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Digital POS media: hot topic at EuroCIS 2007

29/01/2007

Whether electronic price displays, holographic projections or personal shopping assistants, digital communications technologies are taking retail by storm.

"The future of the point of sale is digital.” In the light of the current boom on the market for digital signage solutions, this statement looks increasingly likely to be proven correct. LCD and plasma screens have long since found their way into European households; now retailers, too, are discovering the host of advantages that digital communications media bring to the shop floor. This trend will be reflected at EuroCIS, the International Trade Fair Communications, Information and Security Technology in Retail to be staged in Düsseldorf from 27 February to 1 March 2007. Here, numerous suppliers will showcase their digital signage solutions - from simple screens or displays to all-in packages, complete with comprehensive content management for retail.

Technical advances in screens as well as further developments in networks for transmitting images and video, coupled with the drop in cost of high-speed Internet connections, have resulted in the rapid spread of multimedia applications at the point of sale in retail outlets. What's more, the potential applications for these systems are wonderfully varied.

A flat screen can act not only as an electronic price sign but also as an in-store TV or a stylistic feature in the shop's design. Products can be flexibly promoted directly at the shelf, prices can be changed at the touch of a button or information about the origin and functioning of a product presented in an attractive fashion. In the food sector especially, there are currently a wealth of test projects being conducted with electronic displays and signs. Of particular note is the use of multimedia applications on scales which, for instance, when a customer purchases a specific cheese from the delicatessen counter, allow the retailer to recommend a suitable wine to accompany it.

In textile and exclusive specialist stores, digital media play a significant role in creating a mood conducive to buying. Today, moving images and video clips can be put on screen in top quality and easily changed with the minimum of time and expense. Technological capabilities even extend to holographic displays, which are increasingly popping up.

The state of the art in "personal shopping assistants”, which supply customers directly with product information as they shop, is also advancing by leaps and bounds. Today, the systems are not only smaller and more affordable but the quality and presentation of information has also improved.

The make or break of all forms of digital media at the point of sale is the content management of such systems. Responsibility for this can be assumed by the retailer itself or the supplier of the technology. Keeping the information up to date and interesting enough to coax customers into a purchase as well as to ensure that no outdated or incorrect facts slip through is a serious challenge.

Suppliers of all-in digital POS solutions have not only expanded their product portfolios significantly in the past few months but also formed alliances, enabling them to support retail companies in relevant pilot projects. One such example is the Visual Merchandising Initiative e.V. (VMI), whose participating manufacturers include Wincor Nixdorf, Online Software, Bizerba, Checkpoint Systems, Microsoft, HJE Eickhoff and NEC Display Solutions. This non-profit initiative serves as a platform for communication and cooperation between vendors, retail and end consumers. In addition, it lends its weight to retailers in the execution and analysis of projects.

VMI e.V. will harness EuroCIS intensively for its work. Early in 2007, the members will be deciding on the winners of the VMI award which will be conferred at the fair. With this award, the VMI honours a retailer who has implemented outstanding visual merchandising solutions in the previous twelve months.

Having revised their product portfolios in line with the latest market trends, the big-name technology companies such as IBM and Wincor Nixdorf will showcase proprietary and partner solutions at their stands. In addition, lots of smaller companies will also take the floor with specialist offers. Online Software will be unveiling its latest solutions in digital price and advertising communications at the POS. The world of digital projection systems can be explored at the stands of HJE Eickhoff, MSS Communications Design and renzel media, among others. Particularly eye-catching offerings in this line promise to be the holographic systems from Sax3d.com and g + b pronova. EuroCIS visitors can also get the lowdown on content management solutions from exhibitors such as Pironet NDH, T-Systems or Solquest.

Major players in the scales sector, including Bizerba and Mettler Toledo, will be stepping out with the latest generation equipment for intelligent weighing. Via electronic displays, these scales provide customers with additional multimedia information on products bought from the deli or weighed at self-service points. Spread over the three days of the fair's run, the EuroCIS exhibitor forum will serve as information central with numerous talks on the topic of digital POS media.

EuroCIS 2007 will be open to trade visitors from 10am daily between Tuesday, 27 February 2007 and Thursday, 1 March 2007. On Tuesday and Thursday, the fair will close at 6pm. Wednesday is the "Day for SMEs” and the fair will remain open until 8pm. A one-day ticket costs EUR 20, and a two-day ticket EUR 35. Students and trainees pay EUR 10. For those who pre-order and register online at www.eurocis.com, the one-day ticket costs EUR 15 and the two-day ticket EUR 27, plus postage in each case. All admission tickets include free transport to and from the fair on the Rhine-Ruhr Regional Transport Network (VRR). For more information about EuroCIS and for the EuroCIS Exhibitor Forum programme, visit www.eurocis.com.

Your press contact:
Dr. Cornelia Jokisch, Andrea Erps
Sonja Zimmermann
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