NRF exhibitors, part 2: Point of sale, point of decision

This is the second of three stories about some of the exhibitors at the annualNational Retail Federation show, which took place last week in New York City. (Read also part one and part three.)

AML brought its new small-footprint, low-cost KDT 750 price-verification system. But low-cost doesn't mean low-feature: Features include a full range of functional accessories and mounting options that allow users to configure the device to fit specific application requirements. Customers can choose from the low-cost 1D CCD barcode scanner or the 2D imaging scan engine for omni-directional scanning. The unit comes with a high-res, full VGA screen.

Information-appliance provider DT RESEARCH showcased its newest POS products, including fully ruggedized handhelds and the WebDT Mobile Tablet. The handheld POS systems feature an integrated magnetic strip-reader, built-in barcode scanner and optional RFID. The WebDT Mobile Tablet features many of the same POS options and can be taken from the sales floor, where it can be used for line-busting and shelf management, to the warehouse for inventory management. Additionally, the company exhibited its event-triggered digital signage product, which helps retailers provide extensive product information to customers in the store and on the spot.

The electronic call-forward system from LAWRENCE METAL PRODUCTS takes line-busting one step further. Typically, a single-line queue reaches peak efficiency when used with four or so open registers; beyond that number, customers have difficulty knowing when a lane is open. This solution uses a central display and displays at each POS to direct shoppers to the open cashier. The company says wait-time can be reduced by 25 percent.

MICROSIGNS introduced its 3.5-inch Microplayer interactive color displays. The small screens enable cell phone retailers to manage planograms and marketing at individual stores from one central location. The screens record touches as customers browse features and can provide immediate data to carriers on which items are receiving the most attention.

From its mammoth booth, MICROSOFT showcased the newest developments in its line of Windows Embedded POSReady 2009 solutions, including increased flexibility that gives retailers the ability to customize the operating system by removing components they may not need. "It makes the operating system much more lightweight, flexible and secure," said senior product manager Eunice Shin. Another new feature of the POSReady 2009 system: the ability to install from a USB device. "Many of these new devices don't come with CD or DVD drives, especially when it comes to kiosks and digital signage, so we've added that capability," said Shin.

SEAMARK INTERNATIONAL exhibited its POS system known as the Space Pole POS system, known as such for its innovative floor-stand design. The product is extremely modular and convenient to place; all cables flow through the inside of the pole and the power supply is in its base. The system also boasts covered connection ports, which account manager Linda Barthiaume said are much appreciated by security-conscious clients.

STARMOUNT SYSTEMS talked about its Starmount Media digital solutions, including promotions and advertising. Their primary benefit for retailers is that they enable upselling at the point of decision, providing ROI in many instances in weeks or months, not years. A new effort will bring the digital media to POS systems.