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Checkpoint: With RFID, the customer truly is king!

Artikel | von Checkpoint Systems | 23. Februar 2017
Omnichannel enables retailers to apply a much more flexible structure to their offering. Omnichannel enables retailers to apply a much more flexible structure to their offering.

RFID optimises all retail processes from logistics to the perfect shopping experience

Increases in revenue and efficiency, an improved customer experience, and reduced costs all at once – these are goals every retailer puts on top of their agenda. These goals are not only about standing up to e-commerce, but also to resolve numerous obstacles and bottlenecks which have been manifest in retail for decades. And the solution is simple: Everything is based on RFID. Only RFID technology has the potential to provide precise data, which can be leveraged by specialised software solutions to benefit retailer and customers alike.

Dominik Brosch, Global Account Manager, Checkpoint Systems, and Torsten Labusch, Technical Pre Sales, Checkpoint Systems, in an interview with “RFID & Wireless IoT Global”

Where does the customer want to be met?

“Only those concepts which truly reflect the habits and needs of the customer, promise lasting success for brick and mortar retail. Click and Collect, for example, is oriented towards a real need that online shopping simply cannot satisfy- immediate availability. If a consumer needs shoes for a party the same evening it is not an option to order them online. Physical retail on the other hand, can meet these instant customer demands. In order to do this, retailers need to put their key advantages, particularly the tactility and the immediate availability of items, front and centre. If brick and mortar stores cannot keep this promise, the omnichannel strategy loses the trust of the customer and is ultimately worthless. Used correctly, technology enables retailers to maintain consumer loyalty by keeping to their promised deliverables”.

Dominik BroschDominik Brosch Dominik Brosch, Global Account Manager, summarises the role of Checkpoint Systems as a solutions provider. “Today the retail industry is undergoing dramatic changes. Those who will benefit from this transformation are the ones that take the opportunity to digitally transform their offering. Retailers can react by making goods available both online and offline, offering tailored advice and leveraging their customer experience in a productive manner.”

Omnichannel enables retailers to apply a much more flexible structure to their offering

Brosch also sees an improvement in the customer experience as being ultimately beneficial for the retailer and leading to important savings: “Through omnichannel, retailers can act in real-time, especially by delivering to or from stores. The customer can collect the articles they ordered online there or have them delivered to their home as soon as they are available. With this, the store is partly stepping into the role of a distribution centre. Omnichannel eliminates the need to keep a separate inventory for ecommerce. The structure of the entire supply chain is becoming more flexible and enables cost reduction. In order to do this, the retailer needs item-level visibility inside all stores and inside the entire supply chain. At the end of the day, what‘s important for the consumer is receiving their articles reliably and having an improved shopping experience.”

Taking a customer’s privacy concerns seriously is also critical

In order to further optimise customer shopping experience, retailers can employ big data solutions today. Dominik Brosch advises to deploy these solutions measuredly with a view of the end-goal “Mobile and online shopping have led customers to re-evaluate the use of their data for personal preferences. The younger generations of customers are particularly less fearful of contact with data use. Nevertheless, creating transparency is important when handling customer data. Checkpoint Systems advises all clients interested in RFID solutions to run a privacy impact assessment first and speak with their customers about data use. If you can explain why and how you use customer data, you create trust.”

In the end, however, practicality remains the most important factor for a customer to engage with a solution. “Our experience show that technologies which use data measuredly to provide benefits to end customers will more likely be accepted. This is why it is important to not only gather data for internal purposes, but to leverage them – as part of a holistic retail solution – for an improved shopping experience.”

A round table against preconceptions

“Checkpoint Systems is acting as a consultant. We possess the full array of RFID competencies and can outline the best way to develop a solution that helps to solve the specific needs of our client. For example, we first design smaller solutions with a fast ROI which can then be built upon for the complete solution. In many cases, there already are partial solutions for subsystems, such as loss prevention, which we can integrate into the concept. As a holistic technology provider, Checkpoint not only offers consultancy, but is also involved in all facets of software and hardware implementation,” Brosch explains.

“Checkpoint Systems advises clients interested in RFID solutions to involve members of all departments in the planning process. This way, all avenues can be explored and all processes can be tackled universally, but most importantly it reduces pre-existing concerns about the technology,” Torsten Labusch, Technical Pre-Sales, underlines. “If everyone is behind the project, the eventual benefits from the solution are measurably higher. The advantages from RFID solutions are effective across multiple processes – and therefore across multiple departments as well. Therefore, we try to involve all parties in all our projects to enable company-wide added value.”

The pilot decides the success of a project

For Labusch, there is no way around a pilot phase for a successful RFID solution. “We always recommend running a pilot,which is scaled and tailored to the precise requirements to each of our clients. Far-reaching changes to the business model need time before truly entering the corporate mentality. Pilots are not only important to establish the technology, they are also a way of raising awareness for coming changes and reducing fears of innovation. Large landmark projects are important as well, but they raise expectations for savings, which the technology cannot always deliver in that instance. Process optimisation develops differently everywhere.”

Checkpoint Systems at Euroshop 2017: All Eyes on RFID for Retail!

Increased revenue, increased efficiency, an improved customer experience – at Euroshop 2017, Checkpoint Systems presents hardware and software ideas for optimised retail solutions. Hall 6, Booth A24.

Letzte Änderung am Freitag, 24 Februar 2017 10:35