Impact of Point-of-Sales Technology on British Home Stores' Marketing Activities

This research project delves into the impact of Point-of-Sales (POS) technology on the marketing activities of British Home Stores. It explores how POS systems can enhance customer experiences, increase engagement, and drive sales. The study utilizes both qualitative and quantitative research methods, including a questionnaire survey of British Home Stores employees, to analyze the potential benefits and challenges of integrating POS technology into the retailer's marketing strategies. The findings provide valuable insights for British Home Stores and other retailers seeking to leverage technology to improve their marketing effectiveness and customer satisfaction.

MANAGING A SUCCESSFUL BUSINESS PROJECT
An analysis of the impacts of Point-of-Sales technology on
the marketing activities of British Home Stores

Table of Contents
INTRODUCTION..........................................................................................................................2
TASK 1- RESEARCH PROJECT MANAGEMENT PLAN...................................................................3
PROJECT DEFINITION..............................................................................................................3
Project Statement..................................................................................................................3
Project Strategy......................................................................................................................3
Project Aim and Objectives....................................................................................................3
Performance, Time and Cost Objectives................................................................................4
Project Scope..........................................................................................................................4
Included scope:..................................................................................................................4
Excluded scope...................................................................................................................4
Project Assumptions..............................................................................................................5
Deliverables............................................................................................................................5
Success Criteria......................................................................................................................5
PROJECT IMPLEMENTATION PLAN.........................................................................................6
Gantt chart (time schedule)...................................................................................................7
Work Breakdown Structure...................................................................................................8
PROJECT PROCESSES............................................................................................................10
Communication Plan............................................................................................................11
TASK 2- PROJECT IMPLEMENTATION AND LOG BOOK............................................................12
P4 SMALL-SCALE RESEARCH.................................................................................................12
LOGBOOK.............................................................................................................................14
TASK 3- RESEARCH ANALYSIS AND PERFORMANCE REVIEW...................................................16
P5 DATA ANALYSIS AND INTERPRETATION..........................................................................16
P6 RECOMMENDATIONS......................................................................................................21
1

P7 REFLECTION.....................................................................................................................22
CONCLUSION............................................................................................................................23
REFERENCES.............................................................................................................................24
2

INTRODUCTION
New technologies are being incorporated by the retailers in order to bridge the gap
between their online and offline presence. As the traditional and electronic commerce
merges, marketing in retail is leaning towards the making their Omni-channel presences.
Due to the evolution of digital transformation, the retailers are progressing every year for
fulfilling the desires and expectations of the customers (Tsai, et al. 2010). Retailers have
made their Omni-presence on mobile phones, computers and in-stores. Integrated point of
sale in mobile technology leads retailers towards better customer engagement opportunity,
the source of productivity and revenue channel.
The aim of this research is to analyse the impact of IPOS on the marketing activities of
British Home Stores (BHS). British Home Stores is a private departmental store chain that
primarily sells clothing and household items such as furniture, electronics, entertainment,
convenience groceries and beauty products (British Home Stores, 2018). The retailer uses
POS systems to sell their products and services over the phone or internet or at Brick and
Mortar store. Cash registers, barcode scanners, electronic card readers are some of the
variety of tools to process Point-of-sales transactions used by the retailers. It helps in
tracking the pricing accuracy, gross revenue, sales patterns and inventory changes for
retailers as per the software features.
3

