To: Starlight who wrote (7001 ) 12/21/1999 12:55:00 PM From: pat pasquale Respond to of 10309
END-TO-END ENTERPRISE SOLUTION: Extending the Reach of Retail Stores Through Point-of-Sale Web Technology With analysts predicting that Internet sales will at least double -- to $6 billion -- the 1999 holiday shopping season will long be remembered as the first embrace of online shopping by millions around the world. But a quiet in-store Internet revolution (you can also call it an in-store Internet solution) is about to bring the Internet to a check-out stand near you. by Jane Christophersen The Solutions Behind the Solution Interested in how @pos.com put their enterprise-strength solution together? Don't miss our related feature, @pos.com: Tools of the Trade for its closeups of two companies whose products enabled @spos.com: Microware and Espial Group, Inc. The iPOS TC (interactive point-of-sale transaction computer), developed by a San Jose company by the name of @pos.com, is about to forever change the way you shop -- whether in a store or online. The posPortal -- a JavaTM technology-based application for the iPOS TC product -- is an interactive tool that lets customers select their preferred payment method, view line-item details, participate in surveys and be treated to targeted color display and banner ads -- including animated applets with sound -- all in the time it takes to process the customer's payment transaction. The ads and messages "fill up" the processing time that the customer would be waiting anyway to pay for the purchase using a credit or debit card; they do not lengthen the actual transaction time. The ads that any buyer sees are based on demographics, as well as the profile of current and past purchases. "Our services do not pit brick-and-mortar merchants against Web merchants," explains Anne Knight, marcom manager at @pos.com. "We start this transaction on the physical countertop. Once you've selected something, you may order more through the Internet." Take blue jeans, for example. Once you've tried them on in the store and found the pair that fits, Point of Sale Point of Sale (POS) refers both to the hardware used at in-store pay stations, such as the cash register or terminal, monitor and keyboard, and to the marketing concept of calling products to the shopper's attention while the customer is standing in the check-out line (that's why numerous magazines, candy and other "impulse purchases" are stocked near grocery store check-out lines). ordering another pair off the Web is simple. "Our services enable retailers to extend customer relationships through the Web, into customers' homes," she says. What the Customer Sees The difference between the green-text screens common to today's debit cards and the multimedia shopping experience of the iPOS transaction terminals is as great as the difference between watching "Leave it to Beaver" on black and white TV and watching Pay-Per-View on high-definition TV. At the point of sale, customers see their purchases presented in line-item detail on a vibrant color screen. This information is simultaneously sent to a computer that instantly tailors ads and promotions to each customer and displays them on the screen while the customer completes the purchase transaction, as shown graphically, below. The customer starts the transaction by selecting the preferred payment. (Advertisers: Notice how prominent the ad space is at each stage of the transaction.) When paying by credit, debit or smart card, the customer is prompted to swipe the card.