GMCS: Self-checkouts based on Microsoft technologies appeared in Hoff

GMCS developed a self-service solution based on Microsoft retail technologies for Hoff, the leading Russian retailer in the furniture and household goods segment.


Self-checkouts (SCOs) have successfully passed pilot testing, and now SCOs operate in several Hoff stores in Moscow. With the help of self-service terminals, customers can independently find, issue and pay for goods using the Hoff Bonus loyalty card, without standing in queues at the checkout. Since the launch in early June 2021 in the pilot stores of the chain, about 10% of receipts have passed through SCOs. Currently, the solution is being replicated to the entire Hoff network, which has 55 stores throughout Russia.


“The coronavirus pandemic has adjusted the service organization, which should be as safe as possible for customers and staff. The use of terminals in the shopping area allows us to improve the quality of service through a personalized experience, as well as support offline sales. The solution also works as a “queue killer”, unloading the cash register area, which is especially important in the “high season”. We plan to scale self-checkouts to all the company’s stores by the end of the year,” comments Konstantin Peshekhonov, IT Director at Hoff.


GMCS has developed the self-checkout interface, performed integration with the ERP system and Hoff’s cash terminal management system (POS) based on Microsoft Dynamics solutions.


“For the convenience of buyers of all categories, we have developed a simple and intuitive interface, without unnecessary buttons and distracting design. Microsoft’s digital solutions provide intelligent automation, helping retailers adapt to new realities, in particular through self-service models,” says Maxim Naumchak, Business Development Director at GMCS.


About Hoff

Hoff ( is a leading Russian retailer in the furniture and household goods segment, founded in 2008 by Alexander Zayonts and Mikhail Kuchment. Hoff develops a unique business model that allows consumers to make purchases in retail stores, on the website, in a mobile application and by phone. Today Hoff consists of 55 stores with a total area of more than 350 thousand square meters, plus an online store covering the entire territory of the country. In 2019, the company’s revenue amounted to 40.7 billion rubles, 6.6 billion of which were sales via the Internet. To date, more than 5.1 million Russians are members of the Hoff Bonus loyalty program.


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