TASK 1- RESEARCH PROJECT MANAGEMENT PLAN
PROJECT DEFINITION
Project Statement
“What are the impacts of Point-of-Sales technology on the marketing activities of British
Home Stores?”
Project Strategy
The strategy of the project is to ingrate the integrated point-of-sales technology in the
marketing activity to increase the revenue and profitability of the retail organization such as
British Home Stores. It is essential to implement quality POS so as to increase and enhance
purchasing decisions regarding the high-margin products as well as services at these
strategic locations (Hasan, et al. 2012). Usually, departmental stores such as British Home
Stores deploy POS for each products group in their stores such as apparels, appliances and
electronics. Products and services can be actively promoted by the designated staff by
guiding them in an effective manner instead of just focusing on the processing the
transactions (Sari, 2010).
POS affects the buying or profit behaviours thereby providing flexible options to consumers
to make purchases. POS can be effective in improving checkout efficiency and customer
services when Departmental stores use mobile devices or terminals (Renko and Ficko,
2010). Project strategy of this research project, it defines the objectives, schedule, budget,
resource plan, risk management plan and other related factors.
Project Aim and Objectives
The aim of this project is to analyse the impacts of integrated Point-of-Sales on the
marketing activities of British Home Stores. The objectives of the research are:
 To improve the customer experiences by reducing the customer waiting time in line.
 To integrate the POS of a retailer with mPOS to provide paperless receipts directly
via email by collecting email information.
4

 To enhance security level for sending and receive the data in real time on mobile
devices protecting the data of business and customers from data theft.
 To increase the sales thereby improving the customer services.
 To manage the influx of the customers by reducing the time of bill processing to
handle incoming traffic.
Performance, Time and Cost Objectives
The effectiveness of the performance of the research project can be indicated through the
inclusion of mPOS into the marketing activities of British Home Stores so as to increase the
sales and also enhance customer experiences by providing effective customer services
(Singh, et al. 2014). The price and time decided for the research will be evaluated with the
budget and time determined for the research project.
Project Scope
The scope of the project is initially limited which means that it will be applicable to one of
the chain stores of British Home Stores. However post the successful implementation of the
research project at one location; it will be applied to all the chain stores around the UK and
other regions (Aloysius, et al. 2016). The outcome of this research will be helpful in
understanding that introducing the POS technology in marketing activities will effectively
meet the objectives of both the research and British Home Stores.
Included scope:
The included scope of the research project is the improvement in the customer experience
thereby reducing the waiting time of the customers in line (Williams, et al. 2014). It will also
include the integration of the mPOS with the POS system of British Home Stores to easily
collect the email addresses of the customers and also provide paperless receipts via email.
Excluded scope
Excluded scope it is the implantation of POS system across all the chain stores at the initial
level. It also excludes the accuracy and validity of the responses of the respondents at the
time of data collection (Singh, et al. 2014). Comparison with other chain stores is excluded
and geographical location is not focused on this research. It also excludes the other activities
5

such as operations, HR, finance and so on thereby focusing on just marketing activities of
British Home Stores.
Project Assumptions
Certain assumptions for integrating POS system in the marketing activities of British Home
Stores are given below:
 It will help retailers to take the floor space by allotting it to returns or customer
service counters (Babu, et al. 2012).
 It can help retailers in minimising the walkaways and showrooming by proactively
engaging the customers with all the information in POS system to facilitate the sales.
 It helps the retailers by searching the inventory to get product information and
pricing details in an efficient manner to execute the sales with tempting offers (Babu,
et al. 2012).
 It helps the retailers to sell the products and services via trade shows, car park sales
or pop-up stores.
 It also prevents the server data of the retailers by protecting it from cyber-attacks,
malware, unauthorised access and also business disruption due to poor availability
of POS application (Babu, et al. 2012).
Deliverables
A typical mPOS solution provides the retailers with the flexibility in accepting the payments
through debit or credit card anywhere and anytime. There is a variety of POS solutions
ranging from fully integrated to the standalone solutions that run through various different
devices ranging from smartphones to tablets to wireless terminals (Zhu, et al. 2012). It
provides the retailers, mobility, personalised services, EMV migration, and quick checkout
and also accepts mobile wallets.
Success Criteria
The success criteria for this research project are the effective interaction of the staff with
the customers through POS software (Yeh, et al. 2011). It also allows speeding up of
marketing activities thereby enhancing the customer’s experiences and increasing sales
6

opportunities in British Home Stores. It will also help the retailers to manage large waiting
line of the customers through their payment acceptance solutions.
7

