The AMS Retail Blog: POS, Retail Automation, Company News

The Email Marketing – Point of Sale Dream Team

Posted by Matt Veland on Fri, Apr 27, 2012 @ 01:48 PM

Some of the greatest forces in history weren’t individuals – they were teams. Where would Lewis have been without Clark? What about Hall without Oates? Peanut butter without jelly? 

When it comes to business, one of the best automation duos is the Email Marketing – Point of Sale (POS) dream team.  

counterpoint pos

How does Email Marketing tie in to existing Marketing Operations?

Email marketing is part of a greater marketing automation program. Marketing automation yields many proven benefits. It can help a business owner save time and cut out unnecessary stress. One of the most efficient tools for retail automation is the use of email marketing. What began as a means of quicker communication is now one of the best marketing techniques out there. Email consistently ranks up there with the highest and most successful marketing techniques. Automating part of the marketing aspect of your business can and should be simple with POS email marketing.

How does a POS factor into this equation?

In a nutshell, customer information provided by the point of sale system during the sales process makes the connection seem more natural. One of the most important numbers in email marketing is the Click-through-rate (CTR) of the email – how many people open your email versus how many emails were sent out. Targeting emails based on customer history and preference increases the CTR of those campaigns.

How does it all work?

Well, any POS System that has an integrated email marketing program that interfaces with it collects certain pieces of information during the POS sales transaction. These pieces of information can include product choices, amount spent, birthday, or email (just to name a few). That information can subsequently be harnessed by the integrated email marketing software to create campaigns. Here are some campaign ideas:

  •             Time-sensitive sales: For all retail POS users (for example, Garden Center POS users, Apparel POS users, Gift Shop POS users, etc), even having the customer in a database can enable a company to alert customers to time-sensitive sales, whether they are related to holidays, seasons, or just general sales.
  •             Spending segmentation: Having a detailed record of the customer’s transaction history can enable businesses to target them for additional sales. A business could easily segment customers based on how much they spend, and offer additional discounts to the big spenders. In addition to offering sales, good email marketing software can also enable a retailer to send emails that contain suggestions to those big spenders.
  •             Recurring campaigns: Businesses can use recurring email campaigns for either ongoing sales or to specifically target certain customers. A common example of this is set up automated campaigns to target customers that haven’t visited the store in a certain amount of time. Automating these campaigns means that the initial time spent setting them up is an investment that will continually contribute to your business.

The relationship-building team

All of these tools enable businesses to build stronger relationships with their customers. Here the Email Marketing – POS team reveals itself as a bridge-builder. Integrating in-store data with out-of-store marketing operations heavily contributes to building rapport and long-lasting relationships with customers. Having the right combination can help you take your customer-business relationships to the next level while improving your bottom line.

 

If you'd like to learn more on how your business can utilize the Email Marketing - POS Dream Team to increase sales and save time, download our free brochure!

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Still want more? Here's a video on CustomerConnect, a POS-integratable email marketing program.


Tags: point of sale, pos system, pos, pos email marketing, retail, email marketing

Mobile POS: The Future of Point of Sale

Posted by Matt Veland on Tue, Mar 13, 2012 @ 11:24 AM

Vacation Turned Blog Post

I was visiting some relatives in New Jersey last May when I ran across some new retail POS technology. On one particular afternoon my brother-in-law and I took a run up the street to a local garden center. After picking out a few flats of flowers and some fertilizer for his wife, we headed to the POS check-out area. I was amazed at how busy the store was, but how short the lines were. While standing in line, we were approached by one very kind sales associate who said she could check us out immediately. She then immediately started scanning items on our cart. But, what was really neat is that we were not actually standing at the POS check-out yet. She was running the entire POS sales transaction through an iPhone that had a barcode scanner built-into it and a credit card swipe to authorize my brother-in-law's VISA card. I had only heard about this sort of technology, but never actually experienced it first hand. It really made me think about how retail businesses are evolving, and how the transaction at the Point-of-Sale has changed with the wave of mobile devices that permeate our daily lives. Along with this wave of mobile devices comes a plethroa of new retail business opportunities. 

cpmobile resized 600

Efficiency = Greater Customer Satisfaction

When employees have the ability to make the sale and swipe a credit card wherever they are, efficiency throughout the business improves. This efficiency contributes directly to an improved customer shopping experience and overall customer satisfaction.

