Digital signage specialist Dynamax Technologies has teamed up with leading EPOS supplier, K3, to make the much vaunted integration between EPOS systems and in-store screen networks a reality

This integration sees Dynamax's flagship schedule content and broadcasting solution, PointOfView NG, integrate seamlessly with K3's Dynamics software to form an in-store promotion system which is totally responsive to the trading environment.

The system allows retailers to set up 'triggers' for certain products in which a sale going through the till alerts the screen network to show a pre-determined advert or trailer.  This would allow, for example, a games retailer to show a trailer for the latest game title whenever a customer in-store buys a games console.  Alternatively, PointOfView NG could react to updated stock pricing and show new prices, avoid advertising out of stock items or automatically advertise products that are under-selling.

Dynamax director, Head of Sales and Marketing, Chris Frampton, comments: "EPOS and digital signage integration is something which the industry has been talking about for a long time, but as yet no one has done much to make it happen.

"The benefits to retailers are manifold.  Their EPOS systems are often their best source of customer intelligence, and the chance to plug this directly into their in-store marketing activities can only increase its effectiveness and their sales."

The two systems' integration was made possible as both are flexible, Windows-based solutions which could be made to interact with one another with minimal development work.  PointOfView NG, which was originally designed to meet the testing needs of major media owners, runs some of the largest and most visible screen networks in the country.  K3 has been part of the Microsoft Corporation since 2003 and its range of software applications are widely used in the UK retail sector."

Chris adds: "The fact we have been able to bring these products together so easily also breaks down yet another of the great psychological barriers to retailers running their own screen networks.  The technology behind digital signage is no more complex than EPOS, and who would be without that nowadays?

"That we can make the two integrate with each other so simply will revolutionise the world of in-store and point-of-purchase marketing.  It could also offer canny EPOS vendors a lucrative extra revenue stream."

He concludes: "For years the industry has dreamed about making IT work harder and smarter for retailers.  We at Dynamax are delighted to be able to work with K3 to make these dreams come true."