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The technical side to selling


Ever since touch screen took the world by storm, replacing the age-old regular keyboard, points of sale (POS) at retail outlets have altered the way retailers do business. Small- and medium-size retailers are now willing to invest for a more efficient system for better consumer experience. D. Baskarmoorthy, VP – Sales, Posiflex India talks to Roshna Chandran about the importance of efficient POS technology.


With the motto ‘your success is our vision’, Posiflex Technology Inc. was founded in 1984, providing retailers around the world with touch screen terminals and peripherals. Today, Posiflex has clocked an overall turnover of US$ 100 million with India contributing 12 per cent. The products are manufactured and deployed globally. Scaling a year-on-year growth of 40 per cent over the past 4 years, Posiflex India has grown to over 50 per cent in January–December, 2014.

Posiflex equipment has been implemented in various POS retail spaces such as health care, automobile manufacturing, kiosks and more. Commenting on the company’s growth, D. Baskarmoorthy, VP – Sales, Posiflex India states: “Our growth is based on understanding and meeting the requirements of our customers so they can build successful businesses, which in turn builds ours. Posiflex began with manufacturing IT products and within a few years diversified into POS products after realising the potential of the technology. It was from there that the company grew into a specialised POS vendor, globally.”


Baskarmoorthy points out that factors such as demand for POS automation through the tier-I (chain stores) retailers in India and across the globe may have led to the overall growth of the company. The drastic change in trends in the Indian retail segment through the years has not had much impact on the mid-size or regional retailer when it comes to investing in technology for better store efficiency. However, as a trend, he finds that retailers in India have in a big way and have adapted to installing the latest in technology.

The product

The company’s main USP is how they understand the consumer’s needs with the right POS billing experience. Explains Baskarmoorthy: “Both small and large format hypermarket stores have used our products with scalable solutions. Fan-free design that suits the Indian dusty environment is one of the breakthrough technologies that we have pioneered and it has performed really well over the last few years. This year, we plan to launch a series of android-based POS solutions to meet the latest industry requirements and help retailers go mobile anywhere, anytime.”


“As such, we do not see any challenges,” says Baskarmoorthy, “Once retailers understand their ROI, there is no question of any challenges. We have been constantly training our sales team and partner ecosystem to explain the importance of technology adoption and ROI pertaining to each retail format type, thus helping in better conversion.” He further explains that a primary solution is carried out across all retail verticals but when it fails, it is immediately looked into. These solutions are implemented to meet the retailer’s budget as well.


The company follows a channel where its products are sold through the national business partners and value-added resellers across the country. Posiflex also encourages and participates with these channels in various promotional events like road shows and exhibitions to make the company’s POS technology offerings popular among various industry users.


According to Baskarmoorthy, India is a vast country and it is important for them to have their presence in all the cities where retail is experiencing a significant boost. He comments: “We plan to expand in most cities so that we can be close to even tier-II and -III customer segment.” Currently, Posiflex is present in Bengaluru, Chennai, Mumbai, Pune, Coimbatore, Kerala, Kolkata, Delhi, Hyderabad and Ahmedabad. The company also has an after-sales support structure presence in more than 400 locations across India.