Handheld POS Bar Code Scanners: Redefining Their Role In Retail And Empowering Consumers In The Process
An essential peripheral to any enterprise's POS infrastructure, handheld POS scanners are continuing to leverage their core value propositions to address applications not only at the point-of-sale (POS), but at the point-of-decision (POD) as well. Historically confined to a tethered/wired deployment, handheld scanners are increasingly configured with integrated wireless connectivity options that allow enterprises to empower all stakeholder groups (i.e., employees, customers, and partners) that they interact with throughout their retail location. As stakeholders become more comfortable and confident using these technologies, scanner suppliers are reporting increasing investment in their 'new' mobile solutions, especially 'personal shopping systems.'
"Although pilots and beta tests date back to the mid 1990s, 'personal shopping systems' are starting to experience noteworthy adoption and deployment across the globe," stated Rory Gardner, Research Analyst for VDC Research. "Handheld POS scanner suppliers continue to highlight Europe as the fastest-growing region for this new breed of POS technology due to customer comfort with self-service technologies, and an ability to leapfrog legacy POS solutions in emerging country markets (i.e., Eastern Europe). By interacting with the consumer in-aisle, enterprises are given the opportunity to improve visibility, enhance the customer experience, reduce operating expenses and capture incremental revenue."
From an operations perspective, self-service solutions like 'personal shopping systems' make sense for those retailers interested in obtaining greater visibility to the customer-purchase process. This is accomplished by providing mobile scanning and computing technologies that push relevant information to shoppers to improve their experience while capturing relevant information for the retailer. The process typically includes the following steps:
In order for a consumer to obtain the personal shopping device he or she must first interact with the enterprise via a customer loyalty card this provides relevant information to the retailer regarding the customer and his/her demographic
Once the personal shopping device is released to the customer and they begin their shopping experience, enterprises have the ability to collect real-time information regarding consumers' preferences and requirements;
Consumers have the ability to sync to past shopping lists, compare items, search product discounts, etc.
At this stage, these devices can quickly morph into a platform for enterprises to introduce new marketing and promotional campaigns and activities.
Finally, these solutions have the ability to expedite the completion of a transaction. By allowing consumers to bag and scan their products in-aisle, the only thing left is for them is to upload their shopping list and provide the appropriate payment.
"Self-service technologies (i.e., 'personal shopping solutions') are capable of enhancing the customer experience by providing up-to-date information regarding pricing, availability and alternative considerations," added Gardner. "This real-time information exchange empowers the customer and allows them to make educated purchase decisions. These interactions and experiences provide a source of differentiation, for the retailer, while building customer loyalty and improve operations. These benefits can translate to competitive advantage for those retailers whose customers are tech savvy, especially in a tough economic climate where discretionary spending is under increased scrutiny."
This development and others expected to drive incremental adoption of handheld scanners in retail environments are explored in depth within VDC's most recent retail automation publication, Volume 7: Handheld POS Bar Code Scanners. This report provides detailed global forecasts for those handheld scanners used across a retail location (with emphasis on the point of sale) and provides meaningful insights regarding the suppliers, resellers, and users of these devices.
This publication provides very granular segmentation and growth forecasts for the handheld scanner market in retail environments. In 2007, the global market for handheld POS scanners reached $245 million, with unit shipments approaching 1.3 million. VDC anticipates that revenue shipments for handheld POS scanners will grow at a compound annual growth rate (CAGR) of 5.5% approaching $319 million by 2012.
About VDC Research Group
VDC Research Group (VDC) is a technology market research and strategy consulting firm that advises clients in a number of technology markets including: Automatic Identification and Data Collection, Embedded Hardware and Systems, Embedded Software and Tools, Industrial Automation and Control, Mobile and Wireless, and Power Conversion and Control. Using rigorous primary research and analysis techniques, the firm helps its clients identify, plan for, and capitalize on current and emerging market opportunities. We strive to deliver exceptional value to our clients by leveraging the considerable technical, operational, educational and professional experience of our research and consulting staff. During our nearly four decades of ongoing operation, we have had the pleasure of serving most of the world's leading technology companies, many high-profile start-ups, and numerous blue-chip early and later stage investors. Our products and services consist of research reports, annual research programs, and custom research and consulting services. Founded in 1971, the firm is located in the Boston area. Please visit our Web site at www.vdcresearch.com to learn more.
SOURCE: VDC Research Group