How the Joya Touch revolutionised selling at sea October 18th, 2018

How the Joya Touch revolutionised selling at sea
Making a short shopping experience as quick and enjoyable as possible is a big challenge, but Estonian shipping company Tallink found an effective solution.

Tallink is one of the largest passenger and cargo shipping companies in the Baltic Sea region and operates the fast ferry Star, connecting Helsinki (Finland) to Tallinn (Estonia). Shuttle-class Megastar and Star ferries make up to six departures per day between Helsinki and Tallinn.

There is an extensive supermarket on-board that offers a large variety of food products and beverages, souvenirs and toys, for those who have forgotten any holiday essentials or want gifts from the countries visited.

However, many passengers prefer to wait for the end of the trip in order to avoid the queues, meaning the company misses out on potential sales.

As the trip from Helsinki to Tallinn is a very short one, Tallink wanted to create an efficient shopping solution that would not deter passengers from purchasing because of long queues.

The problem was solved with the installation of a self-shopping solution which included BlueStar partner Datalogic’s Joya X2 devices in the on-board supermarket. Tallink named the new system Q-Shopping.

The Joya Touch is a multi-purpose device that allows consumer facing applications such as Self-Shopping, Queue Busting and Gift Registry to be resident on the same device as operational applications such as Shelf Replenishment, Inventory Control, Mark Downs, Price Checks and more.

Shopevolution 7 supports Datalogic’s Joya Touch multi-purpose device for use throughout retail, ensuring an omni-channel and seamless shopping experience for customers, leveraging the same GUI (graphical user interface) in different devices.

Using the system is easy. Customers pick up the Datalogic Joya Touch device and scan their chosen food, beverages and other products. Then, they place the products scanned with the Datalogic Joya-mobile scanner directly into their basket or cart.

There is no need to lift the items on to the belt at the cash register lane and from the belt back to the shopping bag.

Payment is also quick and convenient. In case of card payment, the self-payment solution provides the customer the possibility to pay without having to interact with a cashier. If the customer wishes to pay with cash, it's always possible to finish the shopping at a regular service counter.

The solution can also help in non-food environments to improve consumer experience, help retailers save costs and support customer loyalty programmes.

The self-shopping solution provides easier and quicker purchasing, especially when there is no need for additional information or sales support. It also decreases the potential for queues as people can perform the purchase registering and payment process themselves.


Samantha is BlueStar's Digital Media Specialist, and the primary contributing writer for VartechNation. Previously, she has worked as a Public Relations Associate and a Social Media Manager.