Capitalize On Ignorance

How can POS (point of sale) VARs stand out from the crowd of integrators who install receipt printers? One emphasis should be customization. By developing expertise in customized receipt printing, VARs can help their customers to stand out in their own crowds.

VARs can take advantage of reductions in the cost of color printing. "Color printing capabilities have been with us for a long time," said Jerome Elion, director of worldwide marketing for Axiohm Transaction Solutions (Ithaca, NY). "It just wasn't affordable. The costs of both the process and the media are no longer prohibitive, so the use of color is increasing." Robin Pierce, director of marketing for Citizen-CBM America Corp. (Torrance, CA), agreed that color use is on the rise. "For some time, we've had people using logos with our printers, but using receipt printers for actual promotions have really taken off with the advances made in color printing over the last couple of years."

VARs can sell customers on the marketing advantages of using color receipt printing to highlight logos, price breaks, special offers, and loyalty programs. Some customers may initially view color as an intangible quality and therefore resist investing in it. Therefore, Elion advises VARs to promote the benefits of being an early adopter. "Show your customers how color receipt printing sets them up with a public image as someone who does things differently. Special offers that they can track may make it even easier to convince them of the value of promotional receipts."

Scratching A Niche
In a crowded marketplace, VARs must dig for new applications for receipt printers. Finding the right vendor takes careful review. "There is a lot of competition in a mature market," Pierce admitted. "In the last decade, the industry has grown from three or four vendors to more than 85." Pierce suggests searching for vendors who have done minor tweaking to target niche needs. For example, a vendor may have added a customized e-prompt feature, attractive to retailers who seek optimal marketing opportunities for their multichannel outlets.

As for other special needs, Pierce notes that wireless mobile receipt printing is in high demand. "Retail and fine dining are two areas worth pursuing. Both can use wireless, on-demand printing to generate more revenue through faster customer turnaround." In fine dining establishments, tableside receipt printing speeds the process of clearing tables and seating additional customers. In retail environments, mobile receipt printing enables linebusting for quicker checkout.

Applying The Salve
Elion believes that VARs should capitalize on the fact that many retailers don't know what receipt printing capabilities are out there. There's a market in that unknowing, he insists. To tap it, VARs must listen to their customers wants and needs. More importantly, they must listen to their fears. "If you can find out what they are afraid of, you can often find an answer in receipt printing," Elion said. One common fear is shrinkage due to fraudulent receipts. With sophisticated printing and copying equipment, people can duplicate store receipts and get money back on items they never purchased. This common concern often remains a taboo subject because retailers fear the consequences of public disclosure. "Security has opened tremendous opportunities," Elion said. His company has, in fact, worked to develop unique watermark printing capabilities to make receipts less vulnerable to duplication.

To uncover customers' wants, needs, and fears, VARs must talk with many people in the organization. "To market your services, you must fully understand the complex requirements of each customer. Not everyone in the company can give you a complete picture of those needs," Elion said. "You'll get some ideas coming from the IT department. But other people, from merchandising to the CFO, will add more."

For VARs who want to enter such conversations with a full understanding of receipt printers' capabilities, Pierce suggests having conversations with their vendors as well. "Our ideal VARs take advantage of the training and support we offer," she said. "Manuals are helpful, but we deliver most of our troubleshooting support through one-on-one interactions with our resellers."