Morrison’s Fuels POS Success With Toshiba
Morrisons, the UK’s fourth largest supermarket chain, with an annual turnover of over ?14 billion, has transformed the point of sale systems at its 300 petrol filling stations and customer cafes with a solution from Toshiba and HTEC.The appointment of Phil Maud at Morrisons was the catalyst for a complete review of PoS requirements at their Petrol Filling Stations. Previously at Asda, Phil had been instrumental in developing a bespoke system in partnership with HTEC, a software solution provider, for Petrol forecourts.
The challenge
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<li>Real time link to gauges, enabling any leakages to be reported directly, taking away operational responsibility and human error.</li>
<li>Daily sales added to store sales</li>
<li>Automatic end of day reconciliation, with no paper print-outs</li>
<li>Petrol Station sales reports to optimise mix of products for merchandising in store.</li>
<li>Simple and easy to use terminals, with small footprint to optimise counter space.</p>
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<p>Aside from the initial immediate improvements to productivity and efficiency, the HTEC and TOSHIBA solution had the flexibility to develop with new innovations in technology, ensuring complete future proofing and lowering total cost of ownership. Particular innovations Morrisons have chosen to integrate include; electronic e-top-up; numberplate recognition; electronic LED pole signs, integrated CODAX carwash ticketing system and on-line customer loyalty schemes.</p>
<h3>Number Plate Recognition</h3>
<p>The system incorporates ANPR (Automatic Number Plate Recognition) to log license plates and video images of the vehicle and its owner, to reduce drive offs.The data is captured on the PoS Systems and links directly to a National on-line database which can be shared by participating retailers. As the technology integrates easily into the existing HTEC and TOSHIBA solution there are no hefty software or hardware upgrade costs. Morrisons plan to roll-out this system across all sites, but at present are weighing up the additional hardware costs of installing cameras, against the cost of the fraud.</p>
<p><h2>Electronic Pole Signs</h2>
<p>Morrisons are always keen to try new innovations, and be first in rolling out new technology. They have recently introduced LED price signs on all their new petrol forecourts. These signs require zero maintenance and minimise pricing discrepancies and human errors. The Electronic Poles link to the PoS Software, by changing the petrol price on the PoS terminal, the price will automatically change on the LED sign and the pump. They have found this to be particularly useful for alternating prices at different times of day to match supply and demand, maximising margin and increasing profitability wherever possible.</p>
<h3>Customer Loyalty</h3>
<p>HydraPOS has its own integrated online loyalty system which eliminates the need for secondary hardware on the sales counter.</p>
<p> Morrisons have the ability to plan targeted CRM activity for promotions and customer loyalty programmes. These promotions can be complex and instantaneous, reacting to the sales within a particular site.</p>
<h3>The Future</h3>
<p>The key for Morrisons is they have invested in a solid platform which meets the challenges of their petrol forecourts today and has the flexibility to be fine tuned at any time, to meet their ongoing business needs in the future.For more information visit http://www.toshibatec-eu.com</p>
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