Harmon, a nationwide department store, uses checkout scanners to record shoppers’ purchases. Which term best describes Harmon’s checkout scanners?
A) nonprobability sampling tool
B) mechanical instrument
C) neuromarketing tool
D) touch point device
E) CRM system
The correct answer and explanation is :
The correct answer is B) mechanical instrument.
Explanation:
Harmon’s checkout scanners are best described as mechanical instruments because they are physical devices designed to record transactions during the checkout process. These scanners use technology, such as barcode or RFID scanning, to register items purchased by customers, allowing the store to track inventory and process payments.
Let’s break down the other options and why they don’t fit as well:
- A) Nonprobability sampling tool: This refers to a method of selecting samples in research where not all members of the population have an equal chance of being selected. Nonprobability sampling is typically used in surveys or studies, not in checkout systems. Since Harmon’s scanners don’t involve sampling or selection of a group for research, this term does not apply.
- C) Neuromarketing tool: Neuromarketing refers to the use of neuroscience and psychology to understand consumer behavior, often by monitoring brain activity or eye movement. This is used in marketing to optimize strategies based on how consumers respond to stimuli. However, checkout scanners are not designed for measuring brain activity or consumer reactions in this way, so they don’t qualify as neuromarketing tools.
- D) Touch point device: While a checkout scanner can indeed be considered a touchpoint in the customer journey (the point of contact between the store and the customer during the purchase process), the term “touchpoint” is broader and typically used to describe any interaction a customer has with a brand or service. It doesn’t specifically capture the function of the scanner as a device for recording transactions.
- E) CRM system: A Customer Relationship Management (CRM) system is a software solution that helps businesses manage customer interactions, track customer data, and analyze customer behavior. While checkout scanners may feed data into a CRM system, they are not CRM systems themselves. The scanner’s primary function is to record purchases, not to manage relationships with customers in a direct way.
In conclusion, Harmon’s checkout scanners are best categorized as mechanical instruments because they are tangible devices used to perform a specific task (scanning and recording purchases) in the retail environment.