Symbol Technologies And Wincor Nixdorf Launch New Retail Initiative To Extend The Options For Retailers

Symbol Technologies and Wincor Nixdorf have today announced the formation of a major new partnership to provide UK retailers with an innovative approach to the delivery of a new generation of wireless communications-based applications. This new partnership will combine Symbol's focused suite of technology solutions including for data and voice, application specific and , with Wincor Nixdorf's proven systems integration and high-level retail consultancy expertise. This will enable retailers to optimise their key business areas such as the selling function, store operations and the store infrastructure.

This retail initiative is built on a long-standing relationship and development programme driven by the two companies combined with thought leadership provided by consultants with direct operational experience of the retail industry. The result is a programme that meets retailers' demands and covers the real issues facing the sector.

Roger Bower, Managing Director, Wincor Nixdorf Limited said: "This initiative will clearly identify the possibilities afforded by Radio Frequency (RF) and mobile technologies for enhancing sales, service and productivity in-store. Wincor Nixdorf combines a deep-seated knowledge of store operations both from the retail process viewpoint and equally a technology perspective. Couple this with Symbol's technology leadership in and , and we feel that we can drive forward an array of cost justified business solutions for retailers."

"The use of technology for business benefit has long been heralded throughout the retail sector. There have been discrete silos of success in terms of technology on the shop floor. This new initiative moves beyond considering singular applications and uses an integrated layered approach to deliver hard benefits and measurable advantages."

"Today's business climate is such that technology solutions must deliver hard benefits that drive both sales and cost improvements. Retailers no longer want observations about better information or the need to exploit technology ­ they need measurable business benefits. As a result, Symbol and Wincor Nixdorf have provided a layered approach across three key areas ­ the selling function, store operations and store infrastructure," he added.

John Coon, Vice President and Managing Director, (UK/Ireland) Symbol Technologies Limited said: "Together, we are providing a blend of solutions to meet a demand. Retailers need to deploy technology to drive sales and operational efficiencies. What is significant about this initiative is that it is based on a body of knowledge and experience that enables us to offer practical solutions with clear cost justifications."

Roger Bower concluded: "The business case for considering the whole rather than the parts is overwhelming. We can demonstrate the justification for this approach. Our combined drive is to show retailers the advantages to be realised through implementing the infrastructure and then layering that with a progressive set of applications. Our Retail consultants have focused special attention on how sales and operations in-store processes can be optimised by this technology."

Information About The Applications In The Symbol Wincor Nixdorf Retail Initiative.

Improve the selling function ­ enhance the shopping experience

Roger Bower, Wincor Nixdorf says: "It's all about maximising contact with the customer. It is a recognised fact that in most instances the first time that there is contact between the retailer and the customer is at the checkout ­ when they are about to leave the store. The more you can communicate with the customer the better the return for your business."

Today, the emphasis on customer contact is through the one-to-one approach. The days of mass marketing have gone. Technology makes it easier to speak to the customer as an individual. A member of staff with a interacts directly with the customer advising on products, stock availability and providing price quotations as they pull down product, stock and pricing information from the store's central systems in real time.

Putting this information at the instant disposal of store staff is a significant sales advantage, especially when the store stocks a wide range of products with different specifications and prices. Also where transactions are complex or where there are a number of elements to the sale. In electrical retailing for example, the permutations of product and specification can be considerable. Expecting staff to keep such information in their heads is unrealistic and often the customer is more knowledgeable than the staff.

Paul Duggan, Sales Director, Symbol Technologies believes: "The next step is to implement mobile point of sale devices to reduce or eliminate checkout queues by enabling on the spot transaction. Enhance the shopping experience by removing the scenario where customers pick up their purchases and join the checkout queue.

Roger Bower, concludes: "Retailers should consider that every piece of technology they put in the store can promote their goods and services and handle transactions. Applications can be based around a kiosk that customers use themselves or a member of staff with a handheld wireless device. Even if it's a traditional checkout, every piece of asset in the store should be allied to helping retailers keep in contact with their customers."

Improve store operations ­ drive down costs

A key element in driving down costs in store operations is the validation of data on the spot. Online wireless communications enable the dynamic download of information to interactive hand held devices anywhere in the store - that means hitting the sales window spot on.

Consider the potential for price markdowns. The process includes re-ticketing of products, amends to shelf edge labels and updates to the data held on the in-store system. With an online device those markdowns can be carried out at the shelf edge and at the same time, update the store server; subject to certain controls. Shelf edge labels can be printed on the spot not in some remote back-office and staff are making changes without leaving the shop floor.

The same solution can be used deal with the continual problem of damaged shelf edge labels. Checks on price and validation with in-store systems can be made at the shelf edge and replacement labels printed in real time.

John Coon, Symbol Technologies confirms: "There is a huge advantage here but it is often cited as a productivity gain. This can be perceived as a soft benefit, the hard benefit is the ability to activate a specific promotion in real time to meet that small sales window of opportunity.

Implement the infrastructure ­ build the solutions you need

Implementing a means that retailers can easily include techniques such as intelligent messaging within their command and control structure. This becomes pre-emptive of staff requirements in the store and helpful to the manager in getting the right staff in the right place at the right time.

Roger Bower, Wincor Nixdorf states: "Increasingly, retailers that are building new stores or refurbishing existing outlets are including wireless networks as a design standard. That makes it incumbent upon technology providers and integrators to provide the applications to deliver the payback. Once the cost justification is in place for one or two applications based on that infrastructure, then we can layer that to provide more and more benefits and applications."

Paul Duggan, Symbol Technologies says: Once a wireless LAN infrastructure is in place, applications such as radio paging and (Internet Protocol) can be used in place of the highly expensive mobile phones. In this instance, the hard benefit of cost reduction is supported by the benefit of maximising staff time and hence customer service."

About Wincor Nixdorf

Wincor Nixdorf is the leading European provider of IT solutions and services for the Retail and Retail Banking industry, with over 4,000 employees and operations in 40 countries. Wincor Nixdorf provides a full range of business consultancy, professional and managed services and industry-specific solutions based on the latest open technologies. For more information, please visit