Since the launch of the iPad by Apple, the tech industry has become even more tablet-crazed than usual, and by the end of the year we should expect to see a whole variety of tablet computers flying off the shelves during the Christmas season. But besides (hopefully) propping up holiday sales numbers, what can these thin, ultra-portable computers do for the retail industry?
Unfortunately for retailers, the lack of multitasking is a handicap. While apps like Square allow the iPad to do the transactional elements of point-of-sale, most chain retailers have either custom functionality in their point-of-sale system (such as processing gift cards) or access multiple applications using their register hardware (such as capturing email for CRM). The "app" model works fine for smaller retailers, such as this example found at a coffee shop in San Francisco, but deploying the iPad into chain retail would require at best a custom app, and most likely a whole new array of integration to make the device a true extension of the store systems.
The majority of iPad-as-POS examples currently come from the restaurant industry. For example, the Rydges Hotel in Sydney, Australia, has implemented ten iPads in their restaurant so customers can place their orders directly to the kitchen, as well as allowing for easier menu changes from the chef. The restaurant iPad POS system has begun to see some competition already, such as the competing systems from Lecere and 4ASoft. While both those videos show systems that appear to be clunky, over-complicated, and not very time-efficient, it is a tantalizing glimpse at what the restaurant of the future could possibly be like.
However, where the iPad really has a chance to shine in retail is in adding to the abilities of store associates. With the increasing adoption of smartphones, more and more customers are entering stores with more information available at a moment's notice about the items sold in that store than the associates actually have. If you walk into Best Buy and ask a random associate how much cheaper the DVD you're looking at is if you buy it online, chances are he or she will have absolutely no idea. However, the customer can easily whip out his or her cell phone and find the answer in a matter of seconds. The iPad, however, can level the playing field, and bring retailers' e-commerce strategies into their stores in a more controlled manner.
Not only will sales floor associates have as much information as the customers (or even more, since presumably their iPads would be able to virtually check the store's stock levels and other metrics), but the possibilities are almost endless as to how the iPad could revolutionize the shopping experience. A sales associate could easily find computer-generated recommendations for the customers in real-time, as well as doing nifty things like showing a shopper what the shirt they're currently holding will look like in a different color, or even offering demonstration videos of tools or toys in use! Or when shopping at the Home Depot, a sales associate could help you virtually break down your DIY project so you don't forget a piece of pipe or buy the wrong size screws. As you can see, the possibilities are legion.
While less portable than mobile phones, the iPad is a radical improvement over existing fixed-point registers and kiosks in allowing information to be shared with the customer to fully bring the online experience onto the sales floor. This will allow sales associates to be more knowledgeable, more helpful, and much more efficient salespeople, to keep customers engaged in the in-store experience and feeling as if they achieved truly the best possible deal and service from their shopping trip.
It's not hard to see why retailers should be excited about the iPad and other tablet devices. Whether or not these computers can successfully be worked into POS or other IT systems in-store, it is absolutely in a retailer's best interest to implement the iPad or a similar device into their customer experience strategies. With sales associates armed with these powerful, efficient tools, your customers will be guaranteed a shopping experience like no other, one which will keep them coming back for more.
