innovations, can it make them stay?

Certainly then there can be no argument that technology at the point of sale can be effective. It is efficient and it is engaging, and it appears to be the new chosen direction for brand marketing. However, is there a danger of technology becoming so prominent in today’s society, that the simple luxury of decent customer service is lost? After all, you can’t have a conversation with a computer. Technology at the point of sale only fulfils its purpose if it is personal, and relevant to the consumer. It needs to be relatable, and it needs to be rewarding.

Ultimately, it comes down to knowing your audience, and more importantly, knowing exactly what it is that they want from the technology you’re investing in.


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