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HP announced the release of its new point-of-sales system, HP Elite POS. The new device features functionality that aims to improve the in-store shopping experience in the face of e-commerce’s soaring popularity, especially mobile commerce.

“As retailers seek new ways to interact with customers and reinvent in-store experiences, technology must empower sales associates and engage customers in a way that feels like a natural extension of the brand,” said Aaron Weiss, vice president and general manager of Retail, HP Inc. “The new HP Elite POS solution is built for versatility that can adapt multiple retail and hospitality environments, while still offering the security, performance and long-term durability.”

The Elite POS boasts an updated physical design that’s modular instead of the traditionally large devices. The refresh enables sales associates to actively contribute to an improved shopping experience. The devices offer customer check-in, access to additional products for access to larger inventory assortments and interactive signage.

“As the retail and hospitality industries undergo a revolutionary shift, the point-of-service device will be a critical hub in delivering the in-store experience for customers,” said Leslie Hand, vice president of Retail Insights, IDC. “But with this rapid transformation in digital business also comes increased threats, in the form of targeted attacks and malware. Retail POS systems, including the new HP Elite POS, must be able to balance the growing needs of the customer and the brand while also acting as a guardian of the sensitive information that passes through the device on a daily basis.”

With that, the tool has several security measures to block hacking attempts. First the BIOS-level security combats a malware attack with self-healing, holistic firmware solution. It also has user authentication technology that offers optional fingerprint reading and password protection. Its Device Guard platform enables IT managers to device rules to run only signed, trusted and approved applications on the POS system to protect against low-level attacks directed through USB ports.

The device comes at a time that physical store locations are updating their approach to extend diverse and multiplatform experiences to their shoppers. The need for updated POS systems that empower store associates by arming them with real-time and robust data also requires necessary safety precautions to secure collected insights.

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