How a smart terminal can help you craft a targeted (and successful) email campaign.

In an era when instant communications and wireless technology are everywhere, you can’t afford to run your business without taking full advantage of their capabilities. One of the most important elements you can add to your operations is a smart terminal. Making it part of your larger suite of systems will not only streamline the payments process but will also take your customer relationships to the next level.

What is a smart terminal?

Understanding its definition and how a smart terminal works should be your first step. This device can either be connected to the internet by cable or wireless, and its primary purpose is to securely accept customers’ credit card payments. To do so, it uses a wired or mobile card reader that grabs the buyer’s payment details and transmits them via processing software to the other players in the payments arena.

We use the word “smart” to refer to the terminal because it is also packed with other features that can streamline many aspects of your business operations. The terminal integrates seamlessly into the other systems you have put in place, and in conjunction with your payments software, should offer the following tools.

• Inventory management.
• Employee management.
• Customer relationship management. 
• Payroll and accounting simplification. 
• Customized report generation.

Many of these features are made possible by the smart terminal’s database functions that enable you to record, store, and even interpret product and shopper details at the touch of a button.

How your smart terminal can enhance customer relations.

In addition to helping you to catalog and keep track of every product you sell, your smart terminal has everything it takes to jump-start an email campaign that will engage existing customers while attracting new ones. As you might have guessed, it all happens thanks to the terminal’s database tools.

The key is to find ways to incentivize people to give you their email addresses and other relevant details, which might even include supplementary information such as their birthdays. Be creative, and make it fun. You might hold monthly drawings for customers who sign up to be on your email list or send a generous 20% off coupon electronically to all who sign up. Another strategy is to encourage existing customers to refer their friends by offering special benefits or exclusive promotions.

Once you have someone’s contact details, the sky's the limit. You can then send them newsletters and product updates, notify them about flash sales, and use their buying history to convey targeted messages. Once a year, celebrate their birthday by sending a coupon that serves to bring them back into your store or onto your website.

They might look small, but today’s smart terminals pack a big punch when it comes to helping you grow your business. Use a smart terminal to process payments and streamline your operations, but don’t forget its other secret weapon: What it can do to enhance your email campaigns and overall customer relationships. In short, your smart terminal just keeps on giving and giving to your retail business.