Increasingly, supermarkets are looking at how they can incorporate technology that works across various functions. These range from providing back-office and in-store support to enhancing the customer experience. One of these developments is the capture of real-time data using barcode scanning applications on smartphones.
Traditionally supermarkets, like most other retail outlets, have relied upon dedicated handheld barcode scanners. However, more and more supermarkets are transforming specific processes and lowering costs by investing in mobile barcode scanning. Here are a few examples.
Clienteling
Mobile apps can provide supermarkets with real-time access to vital information at the point of customer interaction. By scanning a product barcode, store staff can obtain detailed product data. By scanning a customer loyalty card, associates are provided with instant access to a comprehensive customer history.
This allows them to have personal interaction with the customer, make purchase recommendations based on their history, and offer individually targeted discounts. As a result, the physical and digital experiences seamlessly blend. This leads to larger shopping baskets and higher levels of customer satisfaction.
mPOS
By equipping smartphones with sophisticated scanning capability, supermarkets reduce or, in some cases eliminate, the need for costly fixed POS terminals. mPOS cuts the overhead associated with implementing, maintaining and upgrading POS hardware.
It also frees valuable shop-floor space for merchandise displays, picking and packing areas, or PUDO (pick up drop off) points for customers who are collecting or returning online purchases. In addition, the checkout process is streamlined, so supermarkets can process more transactions per hour with less dedicated labour.
mShopping
mShopping apps deliver an advanced digital retail experience to consumers via smartphone or tablet. Using mShopping apps, customers can create shopping lists by scanning product barcodes at home, on the go, or in-store.
They can also conduct product research and even complete purchases. In addition, mShopping apps can enable customers to apply coupons to a purchase or join a loyalty program with a barcode scan.
Mobile Order Entry
Mobile order entry enables customers to scan products from a real-time product catalogue and place orders directly from their smartphones. This helps to increase order frequency and drive loyalty by putting the entire product range at their fingertips.
Self-Checkout
Customers can scan store items using their mobile phones as they shop. Not only this, but they can obtain product information and check real-time inventory levels and locations, and instantly make purchases without having to join lengthy checkout queues.
For supermarkets, the benefit is in reducing hardware costs by letting consumers perform self-checkout on their personal devices. Even if supermarkets make their self-checkout available on hosted in-store devices, traditional smartphones and tablets still have a much lower total cost of ownership (TCO) than dedicated scanners or mobile computers.
Inventory Management
Behind the scenes, mobile scanning allows supermarkets to track every product across the organisation using smartphones and tablets. The ease of use and portability of smartphones makes them ideal for managing replenishment directly from the shop floor.
Automation of inventory counting with mobile barcode scanning greatly increases accuracy whilst reducing labour and hardware costs. Expensive and outdated legacy hardware can be replaced entirely with mobile barcode scanning software.
Proof of Delivery
Validating Proof of Delivery (POD) with a mobile barcode scanning app provides numerous benefits to supermarkets with online delivery services. Drivers can efficiently check unavailable items against customer orders and capture signatures with a single smartphone or tablet.
They can also use the same device for geotagging, navigation, communication and other tasks. This eliminates the need to carry multiple devices. Expenses are further reduced by avoiding the higher total cost of ownership associated with dedicated scanning devices or mobile computers.
A Case In Point - Coop
Coop is the second-largest retail group in Switzerland After implementing a self-checkout system that utilised handheld scanners and checkout kiosks in its supermarkets, the company wanted to expand this to customers’ mobile devices.
They identified barcode scanning technology that could perform with the speed and accuracy of a traditional handheld scanner.
Coop also wanted to scan barcodes from any angle, in any lighting conditions, on all surfaces, and on the largest number of smartphone models.
After implementation, the branded app was launched to customers who were able to use their mobiles to scan items and add them directly to their own shopping bags as they moved through the supermarket.
This gave them control of their own checkout processes and was faster than joining the usual checkout queue. In addition, with a mobile app in hand, customers could receive a more intimate shopping experience with instant access to the latest deals, store information and customer loyalty programs.
The self-scanning app is now available in over 100 Coop stores across Switzerland and has more than 280,000 registered users. Most importantly, Coop reports customer satisfaction being very high.
Article by Samuel Mueller, CEO, Scandit.
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