“We don’t like to gamble with our service model,” says Brown. Datatek will be expanding its line of printers from CognitiveTPG to meet customer demand for the new graphic capabilities the vendor enables.īrown likes the CognitiveTPG printers Datatek sells for their durability, too. The CognitiveTPG sales team also provides Datatek with competitive comparisons to other printers, allowing it to compare print speeds, graphic/resolution quality, connectivity options, and pricing, which helps Brown’s team close sales.
The professional perception a grocer creates might not always register with consumers at the point of purchase, but I can guarantee that it will leave an impression if it’s wrong,” he says.
“For my clients, this kind of presentation is what keeps their customers coming back.
“Within minutes of calling CognitiveTPG, I was introduced to Receiptware, a free marketing software that allows us to print logos, graphics, coupons, and promotional messages with little integration,” says Brown. In another example, a Datatek customer was having trouble with an internally-developed program for printing logos on its receipts. We had to make some modifications to enable this, including the ability to print the appropriate information, in the appropriate language, on checks,” says Brown. “Typically, a grocer has a single bank account, but this retailer determined it made good sense to open multiple accounts to handle the variety of currencies it tenders. For example, one of Datatek’s customers accepts multiple currencies and needed a check processing system that would accommodate. The ability to fulfill special requests is another important factor in Brown’s hardware and software choices.
“Even the simple ability to print total savings or bonus point standings on receipts is a major driver of loyalty in grocery,” he says. We also know and carry the tools necessary for execution, from hardware to consumables,” says Jim Brown, founder at Datatek. “Because we cater to grocers, we’ve seen a lot of these types of promotions and we know what works and why. Datatek sells a variety of receipt printers from CognitiveTPG. Grocery store systems VAR Datatek is capitalizing on this trend by helping its customers develop and execute promotions, targeted discounts, and sweepstakes, increasingly using the receipt as the medium to deliver the message. In grocery, receipt-based coupons for products and ancillary services are known to reap a redemption rate that’s two- to three-times higher than mailed or circular-based coupons, and according to Nielsen, overall coupon usage is up 27% since the recession started. While modern versions of virtually every piece of POS hardware now feature some form of “bling” designed to catch the customer’s eye, perhaps nothing at the checkout stand has come so far and become so effective at reaching shoppers and converting sales as the receipt-based promotion. Retailers are eager to get on the “customer centricity” bandwagon, and once they’re on they’re typically committed to the battle for consumer attention span.
CognitiveTPG, Dell, i3DVR, MarketMaster, ServRight, StoreNext