Another great benefit to mobile pos is the ability to take your store on-the-go. Now, retailers can virtually sell anywhere (on the sidewalk, at a trade show or under a tent, etc). Examples: a Garden Center can now make sales outside in the yard to a retail customer, or scan items as they are being loaded onto a landscapers trailer and charged to their account. The Sporting Goods store can sell running shoes at next week's charity 5K race. The mobility factor is invaluable as it creates a myriad of diverse and new sales opportunities. Even better, some businesses have started taking mobility to the customer side of the equation. Using a mobile app for your business can enable customers to make their purchases before they arrive at the store to pick them up.

Measurable ROI

Another great strengths of utilizing mobile technology is the ease of tracking Return On Investment (ROI). When applying a new campaign or promotion, an owner can examine how effective it is in bringing in additional revenue. For example, a Garden Center using a mobile strategy could implement a spring promotion using text messaging targeted to customers in their customer loyalty program (buy three perennials and get the fourth one free). Retailers can easily check how much revenue is brought in by that specific text message promotion or campaign. 

Marketing Benefits

Mobile POS units in the hands of employees enables them to access product information, store specials and coupons, etc. helping them to make suggestions and recommendations as they interface with the customer. Further, mobile POS is capable of emailing receipts to customers- not only does this speed up the checkout process, but it allows for another opportunity to add the customer email address to your customer database or or sign them up for the customer loyalty program.

Conclusion

Mobile POS allows for additional marketing opportunities, improved sales, easily trackable ROI, and increased business efficiency. Retailers across the globe are in the process of implementing them to increase their bottom line. Hopefully, you'll be able to take more vacations yourself.


Want to learn more about Mobile POS? Download our free brochure on CPMobile, Radiant's proprietary Mobile POS solution!


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Tags: point of sale, pos system, pos, mobile pos, retail

A Brief Introduction to Point of Sale Systems for Retailers

Posted by Matt Veland on Thu, Feb 09, 2012 @ 12:26 PM

Most (if not all) of today's independently owned retailers are familiar with the term “POS” or “Point of Sale System." Some have never heard of a POS System. Maybe you've never actually considered one for your retail business, or maybe you have. Regardless of your POS background, the AMS Retail Team wanted to share with you our thoughts on the modern POS System in a brief overview.

garden center pos

What is a POS System?

At its very simplest, a Point of Sale (POS) System is an upgraded version of the traditional cash register. A POS System generally includes the following components: POS software, computer, monitor, credit card reader, cash drawer, barcode scanner, and receipt printer. It performs all of the same functions of a cash register, but doesn’t stop there. What truly stands out about a POS System is the work it does during and after the transaction. After updating inventory changes in real time and capturing customer information, a POS System really shines in its ability to contribute to the overall efficiency of a retail store.

What are the benefits of having a POS System?

Any respectable POS System will update a retailer’s inventory in real-time. The benefit here is the ability to monitor stock inventory over time, enabling the business owner to optimize their future purchasing decisions. However, the very best POS Systems also have the added ability to connect with customers through integrated email marketing, and the use of built-in customer loyalty programs and customer gift cards, three proven methods of increasing customer purchases and retention. The amount of work an effective POS System does for you is invaluable – it offers a comprehensive and efficient method of running your business that frees up your time for more important tasks. For more POS System benefits, be sure to check out our blog post on the subject.

Is a POS System worth it?

Retailers that implement a Point of Sale System typically see 6% growth. Coupled with the ease of integration, customer interaction, and a smoother day to day model, many of our customers are glad they made the switch. Tal White of White's Old Mill Garden Center, one of our satisfied customers, tell us that his POS system "made [his] business run more efficiently" and that he "couldn't run [his] business without it."

The process of recording the exchange of currency for a product has come a long way. We’d like to think that the POS System is the pinnacle of that evolution. We’ve seen it help retailers time and time again in managing and improving their businesses and their bottom line. Maybe one day you’ll try one out.

 

Curious about something not mentioned here? Have other questions? Feel free to ask us and we’ll gladly oblige.

 

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Tags: point of sale, pos system, pos, garden center pos, green industry, retail