The Benefits of Mobile Device-Based Barcode Scanning

Barcode scanning isn't a new retail concept. Traditional, expensive handheld barcode scanners have been used in warehouses to manage inventory, and bulky cash registers with related hardware and basic software have for years been scanning barcodes for purchases. However, smartphones and tablets have opened up a whole new world for retailers when it comes to barcode scanning.

Retailers can now use sophisticated, software-based barcode scanning technology on smartphones and other mobile devices to streamline business processes, reduce hardware and labor costs, and empower their employees as well as their shoppers. In short, retailers that offer barcode scanning functionality via mobile apps can reap significant rewards.

Here are some examples of how mobile barcode scanning can benefit retailers, both internally and customer-facing:

Clienteling
Imagine a shopping experience where every associate on the retail floor knows everything there is to know about the products consumers are browsing. Does a customer want a pair of shoes in a different color? No problem. The sales associate simply scans the barcode on the box and instantly accesses the options available in the stockroom without wasting time or losing the sale.

Real-world shopping cart abandonment happens every day and can cost retailers millions of dollars. Intelligent clienteling apps enable associate self-scanning from any smartphone or tablet, allowing associates to deliver higher levels of customer service. Retailers can further benefit by offering this increased level of consultative service through a bring-your-own-device (BYOD) model, without additional investment in dedicated devices.

Mobile Point of Sale
Dedicated, traditional hardware-based point-of-sale (POS) systems are costly and take up valuable real estate for merchants. For smaller businesses and larger enterprises that want a more innovative, visually appealing and competitive solution, software-based, enterprise-grade barcode scanning technology, as part of a smartphone- or tablet-based mobile POS system, can dramatically lower costs and maximize limited human resources. Empowering employees with a familiar and easy-to-use app-based scanner also helps reduce checkout times and gives retailers a competitive edge in the market.

Self-Scanning and Self-Checkout
Consumers who use their mobile devices to scan products as they shop enjoy a highly personalized shopping experience. They can then efficiently check out on their own via self-checkout, using their own devices rather than having to wait in line or waste time removing and replacing items in their cart that could have been scanned immediately upon removal from the shelf. In addition, rather than allocating valuable aisle real estate to multiple self-checkout kiosks, retailers need only a single self-checkout station that tallies up the total of self-scanned items or to support an app with mobile payments built in. They can also reduce labor costs for checkout or redeploy staff to provide increased levels of customer service. Most importantly, once a consumer has downloaded and installed a self-scanning/checkout app, the retailer benefits from a real-time, two-way communication channel with that customer, which opens up a number of powerful marketing and engagement possibilities.

Also on the consumer side, retailers can offer mobile apps with barcode scanning functionality that enable their customers to scan barcodes of select products in-store and receive discounts, coupons and loyalty rewards points. Retailers can also offer print advertisements with barcodes, empowering consumers to scan them from the comfort of their home or while they're on the go to make a shopping list for a future visit to the store, secure a coupon and/or to purchase the product directly from their mobile device, driving engagement and sales.

Inventory Management
With an inventory management app that includes barcode scanning functionality, retailers’ employees are empowered to calculate or update inventory levels on the sales floor, at the POS or in the warehouse using any smartphone, tablet or even "wearables" like Google Glass if desired. As a result, retailers are able to simplify business processes and reduce technology costs, as well as human error.

Retailers’ employees and customers almost always have their smartphones on hand. Capitalizing on this and offering mobile apps with barcode scanning functionality helps to extend the mobile channel, benefitting merchants and consumers alike. With mobile barcode scanning, retailers can not only enable their business to operate more efficiently and effectively, but also create reasons for consumers to want to purchase from them.

Samuel Mueller is co-founder and CEO of Scandit, a developer of a software-based barcode scanning and data capture platform for smartphones, tablets and wearable computing devices.