PROJECT IMPLEMENTATION PLAN
Once the strategic plan is been devised, an organization needs to undertake and formulate
an implementation plan for its execution effectively (Khodakarami and Chan, 2014). For the
execution of any discrete project, technology deployment within the divisions, inventory
planning can be effectively executed with the implementation plan. British Home Stores
need to formulate project implementation plan in order to convert the project plan into the
real actions. The implementation plan includes following components for successfully
carrying out a strategic plan:
 Devising the aim and objectives that is analysing the impact of integrated Point-of-
Sales on the marketing activities of British Home Stores.
 The schedule or timeline stipulated for this project is approximately 6 months.
 Proper allocation of the resource and necessary material such as time, personnel and
budget for successful project execution (Butman, et al. 2010).
 Clearly defining the roles and responsibilities of the members of British Home Stores
 The success metrics of this project is the successful integration of POS software in
marketing thereby increasing customer experience and also profitability and sales.
 Monitoring and controlling the activities for the effective progress of the plan at
regular period of time by making necessary changes in budget and time schedule for
the project (Butman, et al. 2010).
 The aim and objectives are met by the outcome of this project will determine the
success of the project.
8

Gantt chart (time schedule)
Activities January February March April May June July
Identifying an issue or
problem for research
Defining aim and
objectives
Constructing the
assumptions and other
variables
Research design selection
Selection of data
collection sources and
methods
Sampling method and
sample size selection
Data collection Execution
Data analysis and
interpretation
Demonstrating results
and outcome
Suggestions and
conclusion
9

Work Breakdown Structure
WORK BREAKDOWN STRUCTURE (WBS)
A business project on identifying the impact of integrated Point-of-Sales on the marketing
activities of British Home Stores.
W
BS
ID
LEVEL NAME OF
ELEMENT
WORK DESCRIPTION BUDGET
$
RESOURCES DELIVERABLE
1
1
1.1
1.2
BARCODE
SCANNER
CREDIT CARD
READER
IT AUTOMATES THE
CHECK-OUT PROCESS
(KIM AND KWAK,
2015)
IT READS TO
INFORMATION OF
THE CREDIT CARD TO
MAKE PAYMENT
$225
$200
IT SCANS THE
BARCODES TO
PULL THE
INFORMATION
OF THE
PRODUCTS AND
ADDS IT TO THE
TOTAL
AMOUNT.
EMV-
COMPLIANT
CREDIT CARD
READERS
SECURE THE
DATA OF THE
RETAILERS AND
CUSTOMERS
THROUGH EMV
PAYMENT
It also
integrates with
management
systems to
adjust the
inventory
levels
automatically.
It protects and
safeguards the
information of
the customers
and server data
of the retailers
from fraud
liability,
malware, and
unauthorised
10

2
2.1 REGISTER
SCREEN
IT IS A STANDARD
MONITOR THAT
DISPLAYS THE
DATABASE OF THE
PRODUCTS.
$250
STANDARD
IT ALSO
ENABLES OTHER
FUNCTIONS
SUCH AS
EMPLOYEE
CLOCK-IN AND
SALES REPORTS
access thereby
allowing secure
payment (Kim
and Kwak,
2015).
It provides
product
database and
also enables
viewing
employee
clock-in and
viewing sale
reports and
other
functions.
3 3.1 RECEIPT
PRINTER
IT PROVIDES PAPER
RECEIPTS TO THE
CUSTOMERS FOR A
QUICK SNAPSHOT OF
THEIR PURCHASE
$255 IT INCLUDES
EMAIL, TEXT
RECEIPTS AND
PAPER RECEIPTS
TO THE
CUSTOMERS
IT PRINTS SALES
TOTAL OF
EMPLOYEES,
WORK HOUR AND
OTHER
INFORMATION
ALONG WITH
PAPER RECEIPTS.
11

PROJECT PROCESSES
Steps of project management processes to analyse the impact of integrated Point-of-Sales
technology on the marketing activities of British Home Stores as follows:
Project planning and implementation:
The project plan is created to evaluate the impact of the integrated Point-of-Sales
technology on the marketing activities of British Home Stores. This will result in an increase
in effectiveness of marketing activities of British Home Stores. This project will be initiated
at the single store of British Home Stores and later on execute the integration of digital
technologies on other activities of British Home Stores. POS software installation on the
different devices at British Home Stores will be undertaken in this project.
Identifying the key stakeholders:
The key stakeholders identified are the customers, sales associate, sales representatives,
store manager, supervisor, marketing manager and assistant marketing manager.
Integration of the POS system in the marketing activities benefits the customers
(Jareevongpiboon and Janecek, 2013).
Impact of POS system on marketing activities of British Home Stores
Integrating the POS system with the marketing activities will result in enhanced customer
experiences (Chaudhry and Hodge, 2012). It encourages the customers to buy the products
while walking in-store of British Home Stores. Smartphone application can be used by
retailers to develop interactive POS system in order to capture the browsing and purchase
decision of the customers to provide personalised offers and product information.
Data evaluation
The views and insights of the employees such as sales representatives and sales associated
will be taken through the process of data collection to understand and analyse the impact of
using POS system in the marketing activities of retailers such as British Home Stores
(Hamilton, et al. 2011).
12

Communication Plan
Description Type Target
Audience
Delivery
method
Delivery
frequency
Responsibl
e
Status
Report
Mandatory Sponsors,
Managers,
Stakeholders,
Project Team
Email Fortnight Project
Manager
Daily
Report
Informational Sponsors,
Managers,
Stakeholders,
Project Team
(Wong, et al.
2012)
Face-to-face Daily Lead Analyst
Schedule
Report
Informational Sponsors,
Managers,
Stakeholders,
Project Team
Stand-up
presentation
Monthly Lead Analyst
Evaluation
Report
Mandatory Sponsors,
Managers,
Stakeholders,
Project Team
Email Monthly Project
Manager
Final
Report
Mandatory Sponsors,
Customers,
Managers,
Stakeholders,
Project Team
Webcast
presentation
At
submission
date
Project
Manager
(Wong, et al.
2012)
13

TASK 2- PROJECT IMPLEMENTATION AND LOG BOOK
P4 SMALL-SCALE RESEARCH
SECONDARY RESEARCH- LITERATURE REVIEWS
The role of technology is very important in retailing. Technology enables retailers to
improve their management operations along with their services thereby reducing the cost
(Renko and Druzijanic, 2014). It is also beneficial to the customers as it provides speedy
service provision in the store, reduce waiting line at checkouts, loyalty card programmes
and no pricing errors and so on. The insights and views provided by the customers and
retailers help in understanding the benefits and limitation of using technology such as POS,
AI and AR/VR in retailing (Renko and Druzijanic, 2014). It is suggested that shopping decision
for the customers is simplified through innovative technology.
In addition to this, according to Spreer and Kallweit (2014), one of the most discussed
marketing topics in retailing is the augmented reality. At POS, the accessibility of
information is potentially improved through augmented reality. It results in improvement in
the product information capacities. AR improves the information search at Point-of-Sales.
In support of this, Taylor (2016) stated that mobile payment technologies such as POS
system can be both beneficial and at risks in retail. Retailers and suppliers are facing the
challenges to accommodate increasingly mobile customers who expect the multichannel
options that support the quick as well as secure digital payments. It was found that due to
the emergence in technology, the retail market is flooded with the software and products
that are not susceptible of potential risks.
PRIMARY RESEARCH
Qualitative and quantitative research is included to carry out questionnaire survey with the
aim to analyse the impacts of integrated Point-of-Sales technology on the marketing
activities of British Home Stores. The random sampling method is used to select 50
participants among the employees of British Home Stores.
14

Questionnaire
S. No. Question Degree of agreeability
Agree Neutral Disagree
1 Do you agree that introduction of the POS system will
increase the customer service provision at British
Home Stores?
2 Do you agree that introduction of the POS system will
increase the customer engagement to attract and
retain the customers?
3 Do you agree that introduction of POS system will
enhance the marketing activities of British Home
Stores?
4 Do you agree that the introduction of POS system will
lead to customer satisfaction at British Home Stores?
5 Do you agree that introducing POS system will result in
gaining competitive advantage in the departmental
store market?
15

LOGBOOK
Date Activities Actions taken Member-in-
charge
Signature Remarks
January Identifying an
issue or
problem for
research
The issues or
problems
related to
marketing
activities are
identified
Sponsors,
Managers,
Stakeholders,
Project Team
- As per
requirements
February Defining aim
and objectives
Aim and
objectives are
defined as
per problem
or issue
(Chaudhry
and Hodge,
2012)
Sponsors,
Managers,
Stakeholders,
Project Team
- -
February Constructing
the
assumptions
and other
variables
Develop the
assumptions
and other
related
variables by
considering
literature
review
Sponsors,
Managers,
Stakeholders,
Project Team
- As per
requirements
March Research
design
selection
Selecting
qualitative
and
quantitative
research
design
(Chaudhry
and Hodge,
2012)
Sponsors,
Managers,
Stakeholders,
Project Team
- -
March Selection of
data collection
sources and
methods
Selecting
Primary data
sources and
questionnaire
survey
Sponsors,
Managers,
Stakeholders,
Project Team
- As per
requirements
16

method
March Sampling
method and
sample size
selection
Random
sampling
method to
select 50
employees
Sponsors,
Managers,
Stakeholders,
Project Team
- -
April Data collection
Execution
Collecting
data through
filling
questionnaire
by employees
(Chaudhry
and Hodge,
2012)
Sponsors,
Managers,
Stakeholders,
Project Team
- As per
requirements
April Data analysis
and
interpretation
Analysing
data through
tables, Ms-
Excel and
graphs
Sponsors,
Managers,
Stakeholders,
Project Team
- -
May Demonstratin
g results and
outcome
Representing
the results
and outcome
Sponsors,
Managers,
Stakeholders,
Project Team
- -
June Suggestions
and
conclusion
Providing
suggestions
to conclude
the project
Sponsors,
Managers,
Stakeholders,
Project Team
- -
17

TASK 3- RESEARCH ANALYSIS AND PERFORMANCE REVIEW
P5 DATA ANALYSIS AND INTERPRETATION
Question 1
Response table
Agree 25
Neutral 9
Disagree 16
Total 50
Do you agree that introduction of the POS
system will increase the customer service
provision at British Home Stores?
Agree
Neutral
Disagree
British Home Stores is aiming to introduce POS system at one of their chain stores. This
research was conducted to analyse the impacts of integrated Point-of-Sales technology on
the marketing activities of British Home Stores. It was found that majority of respondents
were agreed on introducing POS system in their stores citing an increase in the customer
service provision. However, there were 16 respondents who were sceptical towards the
introduction of POS. about 9 respondents were not sure on the introduction of POS in the
store.
18

19

Question 2
Response table
Agree 23
Neutral 10
Disagree 17
Total 50
Do you agree that introduction of the POS
system will increase the customer
engagement to attract and retain the
customers?
Agree
Neutral
Disagree
This question was asked to find that introducing POS system will result in attracting and
retaining large customer base. It was found that integrating POS system in marketing
activities result in personalised experiences to the customers. It also reduces waiting time of
the customers by quick and speedy payment services. It is essential for these new
progressively mobile customers around the area. Majority of respondents agree to the
increase in customer engagement through POS system in British Home Stores. 17
respondents disagree on any impact on the customer engagement and 10 respondents were
unsure.
20

