Big Brother is Watching: 63% of Consumers Find Point-of-Sale Prompts Intrusive

Mobile POS Prompts Such as Discount Alerts More Unwelcome than Not, Though Inevitable, Says CompuCom –CompuCom,       a leading technology infrastructure services company, today announced       the results of its recent website poll, revealing that 63 percent of       consumers surveyed find point-of-sale (POS) prompts, such as discount       alerts on their mobile devices, “Big Brother-ish and intrusive.” The       poll collected 307 responses from consumers from November 16, 2013       through December 17, 2013.

“Consumers need to remember that they are in control when it comes to       POS technology and that it can be a benefit, not a nuisance, if they       know how to use it and decide to what extent they’ll ‘let it in,’”

Smartphones and tablets are enabling new categories of products and       services, including mobile POS – giving retailers the ability to send       location-based information such as discount offers directly to consumers       at the point of purchase and enabling associates to answer questions and       provide relevant information to customers on the spot, among other       capabilities. For consumers, mobile POS enables digital receipts and       personalization, the ability to compare prices, read reviews and price       match in real time, and will soon mean standardized and widespread       digital payments/e-wallets.

“Consumers need to remember that they are in control when it comes to       POS technology and that it can be a benefit, not a nuisance, if they       know how to use it and decide to what extent they’ll ‘let it in,’” said       John Little, VP and GM of Retail Sales, Service Sales Management,       CompuCom. “For retailers, there are smart ways to take advantage of the       technology, by striking a balance and not overburdening consumers,       respecting their preferences and letting them opt in to alerts. As       security issues around POS are addressed, retailers – and consumers –       will continue to adopt the technology in greater numbers and with       greater levels of comfort.”

Respondents to CompuCom’s poll were asked, Do you find point-of-sale       technology prompts, such as a customized alert for discounts upon       entering a store:

63% Big Brother-ish/Intrusive

37% Helpful and Cool

Noted Little, “POS technology is advancing rapidly as consumers continue       to embrace their mobile devices to help them shop. For example, there is       now sonic technology that’s blended with your mobile device signal to       image and identify you, and tell a retailer when you enter their store       and exactly what product you’re standing in front of. This triggers an       application that queries a database of your purchasing history to       deliver you a relevant discount, on the spot. It can even send an alert       to a store associate so they know what type of assistance to offer. This       technology is gaining a stronghold, with more retailers looking at using       it.”

CompuCom works with several of the nation’s top retailers who leverage       leading-edge, smart marketing to remain competitive. CompuCom deploys,       secures and manages the technical infrastructure and applications that       enables these retailers to deliver a personalized, on-demand shopping       experience for consumers.

About CompuCom

Dallas-based CompuCom Systems, Inc. is a leading provider of end-user       services, service experience, and cloud technology services to Fortune       1000 companies. Founded in 1987, privately held CompuCom has       approximately 11,500 associates and supports more than 3.8 million end       users in North America. For more information, visit www.compucom.com.






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