16 Nov Boost Marketing with POS Data
From special promotions announced to us via email to bouncing icons across the screens of our smart phones, the buyers and sellers of the world have never been as connected as they are now. But behind all the taps to a variety of apps and the seemingly endless scrolling during commutes, sits the fuel of a successful marketing strategy – the instrumental data that is collected at the point-of-sale from consumer purchases and visit details. The use of a point of sale (POS) system to boost marketing is becoming more and more common, if not essential. POS for restaurants is in the top ranking of marketing tips for a restaurant operator. Drive thru POS information collected can prove to be invaluable, making the point of sale system a must-have. Here are a few reasons why:
Building an email list – Collecting consumer email addresses at the point-of-sale serves as an efficient and effective mode for building a strong email list and leveraging that data in order to improve customer retention and build customer loyalty programs. Think about an ever-growing email list as the most scalable way to make sales with new customers and build deeper relationships with potential return visitors.
Engage with your customer base – With each transaction that is processed, a vast amount of data is collected all at once. While the importance of payment processes cannot be denied, it is important to note the equal importance of the data being accurate to make sure that emails, names and addresses are captured properly and ensuring the path to better communicate with customers is clear. Interacting with customers at the point-of-sale and offering an incentive, such as a coupon for a discount on their next meal during their next visit when they supply valid contact information, remains a very effective solution for gathering accurate data that does not come from the mere swipe of a credit or debit card.
Figure out who is buying which products and at what times – Tracking the shopping habits of customers is at the core of determining what is popular at the moment and what is not. Analyzing the proper data is key in making it clear which products are favored and determining customer behaviors helps in personalizing the digital marketing platform approach.
Measure the impact of marketing efforts – Though there are many advanced systems that can track customer, drive thru POS or any kind of POS for restaurants can transparently showcase what customers are spending their money on. This type of data also puts a spotlight on cross-selling patterns.
Anticipating customer needs ahead of time – The inflow of data collected via a POS system provides a clear picture in order to better anticipate customer needs and wants and meet those needs and wants in a fast and efficient manner. The ease of the process offers value to the customer and shows them that their business matters when crafting a strategy for product and service for the future. The result can be seen through marketing promotions in response to these customer needs and preferences and, ultimately, a stronger following of customers as well as a more prosperous business overall.
The use of powerful insights gathered through data collected with a point-of-sale system matched with direct response through marketing strategy and implementation, as well as offerings, has proven to bring customers back, creating a more sustainable and successful business model.