Interview • 27.04.2015

"In-store terminals facilitate a virtual expansion of the sales floor"

Interview with Frieder Hansen, CEO of Pyramid Computer GmbH

Frieder Hansen: Today the use as information terminals is no longer the most...
Frieder Hansen: "Today the use as information terminals is no longer the most important function."
Source: beta-web/Stöter

The retail industry is currently affected by one question in particular. ”How do I connect my actual stores with my online store and hence create true multichannel services? “ One potential response to this question is digital in-store communication. Frieder Hansen, CEO of Pyramid Computer GmbH, is an in-store terminal expert. In this interview, he explains what prerequisites these types of terminals need to meet today and how the connection between brick-and-mortar and online stores can be best realized. 

Mr. Hansen, right now there is a lot of commotion in the in-store communication market. What does an in-store terminal need to be able to do today for customers to use it? 


The keyword here – as so often in retail today – is “multichannel“. The big advantage a terminal equipped such as this gives the retailer is in the connection between eCommerce and brick-and-mortar stores. Just like an online store, the terminals are able to present the entire product portfolio and assist customers in their search for the optimal product. 

However, today their use as information terminals is no longer the most important function: current solutions also enable the completion of an entirely autonomous sales transaction. In doing so, the terminals are no longer just a point-of-information but create a digital expansion of the sales floor and thereby increase sales in the store. 

At the same time, the customer also perceives the new options as a better type of service. He or she no longer needs to wait for a sales person when looking for additional product information or an alternative. Customers also no longer need to stand in line at the checkout counter to pay, but are able to complete their purchase directly on the sales floor. In this case, the emotional aspect of experiencing products in the store is combined with the advantages of the Internet.

How is the connection between the terminal and the online store realized in an actual application? 

Today, most retailers already operate an online store, but all of these stores are different. All of them have their own unique design and specifications. This creates a unique challenge for the connection between the stores and the in-store terminals. By now, there are already several “out-of-the-box” solutions that automatically edit the online store data for the terminal, and can be integrated into any existing IT infrastructure to establish a connection between the terminal and the online store.

Doesn’t this require an extensive IT installation? 

Until recently, this was still the case. Now there are several solutions that minimize the time it takes to install, thus facilitating space-saving hardware integration in the store. Flexibility is an especially important factor since retail requirements are constantly changing. IT systems need to be able to adapt to current retail needs. 

We introduced this type of solution at this year’s EuroCIS. Retailers can utilize their sales floors to sell products instead of accommodating the infrastructure, thanks to the compact design. Since the server, router, switches, and power supply are located in one single box, this kind of solution virtually no longer needs any space for the store IT connections. The systems can simply be mounted to any available space on the wall. 

It is the interaction of several systems that enables retailers to fully take advantage of the benefits in-store terminals have to offer. Aside from the actual terminals, retailers also need a solution for the quick and easy connection of the online store and a compact IT system for the space-saving installation of all of the necessary hardware. In doing so, a connection between distribution channels can be implemented in a manner that is not only flexible but adapts to the needs of the respective retailer. 

Interview by Daniel Stöter, iXtenso.com

related articles:

popular articles:

Thumbnail-Photo: APG Cash Management Solutions partners with Cashspeed...
19.11.2020   #cash management #cash drawers

APG Cash Management Solutions partners with Cashspeed

Helping retailers reduce the cost of managing cash at the point of sale

APG Cash Management (APG), a fast-growing global manufacturer of cash management solutions, announced today its partnership with French software firm, Cashspeed, which focuses on cash management and payments systems software. Now certified as a ...

Thumbnail-Photo: Zebra Technologies to acquire Reflexis Systems, Inc....
10.08.2020   #POS communications #workforce deployment

Zebra Technologies to acquire Reflexis Systems, Inc.

Acquisition helps Zebra empower every worker at the edge to execute the best next action

Zebra Technologies Corporation (NASDAQ: ZBRA), an innovator at the front line of business with solutions and partners that deliver a performance edge, today announced it intends to acquire Reflexis Systems, Inc., a ...

Thumbnail-Photo: World’s first convenience store retrofitted with AI technology...
14.08.2020   #video surveillance #video cameras

World’s first convenience store retrofitted with AI technology

Standard Cognition to provide Circle K with autonomous checkout

Standard (“Standard Cognition”) announced that Alimentation Couche-Tard, a company that operates close to 14,500 convenience stores worldwide, including under the global brand Circle K, has selected Standard to pilot touchless, ...

Thumbnail-Photo: Denmarks first sustainable DIY store has great success...
30.10.2020   #sustainability #electronic shelf labels (ESL)

Denmark's first sustainable DIY store has great success

Electronic price tags provide price and product information

In February 2020, STARK opened its doors to a whole new and sustainable DIY store in Hørsholm (Denmark), which will make it easier for customers to build sustainably. The store has got a flying start despite Corona and general restrictions in ...

Thumbnail-Photo: Pricing with agility at Conrad Electronic
03.11.2020   #electronic shelf labels (ESL) #price labels

Pricing with agility at Conrad Electronic

Managing flexible prices with digital shelf label technology

As one of the leading European distributors of electronics and technology, it is important for Conrad Electronic to show the right price at the right time. The retailer has therefore implemented Delfi Technologies’ automatic pricing solution ...

Thumbnail-Photo: New chain of toy stores in strong collaboration...
29.09.2020   #brick and mortar retail #digitization

New chain of toy stores in strong collaboration

Kids Coolshop is booming with new toys stores in a pressured market where competition is fierce

The chain has started installing electronic shelf labels in its physical stores. The electronic price tags are linked to a strong e-commerce engine and must help ensure competitive prices across all channels.Kids Coolshop was launched in 2017 ...

Thumbnail-Photo: Checkout-free service at Giant Eagle’s GetGo Café+Market store...
07.09.2020   #self-checkout systems #app

Checkout-free service at Giant Eagle’s GetGo Café+Market store

Retrofitting an existing store

Grabango announced the launch of commercial service with one of its retail partners, Giant Eagle, Inc, owner of GetGo Café+Market. Grabango’s checkout-free system is now available to save shoppers time by letting them skip the line. The ...

Thumbnail-Photo: Shopping experience thanks to electronic shelf labels...
10.11.2020   #customer satisfaction #brick and mortar retail

Shopping experience thanks to electronic shelf labels

A unique customer experience at new danish gaming store

At the end of August 2020, Denmark's new gaming universe Games N 'Gadgets opened its doors to gamers and game-loving people in the center of Horsens city. Games N 'Gadgets offers everything within gaming, gadgets and computer ...

Thumbnail-Photo: Quantity discount on the WIMIsys PT51!
05.08.2020   #POS systems #displays

Quantity discount on the WIMIsys PT51!

From now until September 30th: 10% discount on the WIMIsys PT51 POS System when purchased together with a Swissbit TSE solution

Are you looking for TSE compliant POS solution for your customers in bakery, restaurant or retail shop? ...

Thumbnail-Photo: New SALTO Neo Cylinder Microsite
11.09.2020   #access control #access control systems

New SALTO Neo Cylinder Microsite

Overview of main features and benefits

To enable potential users to discover more about its SALTO Neo electronic cylinder SALTO Systems, a leading manufacturer of electronic access control solutions, has launched a new microsite dedicated to the product.The compact SALTO Neo Cylinder is ...

Supplier

Reflexis Systems GmbH
Reflexis Systems GmbH
Kokkolastr. 5-7
40882 Ratingen
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning
Adasys GmbH – a Poindus Company
Adasys GmbH – a Poindus Company
Max-Planck-Straße 10
70806 Kornwestheim
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven