6 February 2019

Display screens have come a long way in point of sale systems. Once limited to showing only line-item transaction details, the modern touchscreen interface has become the window to fully- integrated POS, putting the transformative power of cutting-edge software at our fingertips.

While POS touchscreens have delivered newfound productivity to sales assistants, the emergence of the customer-facing touchscreen, or customer display, is now central to another revolution in point of sale – directly empowering the customer.

Customer-facing touchscreen displays like the AURES OLC Touch 10.1 are designed specifically to enable self-service by making transactions more interactive and customer-driven, improving information sharing, increasing choice and putting service in the consumer’s hands. Cinemas, in particular, are finding significant improvements in service times and revenue when customer displays are deployed throughout their theaters.

Seat selection

One sure-fire way to make film fans feel valued and in control of their cinema experience is the option to choose their own seats. Self-driven seat selection has become the norm in online purchases of concert, theatre and airline seats, so it’s what customers have come to expect. A customer-facing touchscreen that visually displays seat availability makes selection of cinema seats fast and straightforward.

Pre-ordering snacks

One of the friction points of the cinema-going experience is having to buy tickets and then wait in long lines again to buy snacks. With an integrated POS system, snack options can be displayed and selected from a customer display at the same time as tickets are purchased. With a printed receipt, the snack purchase can be redeemed from the snack bar or delivered seat-side any time the customer chooses, without requiring two separate transaction lines.

Maximize marketing opportunities

Cinema operators know all about the power of advertising upcoming features to film fans. With customer-facing screens at the POS, operators can make full use of dynamic and engaging blockbuster previews in the ticketing area and inside the auditorium, maximizing exposure to drive repeat visits and entertaining patrons as they wait. In addition, screens can be used to promote special ticket and loyalty offers and cross-sell snacks and beverages – anything the business wants to market, in fact.

Loyalty promotions and data capture

In today’s mobile age, loyalty programs of all types are increasingly being run through branded apps, text and email notifications and scan-and-go redemption. However, getting people to sign up for loyalty programs is key, and there is nothing like the power of ‘in the moment’ opportunities moviegoers get at the point of sale. Asking a customer to join a loyalty or discount program one-to-one as they buy a ticket, or promoting program benefits on a self-service kiosk, enjoys a good chance of getting a positive answer. A customer-facing screen where patrons can enter their details to join further increases the conversion rate, as it makes everything so simple and convenient.

Similarly, customer-facing screens offer fantastic opportunities for data capture and customer feedback. If a screen ready and waiting for patrons to sign up for an e-newsletter or complete a quick survey, they are much more likely to participate in a quick, straightforward and hassle-free experience.