Should you visit just about any clothing store, supermarket, restaurant or the like, you’re sure to encounter an Electronic Point of Sales (EPOS) system almost anywhere. Having become a staple in almost every retail context, these machines do more than just accept card payments and process your transactions. EPOS has become well known for its large database of information, generating keen insights into the inner workings and operations of a business. Storing customer data is also part of this process; an incredibly useful function, especially when one considers designing and implementing email and SMS marketing strategies.
The article below will take a look at some of the more salient features of email and SMS marketing with EPOS software and what exactly companies stand to gain by utilising this feature.
Given that the system records data from each transaction, most companies use this information to implement mass email and SMS marketing campaigns, sending emails or texts containing offers, promos and other kinds of incentives to customers. Sometimes messaging may be targeted and customised to suit certain segments of the customer base, creating a more direct form of marketing communication with the buyer based on purchase history, preferences, and maybe even certain demographic demarcation.
This function makes extinct the need to sift through vast databases of client information and manually compile email lists. It also lessens the need for any detailed or complex analysis on the range of customer data available in order to create more targeted marketing. Given that EPOS systems generate this from the digitised data already available to it, this saves marketing personnel the time and effort to focus more on organising more effective strategies and bringing in more clients. Technology has now allowed for bulk SMS and emails to be sent out from your POS terminal itself, provided a wifi connection is available to connect to.
With statistics highlighting a decrease in UK retail shop closure, it’s clear that businesses mean business. EPOS systems are an essential tool because it enables you to develop personalised marketing strategies rivalling those of multimillion dollar companies. Investing in an EPOS system saves you from having to purchase complex email and SMS marketing software or hardware required to execute targeted marketing campaigns.
With EPOS software in place, you can keep customers informed of the latest promotions, offers, sales and provide them with just the smallest nudge in the right direction. For instance, EPOS used at a salon could be used to send out personalised text messages reminding customers to schedule their next haircut, manicure or any other service they come in regularly for.
These strategies can even be used to bring in new customers, by offering existing customers a discount for referring their friends or family to the business or even for leaving reviews of purchased products online.
Automated text messaging also helps to constantly engage your customers, allowing them to redeem promos offered by texting in codes generated by the business. Subsequent to this, you can further interact with them on the same thread, texting them with vouchers, codes and offers, all of which will prompt them to re-visit or place further orders with your store.
If you prefer sending out mass emails instead, simply ask them to text in their emails if they’re interested in receiving similar information in the future and add that into your database. Your Customer Relationship Management (CRM) software will then automate email messaging with targeted content for the consumers you wish to market to.
As seems self-evident, EPOS systems are clearly geared and well suited for effective marketing strategies. If you’re a small business and are not capable of investing significant sums of money for marketing activities, this is the perfect solution. According to Accenture, 75% of consumers are more likely to buy from a retailer that recognises them by name, recommends options based on past purchases, or is aware of their purchase history. Targeted and personalised campaigns have never been easier and more cost-effective; ensuring your ability to keep your customers coming back for more.
EPOS terminals are a source of valuable customer data; it would seem that business owners would do well to leverage this information in order to boost growth and sales.
Customer retention plays an important part in the future profitability of the business. Learn how you can improve customer retention using SMS and email marketing through an EPOS system.
At eposEx, we are committed to ensuring you get the most out of your business. With EPOS systems this has become a reality, equipping you with the right tools to succeed. Contact us today for more information on how we can help you go the distance.