Question 3
Response table
Agree 26
Neutral 7
Disagree 17
Total 50
Do you agree that introduction of POS
system will enhance the marketing activities
of British Home Stores?
Agree
Neutral
Disagree
The integration of the POS technology in marketing activities will not only improve the
performance but also the productivity of the British Home Stores. Half of the respondents
agreed that POS system will improve the marketing activities of British Home Stores. 17
respondents did not find it effective in improving the marketing activities of British Home
Stores. 7 respondents were unmindful to any impact on marketing activities.
21

Question 4
Response table
Agree 24
Neutral 7
Disagree 19
Total 50
Do you agree that the introduction of POS
system will lead to customer satisfaction at
British Home Stores?
Agree
Neutral
Disagree
POS system will improve the customer service provision which will result in higher customer
satisfaction among the customers of British Home Stores. This will increase customer loyalty
and trust towards the British Home Stores. Approximately half of the respondents were
affirmative towards providing higher customer satisfaction while shopping at British Home
Stores. 7 respondents were unsure of any link leading to customer satisfaction. 19
respondents gave negative responses to any positive impact on the customer satisfaction.
22

Question 5
Response table
Agree 23
Neutral 11
Disagree 16
Total 50
Do you agree that introducing POS system
will result in gaining competitive advantage
in the departmental store market?
Agree
Neutral
Disagree
This question was asked to identify if integrating POS system in marketing activities will
result in gaining competitive advantage. When the customer is offered the services
effectively it is bound to increase sales and customer base which result in high market share
and ultimately competitive advantage. It was found that a maximum number of
respondents was positive towards the impact whereas 16 respondents did not find it
effective in gaining competitive advantage. 11 respondents were sceptical towards the
question.
23

P6 RECOMMENDATIONS
The purpose of this research was to identify and analyse the impacts of integrated Point-of-
Sales technology on the marketing activities of British Home Stores. The results and findings
of this research are positive and it represents that integrating POS system in marketing
activities will not only benefit the retailers such as British Home Stores but also to the
customers (Al-Kassab, et al. 2014). It will improve the customer experiences through better
customer engagement and effective service provisions. As per the report of 451 research, it
is found that installed base of mPOS around the world is expected to grow from 13.3 million
in 2015 to 54.03 million units in 2019 (Holt, 2015).
Therefore it is suggested to British Home Stores to install POS system in their store owing to
various benefits. It helps the retailers such as British Home Stores to drives the sales in
different environments by securely accepting the different types of card payments (Al-
Kassab, et al. 2014). It also provides personalised experiences to the customers as it
provides greater opportunities to cross-sell and upsell by pointing to the accessories as per
the customers’ requirements. MPOS is easy to upgrade to become EMV ready and is less
expensive which helpful to retailers avoiding being impeached due to the fraudulent credit
card transactions (Al-Kassab, et al. 2014).
24

P7 REFLECTION
I carried out the research project to analyse the impacts of integrated Point-of-Sales
technology on the marketing activities of British Home Stores. Through this research, I am
able to gain insight on the importance of integrating digital technology in any business or
organization for long-term success. I gained valuable insights throughout the research as I
got to know about the concepts of marketing as well as digital technology which is driven by
the external environment. I admitted honestly to have little information on the usage of
digital technology in the business environment.
As I had little information, I had to navigate a lot to find the best way to approach the things.
I learned to use key-terms while searching for the information on any topic. I went through
the abstracts of various relevant articles and journals to form a base to my research. I used
all the relevant analytical tools in order to get to the result and outcome of the project
thereby managing its accuracy and validity. I made required efforts to cover all the aspects
of the research project, however, I found little difficulty in managing the time and cost as
per the budget and time schedule. This research project helped me gain understandings on
effective carrying out research project thereby improving my learning and knowledge.
25

CONCLUSION
Thus it can be concluded that digital technology improves the activities of the business such
as British Home Stores proving beneficial to the retailers as well as customers. It is helpful in
the planning and execution of integrating POS system in marketing activities for increasing
the revenue and sales along with enhanced customer experience and customer satisfaction
(Sanders, 2014). In the end, reflection is provided on the experienced gained while carrying
out the research project.
26

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