Technology used to be a minor issue in retail design. Often not particularly aesthetically attractive, a point-of-sale (POS) terminal at the checkout was considered a “necessary evil”. Retailers who wanted to create unified, branded retail space went to great lengths to hide the POS system under the counter or to cover it with unsightly cloth to create a barrier between the employee and the customer. In less sophisticated stores, bleak, bulky POS hardware jutted out over the till that was completely at odds with the interior design of the store.
With technology now playing a major role during the entire “customer journey” and the shopping experience being carefully thought out, the industrial design of point-of-sale systems must reflect the vision and atmosphere of a store.
A stylish, modern POS terminal
or product information display can transform a sales area. Exceptionally designed retail technology enhances the customer experience at the checkout. Instead of hiding the bulky, unsightly POS terminals, elegant devices at the main checkout set new standards for elegance in the very last, decisive phase of the customer experience in a store. Modern retail systems reflect rather than distract from the interior designer’s design vision.
“In our 25 years of salesroom design, we have almost always tried to hide technology in our environment. Today we use them to our advantage and let them unfold their positive effect. As designers, we are always looking for the cleanest solution … the refreshing thing about the new generation of technology is that it is not only user-friendly but also better designed to complement the atmosphere of our business facilities, ”says Paul Filek, director at Burdifilek.
Materials used today in the construction of POS terminals also reflect a modern approach to industrial design. Brushed aluminum provides a sturdy yet lightweight housing that makes POS terminals resemble thin and light consumer devices, but still durable enough for many years of continuous use. Recycled recycled plastics now make up a large proportion of the plastic content of systems, reflecting retailers’ increasing focus on sustainability in all aspects of their operations.
To help retailers realize the retail design vision, Stacy Wolff, Global Head of Design at HP, turned to the HP Industrial Design team. You should think of a point of sale device that retailers can use should help to remove barriers and reduce technology to its simplest form and at the same time to offer all the necessary functions at the checkout. As a result, the HP Engage product family of all-in-one terminals offers minimal space requirements, clear modern lines, a choice of colors and a clear architecture without tangled cables on the counter. HP Engage Go offers a mobile option for retailers who want to use their point of sale device both behind the counter and freely across the store.
Starting with tablets in the hands of employees, to product information kiosks on the walls of stores and changing rooms, to POS hardware at the checkout, the design of today’s retail hardware must improve the customer experience throughout the shopping experience. Retailers who do not place sufficient emphasis on the well-designed aesthetics of all components of the customer journey, including the technology that supports the processes in the store, risk disruptions to the shopping experience in their stores.
About the author: Dmitry Sokolov is a Global Industry Strategist at HP, working with retailers and solution providers around the world to transform the future of the retail customer experience. From point of sale, mobility and self-service to distributed edge architectures, HP helps retailers hold their own in an evolving retail environment.