Point of Sale (POS-Till) with CRM - A winning combination
Manage relationships from the Point of Sale
Often, CRM is discussed in the context of direct marketing, e-commerce, and B2B sales. In these situations, salespeople are generally at a desk or working from a mobile device with CRM data readily accessible. It’s natural to wonder how CRM can work for a retailer, when salespeople are working a sales floor and point of sale (POS) register.
Are these salespeople completely out of the CRM loop, unable to create or access customer data? Fortunately not. POS has come a long way in the past few years. No longer a glorified cash register, POS devices are now networkable, mobile, and fully integratable into a business’ other software solutions.
Benefits of CRM and POS Integration
Looking at the benefits of CRM in the context of POS transactions reveals just how beneficial this combination can be. Putting CRM in the hands of your retail sales staff gives them several key benefits that retail salespeople without CRM don’t enjoy:
Fast Capture: Customer information on everything from shipping addresses to nicknames can be captured at the POS. This data can then be automatically uploaded into the CRM system, making it available to everyone from marketing to management. Contacts management thus becomes extremely simple.
Improved Experiences: With CRM data available on their POS device, salespeople have all of the information they need to improve the customer service to repeat clients. Data on everything from personal tastes to purchase histories is at their fingertips.
Customer Loyalty: The data collected at a POS terminal can help businesses and salespeople identify their most important customer groups. This can help salespeople identify customers who would benefit from loyalty discounts and programs, and those who wouldn’t.
Departmental Synchronization: CRM data created by a POS device is automatically synchronized across all relevant departments. The information is updated in real time, and available from a single CRM platform.
Backend Automation: Without CRM and POS integration, a lot of work goes on after the sale. Things like customer data, sales reporting, and updating marketing lists are all handled manually after the fact. With CRM and POS integration, these tasks occur automatically, in real time.
Consider a few benefits of CRM for small retail stores:
Understanding your customer base: CRM data and basic analytics can distinguish between VIP and casual customers, helping you make important decisions about discounts, pricing levels, and rewards.
Continuity: If you have more than one or two associates, it can be difficult to maintain consistent familiarity and rapport with customers, depending on who’s at the register. CRM will tell your employees what they need to know about a customer so they can call him by name and be aware of special requirements or preferences.
Record-Keeping: A customer needs to return an item they bought last week, but she can’t find her receipt. What do you do? With the software based CRM and Point of Sale, you can pull up the customer’s purchase history by phone number or name, reprint the receipt, and refund the total to her credit card without a hitch.
Target your marketing: Customer information stored in your system can be used to select certain customers for targeted marketing—people who purchased a certain item or who have shopped with you in the past 30 days, for example. You won’t waste time and effort trying to attract unresponsive customers.
Loyalty Tracking: Ever check in at your local coffee shop and the barista tells you there’s a free drink on your account today? Feels good, right? This is another function CRM offers that your basic POS software may not. Get better data about who deserves a reward and when they’re supposed to get it.
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