CUSTOMER-FACING SCREENS OFFER ON-THE-SPOT SELLING OPPORTUNITIES

Customer-facing screens are an effective communication tool enabling operators to automatically up-sell and promote special offers and events at the point-of-service through their EPOS solution, writes Gareth Powell, IBS managing director in the latest edition of the company's IMPACT magazine.

Increasingly sophisticated dual-screen hardware terminals present new options for hospitality, retail and leisure operators to prompt, advertise and message their customers at the point of sale or service.

Nowadays, up-selling, special offers and promoting events and packages can all be communicated via customer-facing LCD screens.

The real beauty of the concept is its control and management takes place via the EPOS system.

Operators can focus on delivering precisely the right promotional message at the right time and place to influence purchasing decisions at the exactly the right time.

For example, ordering a main course in a restaurant will prompt the system to display complementary starter options specific to the menu item or side dishes.

Similarly, in a fast food restaurant ordering one item will prompt customers to buy more.

The pre-set system automatically responds to various orders so servers can focus on the customer experience without running through a tick box while they are serving.

And when the screens aren't being used to up-sell, they can carry high impact messages about special events, loyalty schemes and individual beer, spirit and soft drink brands.

Unlike TV commercials, the focus is very much on short, sharp, graphically-strong effective messages at a maximum of ten seconds in length.

Like most successful technologies, it has to be simple and easy to use.

The creation and integration of messages and images is quickly updated by systems managers either at the individual outlet or through head office.

Embracing the same sort of technology used by powerful, marketing-led supermarkets shows the hospitality, leisure and catering sectors are willing and able to innovate.

The flexibility and versatility of on-screen technology controlled through an EPOS system is considerably faster, cheaper and more dynamic than traditional display methods.

These are exciting times within the world of epos as solutions become more versatile and able to accommodate many more functions beyond recording transactions and accounting for stock.

Reporting procedures will show the success of promotional onscreen activity, relating sales to specific messages.

Real-time data allows systems managers and marketeers to respond accordingly to maximise each and every sales opportunity.

Dual-screens offer on-the-spot sales opportunities and are a great example of diversity and flexibility of EPOS to add further value in the workplace.