APPLICATION BRIEF
CS4070-SR RETAIL
PAGE 1
THE BUSINESS CHALLENGE: THE IMPACT OF USING
THE CONSUMER-CLASS BAR CODE SCANNING
CAPABILITIES IN TABLET AND SMARTPHONES
When a shopper walks into your store, earning a sale and their loyalty
has never been more challenging. There are so many shopping choices,
from the physical brick and mortar store to around the clock shopping
on the Internet. Even in the stores of your aisles, shoppers are using
their smartphones to check product reviews and your pricing before
they make a buying decision. What does it take to earn that sale and
shopper loyalty? Exceptional service — 86 percent of shoppers report
that service is so important, they will pay more for a better customer
experience. And if shoppers experience poor service in your store, the
price is astronomical. Nearly all shoppers — 89 percent — will turn to
your competitors after just one bad experience.
1
To ensure that your associates can deliver a stellar shopping
experience, you’ve armed them with tablets, smartphones and other
Internet-enabled devices. Now they can provide whatever shoppers
need, without ever leaving their side, all in real time — from simple
inventory and price checks to presenting product comparisons to
assist in product selection, locating inventory in another store and
even ringing up the sale. But all those tasks require bar code scanning.
And the one feature that these consumer devices lack is enterprise-
class bar code scanning. Without it, the customer experience is at risk.
Why? Because tablets and smartphones are suitable only for
occasional bar code scanning – not for the constant scanning required
in the retail world. While it’s true that the integrated consumer-grade
camera can scan bar codes, that camera is not specifically designed
for bar code scanning — it is designed for taking pictures. As a
result, not only is bar code capture slow, but the consumer-grade
technology cannot capture the damaged, poorly printed, scratched
or dirty bar codes common in retail, forcing associates to manually
enter the bar code information for those exceptions. In addition, the
physical design of tablets does not lend itself to easy or comfortable
scanning — positioning the tablet to capture a bar code is awkward
and uncomfortable. The result? More opportunity for errors, reduced
associate productivity and slower customer service.
1. Annual Customer Experience Impact (CEI) Report, conducted by Harris Interactive for
Right Now, 2011
RETAIL
HELP YOUR TABLET AND SMARTPHONE USERS
BOOST PRODUCTIVITY AND DELIVER
BETTER CUSTOMER SERVICE WITH
ENTERPRISE-CLASS BAR CODE SCANNING
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