When doing digital marketing, it’s easy to get caught up in likes, retweets and subscriptions. All of those are important to some degree, but for retailers, the ultimate goal of digital marketing is simple: to sell more products and increase overall revenue. By integrating marketing efforts with data from the point of sale system, it’s easy to determine what is and isn’t helping meet that goal.
How Retailers Can Use POS Data to Meet Digital Marketing Goals
In order to increase sales and revenue, focus first on the purchasing process. (This is especially relevant for e-commerce, but applies to brick and mortar retailers as well.)
Create a journey map for your customers’ shopping experience, beginning when they learn of your store or a specific product or promotion, and ending after the sale is complete. Identify points in that journey at which you can make marketing efforts more targeted and successful. Can you add a specific call to action, or make an email subject line more enticing? Then, using data from your POS system, track the success of those efforts.
Then, take a close look at your online presence. Whether or not your store uses e-commerce, the website must be clean, informative, and up to date, both in look and content. This is especially important during COVID, when store hours and policies are constantly shifting. Implement customer tutorials to generate trust. Prominently link to other digital marketing efforts, such as social media accounts and your email newsletter sign-up.
Once you have customers’ contact information, stay in touch. Use POS system data to track and understand their purchases, and send them promotions that will appeal to them. If they shop online but don’t complete the transaction, send abandoned cart emails. Include urgency in your emails, alerting customers to low stock or limited-time promotions.
Ultimately, you should use your point of sale system to track every interaction your customers have with your store, either digitally or in-person. Then, use the information you’ve gathered to keep them engaged.
If you need to upgrade your POS system to better align with your digital marketing efforts, contact Retail Tech today!
Retail Tech carries a wide variety of new and refurbished point of sale hardware and equipment. We offer installation and staging, retail POS system repairs, and more. If you need help choosing a hybrid POS solution, contact our POS systems specialists for help finding the perfect point of sale solution for your retail store, restaurant or other small business.