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How to Sell Data Capture Solutions in Retail

February 17, 2017

Sales of data capture solutions for retailers are hotter than ever thanks to a number market changes and trends. First, retailers are seeking new point-of-sale solutions (POS) to integrate sales, inventory management, and business operations. Second, the growing popularity and versatility of handheld devices are driving more retailers to adopt mobile POS tools. Third, there are new POS standards such as EMV smart credit cards that are prompting sales of new data capture solutions.

Hospitality Technology reports that 69.6 percent of restaurants plan to add mobile POS solutions; 62.5 percent are looking to support new payment options, such as e-wallets; and 44.6 are looking for tighter integration with their e-commerce platforms. As part of these data capture solutions upgrades, restaurateurs are seeking features such as mobile phone integration (45.8 percent), tablet integration (44.1 percent), table-side POS ordering (42.4 percent), and enterprise-wide access to POS data.

So with these trends in mind, how do VARs sell new data capture solutions such as POS into retail?

  • Identify the retailer’s desire for an upgrade – The place to start is by determining the prospect’s needs. There will be one or two factors that will be driving a POS upgrade. Your first step is to identify which of the myriad of market changes are motivating them to consider a new POS system – mobile sales, the transition to EMV cards, e-commerce integration, omni-channel support, consolidated operations, etc. Once you identify and prioritize the factors that are driving POS you can craft the right sales strategy.
  • Sell the benefits of mobile POS – More than 28 percent of retailers are planning to adopt mobile POS systems within the year. Mobility increases sales on the show floor and offers a number of benefits from implementing wireless POS systems: 
    • No more waiting in line – Transactions are made on the spot.
    • Consultative selling – Cashiers not become consultants with access to a complete catalog.
    • Price and inventory access - Inventory and shipping information in immediately accessible.
    • Email receipts – Sending electronic receipts lets you capture more customer data at point of sale.
    • Sell from anywhere – Using mobile POS allows you to make transactions from any pop-up location.
  • Deadline to support EMV cards – October 2015 is the deadline for any business that accepts credit cards to support the EMV global standard for smart card transactions. Using chip-enabled credit cards provides more security for customer and transaction data, which means that effective in October retailers will assume all financial the risk for fraudulent transactions. Retailers are using this EMV mandate as an opportunity to upgrade their entire POS infrastructure, including both point of sale and back-end integration.
  • Integrating business solutions – Beyond POS, retailers need to integrate data capture systems with back-end enterprise systems for business-critical decision-making. POS and data capture systems are tracking more than in-store sales. They also manage inventory, shipping records, customer data, and more. Integrating that data with back-end databases, CRM, and even archives that can be used for big data analytics makes it easier to create sales projections, manage ordering and stocking, manage staffing, track shipments, etc.

When you consider the end-to-end retail process, there are various ways that VARs and integrators can use data capture solutions to create real value for retailers. From the point of sale through to enterprise and cloud-based business systems, selling the data capture part of retail is only the beginning.