"Modern IT systems increasingly support retailing with process optimization, expansion, and customer retention" explains Peter Laudien-Weidenfeller, Head of Retail Systems at technology firm Bizerba . He cites cash systems as an example: "Until now cash systems with integrated scales have usually had two displays, one for the clerk and one for the customer, who needs some way to monitor the base and sales price. Connection to the cash register is realized through interface parameters that can be programmed in the scale. The base price – with or without actual value – is transmitted from the cash register to the display." With the single-display software solution, currently used at discounters in Austria, Switzerland, and Slovenia, retailers not only save hardware costs, but also space at the point of sale." says Mr Laudien-Weidenfeller. During the weighing process, a complete window for the scales opens on the register display, showing all necessary data – including a description of the article. This window then either closes after weighing, or reduces to a small permanent scales display.
"Today we need soft and hardware solutions that allow us to offer additional functions and to replace individual components cheaply," says Laudien-Weidenfeller, with a glance at his company's checkout scales series, which can easily be built in to a counter together with a scanner. "The design accommodates all common models of a scanner, and the software display solution can be realized on any modern POS-terminal using a 32-bit operating system with windows capability".
The possibilities of scales as classic peripheral equipment are far from exhausted with regard to the use of IT in retailing. "Cross-selling, visual merchandising, and sales training for personnel are only the most important aspects of the new generation of shop scales." Bizerba offers a CE Touchscreen scale with additional color display on the customer side, which can be used for advertising. This display can show pictures, video clips, and other information to support the conversation with the customer and potentially increase sales. For example, wine recommendations can be displayed to accompany the cheese purchased. According to Bizerba, this allows targeted advertising through professional content, which is offered for all touch-screen scales. In addition to data about the product and its origins, suggested recipes can be displayed – effectively a shopping list for further purchases.
