Q&A: Take A Fresh Look At Receipt Printers by Chris Loringer

Receipt printers are nothing new, especially in high-volume retail and hospitality environments. However, new printing technologies and the “I need it now” disposition of our high-tech society are creating new markets for VARs. What are those new technologies and market opportunities? We asked Yonho Son, general manager of BIXOLON Samsung; Barry Wise, senior marketing consultant for Epson America, Inc.; and Scott Johnston, VP of sales for POSIFLEX Business Machines, for their thoughts.

What are some new or unique applications for receipt printers?

Johnston: The ability to print on both sides of the receipt maximizes the investment and allows for add-on programs to sell advertising or use the back side of the receipt for delivery instructions.

Wise: The most exciting new application I’ve seen is from Catalina Marketing, which uses full-color receipts to announce new products, develop brands, and build loyalty. Previously, Catalina used receipts just for coupons. But with the introduction of color, the company has expanded the use of receipt printers for in-store marketing. I believe this trend will continue to expand, and VARs will be able to take advantage of the use of color in future applications.

Son: These days, POS [point of sale] stands for ‘point of service,’ so it is easy to understand that there are business opportunities wherever service is provided.

What types of vertical markets should VARs be targeting, other than hospitality?

Son: Receipt and label printers are being used more in medical institutions. Lottery and finance are also good target vertical markets for VARs. Those deals are hard to win because of the competitive nature of receipt printer sales. However, they often produce the highest returns for VARs.

Johnston: We are finding that vertical markets such as healthcare are using point of information devices to track long-term healthcare. Receipt printers are being used for a variety of needs such as to post information on patient status, medical treatment, and follow-up care. Gaming and lottery markets are using receipt printers to handle cashiering duties and to distribute payouts.

Wise: VARs should be looking at financial, medical, lottery, and gaming vertical markets to expand their receipt printer businesses.

Do you see any new technology trends in POS printers?
Wise: We’re seeing an expansion in the use of labeling in food service applications, along with the use of mobile printers in table service and line busting. [Line busting is a means of speeding up transactions at the checkout by servicing the customers while they wait in line.] The most exciting use of color is full-color at the point of sale. Another interesting development is the use of two-sided thermal printing. However, the cost of the paper outweighs the cost savings of the reduced linear size of the receipt. In addition, the acceptance of two-sided printing by consumers will take time.

Son: Most people are talking about color and mobile printing applications. Those will be market trends during the next two years. Demand for high-speed printing is still prevalent because customers do not have time to wait for slow receipt printing. Printer manufacturers are targeting 200-mm- to 220-mm-per second performance for thermal printers. There is no doubt the market is going to thermal, and VARs should recommend high-speed thermal for all receipt printer applications.

What are the wireless applicationsfor POS receipt printers?

Johnston: Wireless printers are most effective in areas where wiring is impractical due to the age, design, and modification restrictions of the structure. Temporary serving areas can be easily set up for, and removed after, special functions. Wireless is also effective when the server and/or order taker has a printing requirement for line busting or to reach remote service areas.

Son: The most promising area for wireless printer applications is in the kitchen. Bluetooth technology, using two master/slave modules, can eliminate the need to run cable in difficult kitchen environments.

What message do you have for VARs?

Johnston: Look for ways a receipt printer can solve problems or enhance the customer’s business. Your ingenuity and consultative selling skills will distinguish you from your competition.

Wise: Since they are typically closer to the end user than the manufacturer is, VARs need to be innovators. VARs should be looking for new ways to solve retailers’ problems and ways to improve efficiency and reduce expenses with existing solutions.

Son: Having a good POS VAR is like having a good doctor. A good doctor keeps your body running smoothly. A good POS VAR will keep your retail business running smoothly. A good POS VAR is one who learns how to achieve trusted advisor status with its customers.