The importance of design in physical Point of Sale flow
Design in the Check-out Process
All retailers are competing for loyal shoppers and just like the online environment, physical store retailers are trying to convert individuals in their store into buying customers.
There are many factors that influences shoppers to buy in store. Things like, store layout, product accessibility (are the products out of reach)? Most importantly the price of the product and ease to complete the purchase at the checkout.
What is a good checkout process? So, a good check-out process is when the line is short, the product scans correctly and the payment terminal is within reach and tilted correctly to allow the user to easily make the payment, via credit card or mobile wallet. Basically, a couple of seconds at the checkout to complete the transaction.
So, we’ve been exploring the hypothesis that a good point of sale design leads to a better conversion rate at the checkout. That is, customers that are in store and willing to buy and in the process of checking out via the payment terminal. To put it into context — this theory is more applicable in a small to medium storefront (rather than a larger merchant)
Current POS — There are basically two types of payment systems currently in the US. Traditionally, a large, bulky payment terminal that sits independently at that counter, connected by a power cord and can either be connected to the POS system or often not. The new generation of payment terminals, based around software being available on an iPad or tablet device, typically referred to as iPad POS.
Square and others have revolutionized the POS configuration, reducing the need to have a large, bulky set-up — now the terminal can be controlled by an iPad and smaller card reader. This makes the checkout experience much better. Its faster and less time spent for the attendant is punch in information.
However, a bad designed or bulky payment terminal doesn’t make the shopper want to drop off and leave the checkout flow, as you would in an online world. It’s very difficult to measure if the shopper gets to the head of the line and then leaves because the terminal looks bad. It probably doesn’t happen. But, if there are two store side-by-side, one with a great designed payment terminal and display unit and one with a bad, clunky set-up that leads to long wait times and uncertainty if you credit card is being processed correctly. The customer will always choose the first option.
Apple POS — What would an Apple POS system look like? An Apple POS system will look sleek and user friendly.
· It would be Light weight, clear colors, white or black.
· It would make a customer facing screen/monitor, where the shopper can see the transaction in process. Also, a merchant facing screen/monitor to ensure the success of the transaction.
· Additional Security measurements — how to prevent fraudulent (build something with the ID?)
Current POS Players
VeriFone Terminals are the most common in the US. There are many variations, different sizes and shapes.
· Shape — that are stand-alone seems to be devices that are crossing large and small merchant’s space.
· Buttons — The buttons are large and ugly, and because of the lack of the POS System integrations the buttons are needed for the merchant to input the total sale price.
· Screens — the design of the screens are less than half of the full device, and typically don’t have any connection points where the user can interact with the screen
VeriFone have the google approach. They’ve tried to make a POS device for every type of situation, based on what consumers are saying, rather than dictating based on good design and how we interact with our environment.
Companies like Poynt are making huge strides in modernizing the instore retail checkout process. Apart from the cool functionality they have in the software, the devices look different from the standard payment terminal. The focus is on the screen, like an iPhone — rather than the pin pad. The device has clean lines and is small enough to be incorporated into many different shop fronts and counter tops.
Does a better checkout process get a better conversion rate at the checkout? Not really. The mentally of a shopper that is already in the checkout process is a little different from that who is in the online flow. So, the drop-off rates aren’t that bad (< 0.1%). There are some situations where a shopper refuses to join the line to check-out because of the wait time, but not because the of the set-up of the POS Checkout.
However, there is a possibility that a POS experience will prevent the customer from coming back again, sub-consciences the effect is time consuming and cumbersome and maybe thick twice before shopping there again.
