Store on auto mode

Store automation is one terminology that is gradually catching up with every retailer who wants to upgrade his/her retail operation. The investment in this particular area ensures long term benefits. “Retailers want to boost productivity and competitiveness in the checkout area and to do so they need standardised technology that increases the efficiency of their processes.  With standardised point-of-sale (POS) technology and software, processes can be made more efficient which leads to reduced costs and a superior consumer experience. Also, for retail groups, standardised software platforms are a top priority, as they provide the only way in which retailers can control all store-related processes and allow direct interaction with the head office. Using software to control and monitor checkout systems enables analysis of all transactions and uniform processes, and ensures smooth and uninterrupted operations”, explains Mr Christian Charlton.

The Trend

What’s the trend in India with regards to store automation? “At the moment, point-of-sale (POS) adoption is sporadic in India but sadly without technology in the front-end of the store that captures customer data, sales records, and allows for promotions and loyalty systems, making it easier for a retailer to offer a differentiated and enhanced consumer experience,” he comments.

Explaining Wincor Nixdorf’s role in it he says, “Our company has been active in retail automation in India for the last five years. The company provides hardware, software and services in this particular area in India. The retail sector for Wincor Nixdorf is diverse. We provide hardware and software solutions to supermarkets, hypermarkets, convenience stores, shopping malls, fashion and apparel, general merchandise, and even airports, petrol stations and hospitals. For an example, we have deployed an IT retail platform to standardise processes for one of India’s biggest retail groups for its various retail formats. This means they no longer have to use a costly proprietary system but use a standardised proven technology platform. In addition, the hypermarket player is also using Wincor Nixdorf’s software to analyse data and then use that to understand the customers and trends much like a business analysis tool.”

Wincor Nixdorf has a direct presence in India with a headquarter in Mumbai and a dedicated services division on the outskirts of the city. The company also works with AGS Infotech as a strategic partner in India providing support in offering, deploying and maintaining technology solutions to retailers as well as banks.

India operation

Speaking on the services the company offers he informs, “We have been extremely successful in the organised retail space in India and currently work with Reliance Retail and Aditya Birla Retail and another major retailer. We have good customer base in some of the other key segments of hospitality and airport retailing, such as Delhi and Hyderabad airport. We provide a range of point of sale hardware devices at the checkout, kiosks and software. Customers can pick and chose individual options from our comprehensive products and solutions in a flexible manner.”

The brand positioning

The integration of hardware and software, and smooth after-sale services are the key components for Wincor Nixdorf to build up its brand image. These factors are also responsible for the brand’s unique positioning in the market, opines Mr Charlton. “Our solution provides the technical support system for any retail operation. We’re cashing in on our global expertise”, he says.

Retail & promotion

While talking about the channel partners for retail, Mr Charlton says, “Along with our partner, we stay in touch with industry associations and regularly participate in retail industry events. Wincor Nixdorf and its partners typically work closely and directly with the customers to sell and deploy its products and solutions. Our promotional strategy is based on providing a consultative partnership with retailers and demonstrating value and ROI.”

Small retailers: the target in the pipeline

India is a large market and there are millions of small store owners throughout the country. Reaching out to these types of retailers requires a channel strategy. Wincor Nixdorf is reviewing this market space and how best to service this markets’ unique needs.

Cost reduction through open platform

Open source platforms offer significant cost reduction in terms of upfront and recurring costs. The cost benefits are many in terms of licensing, uptime, maintenance. Wincor Nixdorf offers a product called TPLinux, a store software solution, which is built on an open source operating system and database.

“Some of our customers prefer TPLinux as it helps to reduce the cost of buying anti-virus licenses and saves on the cost of the license of Windows per POS machine. A standard solution such as TPLinux is significantly less expensive than a custom software solution and can be implemented through our software engineers and professional services team in a relatively short time period”, informs Mr Charlton.

Customisation 

“Our solutions are customised to suit the Indian market requirements, which is statutory and generally accepted business practice in the marketplace. What we find is that many customers need a standardised retail IT platform.  This also results in improved service levels to end consumers. Our core solution is released globally and the regional and country specific versions are released based on the global system but customised when needed”, reveals Mr Charlton

Beyond present

What’s the future plan does Wincor Nixdorf have in store? Considering the rapidly evolving Indian market, Wincor Nixdorf is still cautious in its stratagem. The aim is to consolidate as well as live up to consumers’ expectations. “We constantly review operations to ensure that we remain competitive in all the markets that we are present in” - is the parting shot of Mr Charlton.