Page 92 - DCAP302_ENTERPRISE_RESOURCE_PLANNING

Enterprise Resource Planning

notes


Case Study mis & security

retailers turn to smart carts:
The retail industry is going through an extraordinary metamorphosis as transactions are
increasingly supported by a wide variety of digital technologies. The previous chapters
provided many examples of businesses expanding to the Web to reach more customers.
New forms of transaction data collection are also evident in brick-and-mortar stores. For
example, consider the rapidly expanding number of self-service checkout systems in
popular grocery stores, department stores, super discount stores, home warehouse stores,
and even fast food restaurants.
Fujitsu calls it the Pervasive Retailing Environment: the use of digital technologies to
integrate wired and wireless network devices to facilitate transactions in retail stores.
Self-serve check-outs are only the tip of the iceberg. Soon customers will have access to product
information from any location in the store through devices like Fujitsu’s U-Scan Shopper.
Mounted on a shopping cart, the U-Scan Shopper is a rugged wireless computer with an
integral bar code scanner. The device provides services to shoppers as well as retailer.
The device reduces checkout time by allowing customers to scan and bag items themselves
as they pick them off the selves. Shoppers can view the running total to see exactly how
much is being spent as they shop. No more surprises at the checkout counter. If an item
is missing a price, the device can be used as a price-checker. Consumers can also use the
U-Scan Shopper to place orders with departments in the store for pickup.

You can place a deli or prescription order when you arrive at the store and pick it up at the
deli counter or pharmacy. The U-Scan Shopper also provides a store directory so you can
easily find the department or goods you want.

U-Scan devices are integrated into the store network and internet. This means customers
can upload a shopping list to the store’s Web site before leaving home, and then download
the list to the shopping cart upon arriving at the store. When shopping is completed, the
U-Scan device uploads information to the self-serve checkout and the shopper is out the
door after a quick swipe of a debit or credit card.

For retailers, the U-Scan device offers what Fujitsu calls “true 1:1 marketing” the enables
personalized in-store advertisements campaigns that are relevant both to shoppers’
preferences and to their location in the store. Location is determined by shelf-mounted,
battery-powered infrared transmitters that track the movement of U-Scan devices through
the store. As a shopper passes the condiments aisle, for example, the shopping cart display
might post a message stating. “It has been over a month since you purchased mustard. If
you want to pick some up today, turn down this aisle.” A retailer can offer special deals
to each consumer. For example, as a shopper passes the condiments aisle, message on the
U-Scan device might state, “You have just won an electronic coupon for $0.89 off mustard.
Turn now to take advantage of this special deal!” The 89 cents would be deducted as the
item is scanned on the U-Scan device.

Questions
1. What transaction processing services does the U-Scan Shopper provide for
consumers?
2. How does U-Scan technology provide retailers with a competitive advantage? Why
might you choose a U-Scan store over one without U-Scan devices?

86 LoveLy professionaL university