Today, customers expect a unique and appealing shopping experience beyond the simple purchase of goods. Our clients want solutions that make checkout dynamic and engaging. One effective way to create additional value at the checkout is via multimedia services. A new DooH survey found 99 per cent of buyers in a German department store noticed digital advertising displays while waiting in line.

1. PAST: THE SMALL CORNER SHOP
TODAY WE KNOW ...
CUSTOMER RELATIONSHIP MANAGEMENT AT THE CHECKOUT
PAYMENT TERMINAL DISPLAYS WHICH PRESENT DYNAMIC MULTIMEDIA CONTENT ...
ADVANTAGES FOR RETAILERS
TOP 3 OPPORTUNITIES
SALES COUNTER
PRESENT: BORDOM VS. OVERSTIMULATION
POINT OF SALE
FUTURE: MEDIA AT THE POS
POINT OF INTERACTION
Do you remember small corner shops –
and the personal recommendations at
the counter?
85% of customers pay attention to POS
communications.3
47% of young adults between 16 and 29 years
of age as well as 44% of spontaneous buyers
prefer advertisement videos at the POS.2
Customers expect interaction at the POS:
With multimedia content presented on terminal
displays, ‘Down Time becomes Prime Time’.1
The small corner shop principle works.
Customers who are being offered additio-
nal information at the checkout decide
more often on impulse purchases and
are more likely to return.
57% of customers stand in a queue 5 minutes
or more.2
Internationally, supermarket customers wait
between two and a half to over 13 minutes
in a queue.4
That spoils the shopping experience.
Product and
event information
• Approach customers and generate loyalty via videos, banners etc.
• Multichannel customer loyalty programs (on- and offline)
• Control of advertising campaigns with differentiated
targeting function
• Allow other companies to rent the terminal displays for their
own advertising and generate additional revenue
Coupons / vouchers
and gift cards
Loyalty and bonus programs
as well as discounts
Store cards with
payment function
Questionnaires and
realtime feedback
Many buyers dread the surplus of goods
and ubiquity of advertisements as well as
long queues at the checkout.
Imagine it would be like the good old days –
but with digital technology adding value
for consumers and retailers.
… promise a conscious and intense
advertising contact.
… generate new opportunities for the
marketing mix.
… facilitate interaction at the POS and
therefore generate customer loyalty.
… create relevent advertising contacts at the right time –
when spirits are high during the shopping experience.
Claudius von Soos,
CEO and partner
United Digital Screens GmbH
Gregor Drach,
Consultant Marketing K&R GmbH
Stefanie Probstfeld,
Head of Communications Contrast
Media Service für Außenwerbung GmbH
Christian Jürs,
Head of Sales Futura Retail Solutions AG
Less is more. It is not about adding another channel to the omnichannel cycle, but
to use the existing channels in a cleverer way than the competitors.
Markus Hövekamp, CEO Verifone GmbH
Verifone Whitepaper MMS
Forsa opinion research institute on behalf of Verifone
(always, if not marked otherwise)
FAW (source see Verifone Whitepaper MMS)
Europe; Grass Roots Performance; 2,500 interviewees;
test customers (Quelle statista.com)
www.verifone.com
info-emea@verifone.com
@Verifone_EMEA
SOURCES
1
2
3
4
PURCHASE
CHECKOUT
IMPULSE
WAIT
Can we get you
anything else?
#1 WAITING TIME
69% are bored, observe the surroundings and are therefore
open to visual communication
39% note the range of goods in the checkout area
#2 ADVERTISING
28% take a closer look at advertisements and special offers in
the checkout area
#3 SMARTPHONES
20% use their smartphone while standing in a queue. Among
16- to 29-year-olds it is even 63% (which underlines their high
affinity for information and advertisement on terminal displays)
WHAT CONSUMERS WANT TO KNOW
2,49
3,91
6,90
7,18
13,72
(Special) shop hours
Current / upcoming special offers
Local news / weather
Additional information about the shop
(promise of quality / social responsibility)
Presentation of loyalty programs
Offers of other local shops
Advertisement of popular brands
71% of interested customers are willing to plan their next
purchase according to the offers made.
SPECIAL OFFER!
Average wait time per country
THE CHECKOUT IS CHANGING
DYNAMIC INTERACTION & ENGAGEMENT
THE EVOLUTION OF SHOPPING
POS COMMUNICATION
WHAT ARE THE OPPORTUNITIES
FOR RETAILERS?
OUTLOOK:
EXPERTS ON THE POINT OF INTERACTION