All the elements of your next marketing campaign, audience, product and delivery, can be managed through an EPoS system:
Data capture
Through the likes of promotions, returns, bookings, feedback back forms or ecommerce website baskets and searches, you can build up a useful customer database that can be managed by an EPoS system. All customer data can be stored in a central place and accessed each time you have a relevant offer to promote. Each time a customer makes a purchase or otherwise, this information can be linked to their profile for future use.
E-commerce
Putting your business online can feel like you are running two separate businesses at one time. However, an e-commerce platform can work within an EPoS system, removing the need for separate management. This means that your business figures can be viewed and managed from one central location and will also will be representative of all your selling channels.
Multichannel
Managing a multi channel business and all the selling channels within it can be a struggle, but with an EPoS system all channel stock and sales can be kept in one central location helping you to make informed decisions borne of joined up thinking. You can choose to view data as a whole or by channel, and in addition, with channel specific data, you can run marketing campaigns that are tailored according to how the channel performs. For example, if online activity is low you can create a promotion just for the website orders.
Loyalty card
Many businesses run their customer loyalty programmes through an EPoS system taking advantage of many data capture opportunities. In most cases the customer is provided with a unique card to be scanned with every purchase in order to build up points for redemption later, or on the spot discounts. All loyalty activity can be stored on the EPoS system so you can track your most valuable customers and their requirements and shopping behaviour, such as the food they like to eat or when they are most likely to frequent your business. For example, Tesco’s Clubcard knows what its customers buy and using this information the company can make informed guesses about what else they might buy. This knowledge can then be applied to custom marketing.