IBM announced retail technology that allows stores to offer targeted third-party products and services to consumers at checkout, and add future services with close to "plug-and-play" simplicity. Essentially, retailers will have a quick and easy way to extend the traditional point-of-sale aisle to a revenue-generating point-of-service. IBM's new Smarter Checkout solution provides shoppers a more personalized, interactive experience that includes letting customers purchase specialized items such as lottery, theater and show tickets in the checkout lane. For example, shoppers can buy their favorite Quick Pick draw games with the scan of a bar-code in the main aisle just like other store items. They can also use mobile devices, such as a cell phone, to help process their orders, redeem digital coupons, access loyalty points, and pay for their orders at an IBM self-service pay station.