BASHAS' MOVING FORWARD WITH POS UPGRADE

KIM ANN ZIMMERMANN

CHANDLER, Ariz. -- Bashas' Markets here is moving forward with the installation of a new point-of-sale system that provides the retailer with greater flexibility in structuring frequent-shopper offers, among other benefits.

The POS system is already installed in 23 stores and will be installed in Bashas' remaining units over the next two years, according to company officials. The retailer operates 91 stores.

"[The vendor] has been able to provide the technology and services that help us serve our customers more quickly and efficiently," said Larry Simpson, director of information technology for the supermarket chain. "[The POS] provides the functionality, flexibility, usability and power to conduct quick-time shopping transactions for our customers and optimize our frequent-shopping program."

Simpson noted that the new POS provides more versatility in the types of frequent-shopper promotions that can be offered. "For example, instead of offering everyone who buys dog food a discount, we could offer a discount to people who buy dog food and have a baby. Something that transcends the two. We can put together much more complex of an offer, which is the goal of a good frequent-shopper program," he stated.

The chain initiated its first frequent-shopper program in October 1998 and has more than one million customers using the program, company officials said.

The 23 installed systems at Bashas' include POS terminals, cash drawers, monitors, scanners and servers.

The software is from Point of Sale Ltd., based in Israel, and distributed in the United States by ICL's retail systems division, based in Dallas. ICL is also providing Bashas' with installation, integration and ongoing technical services. The terminals are from Fujitsu Inc., with U.S. headquarters in San Jose, Calif.

In addition to providing greater flexibility in developing frequent-shopper programs, Simpson noted, the POS system is easier for users to understand, which should streamline training and support.