ABSTRACT
Although technology has its importance and merit directly at the point of sale and it improves the convenience and speed of shopping, it must also serve customers, therefore should be tailored to be simple and user-friendly as much as possible. At the time when shopping is not just about meeting needs but also about experience, the implementation of new technologies can be very helpful. Marketing management should, however, prior to their actual implementation, consider various aspects, such as the perception of these technologies (not only through traditional research tools, where the answer may be distorted by the so-called desired response-the answer that is expected and common to them), but also the total costs associated with their implementation. The worst case scenario is a considerable investment with a relatively low impact on consumer comfort (e.g. complicated use). Even today, a very common thing, such as a self-service cashier, may take the form of a simpler and more complicated form depending on the manufacturer and the price, and therefore all aspects must be carefully considered. Neuromarketing is an area that offers marketing management more relevant information about real consumer perceptions, and can also provide valuable advice on the actual deployment and localization of particular technological solutions at the point of sale or provision of services. However, the consumer cannot feel the pressure that the seller wants to sell something immediately. When the customer is comfortable in the shop, he will gladly come back later and buy what he needs.
