As someone who’s probably been to numerous restaurants and retail outlets in their lifetime, you’ve probably noticed a fair share of Electronic Point of Sale (EPOS) systems. These devices, which appear to be mere bar code readers and cash registers, however, are so much more than that: They’re responsible for a gamut of business activity now referred to as Point of Sales marketing.
While it may seem hard to believe that these devices drive marketing strategies, it’s nothing but the reality for businesses in these industries.
In our post today, we dive into how Point of Sales marketing works, specifically, what you can do with these systems in tow. Take a look and find out!
EPOS systems can drive customer loyalty programmes
Given the insane amount of data these systems process, EPOS devices can help you create customised loyalty schemes for specific, recurring customers.
By tapping into this data, you can incentivise your customers to keep coming back by providing them with rewards that are personally meaningful to them. With advanced POS devices, you can even roll-out your loyalty programmes via the device itself by sending out text messages or email campaigns to your customers.
The best part is that all of this can be undertaken with an unimaginable amount of ease. All you need to do is access the data within your system and send out personalised messages.
Upselling and cross-selling with EPOS data
It’s been discovered that effective cross-selling has the ability to increase revenue from customers who have bought additional products by 65% or more. Using the data gathered from your EPOS system, upselling and cross-selling will prove to be more targeted and effective.
Upselling refers to when customers are persuaded to buy a similar item of higher value, compared to the product they were prepared to buy. Cross-selling, on the other hand, is when customers are offered related items in addition to their original purchase.
With the product inventory data you’ve got in your system, devising structured and strategic upselling and cross-selling marketing tactics is only a matter of setting aside the time to do so.
Customising customer outreach and communication
It’s already been established that one of the biggest perks of leveraging Point of Sales marketing is the ability to dive into the heart of customer insights.
Using information like purchase history alone, marketers can now create highly targeted email and SMS marketing campaigns that target customers’ specific interests: Discounts on cakes for demonstrated cake lovers or sneaker promos for customers who’ve displayed a genuine love for athletic footwear.
This way, you improve your chances of increasing open rates, click rates and, ultimately, conversion rates. There’s nothing like increased revenue to prove just how valuable Point of Sales marketing can be.
At a time where 83% of customers are likely to share their information to enjoy a personalised experience, using your EPOS data to provide this kind of service will have your customers coming back for more.
Create promotions that will drive real results
Other types of marketing activity you can drive with your POS system are data-driven promotion strategies.
By diving into your treasure trove of buyer information, you can instantly understand which products have proven to be the most popular in the recent past or the most requested out-of-stock items. Using this data, you can create strategies that will, both, bring in new customers and engage recurrent buyers.
Make the most of Point of Sales marketing to increase customer loyalty and revenue!
Point of Sales marketing has the ability to change the way your business interacts with your customers. With 77% of EPOS users reporting they’re satisfied or very satisfied with their POS software, these devices are on their way to improving the retail and hospitality industries on a truly global scale.
By bringing your marketing strategies in line with the insights your POS system yields, you can now enjoy customer loyalty and increased revenue, unlike anything you’ve experienced before.