How a point of sales system can help you plan intelligent marketing campaigns

When configured optimally and regularly upgraded, a point of sale system transforms from a mere payment-accepting device into a suite of powerful tools that can revolutionize virtually all of your business functions. 

Not only can it assist in employee and inventory management, accounting, and customer relationships, it can also become a powerhouse that can be the springboard for your next marketing campaign.

Come up with a plan.

Even the best POS terminal solution needs to be fed the right set of data in order to be effective. To that end, your first job is to map out your marketing strategy in advance.

In order to do so, start by understanding your potential customer base: their wants, needs, preferences, and pain points. Come up with a set of objectives as well as tangible measurable outcomes for each. 

Arrive at a mixed set of marketing tactics that allow you to get the message across to a wide swath of your audience. Finally, be sure that your point of sale system is fully equipped to assist you in reaching these shoppers.

Make it personal.

Today’s buyers want to be treated like the unique individuals they are. Fortunately, your POS system has all the necessary capabilities that enable you to customize each individual’s buying experience. 

Once you make this happen, you can entice them to identify with your brand and make regular purchases. Chances are, they will also be motivated to refer your store to their own social contacts.

Your POS comes pre-loaded with the full set of tools to achieve this goal thanks to its database and purchase tracking functions. With just a few clicks, you can gather data about buying behaviors by individual shoppers, customer segments, or the entire buyer base. Armed with these details, you will find that mapping out the most effective future sales strategy will become exponentially easier.

You can make the most of your POS’s capabilities in two major ways. First, divide customers into segments, targeting each distinct group with its own special messages and offers. 

Second, take full advantage of the details your existing customers have voluntarily provided, including their contact information, birthday, buying preferences, etc. to craft unique offers for each.

Understand the scope of your data.

Information about your existing buyer base can be grist for the mill of your next effective sales strategy. Start by understanding what information is available to you. 

This should include specifics about your ecommerce site as well as what is stored in your POS, including inventory levels, loyalty programs, and sales details.

Then decide how you want to harness the power of your data. Refining your goals will help you to make the most of the information at hand without becoming overwhelmed by the raw numbers.

Remember that data takes numerous forms that go beyond basic sales statistics. Enrich what is available to you by also considering customer surveys and social media analytics to deepen the quality of the information. In the end, it can combine to help you craft a superlative marketing campaign that has been built on a foundation of intelligent insights.

Use your POS to make the shopping experience seamless.

Buyers encounter your store at various junctures: online, in person, via email and on social media. Your POS is capable of integrating all of these touchpoints, ensuring that the customer’s entire experience with your brand is smooth, clear, consistent, and compelling.

The shopper’s journey with your brand should include a mix of the familiar and the novel. Use your POS to delight with a fun loyalty program that rewards frequent visits while introducing new and even experimental products. 

With information about individual buying history at your fingertips, you can also suggest supplementary items and entice existing customers with time-sensitive discounts and other promotions.

Your POS can make all the difference as you design your next marketing campaign. With its ability to track customer buying patterns, create and maintain effective loyalty programs, and manage promotions and discounts with minimal effort from you, your POS truly can be one of your company’s most valuable sales assets.