If you accept payments from customers in any way, you probably already use a point of sale terminal to facilitate their in-store, phone, mail order, or online transactions. Most likely, you are also aware that this is just one of the numerous tasks your POS system can perform to enhance and streamline your operations. One of the lesser-known of these is what is known as point of sale marketing, and it truly can drive traffic and boost sales beyond your wildest expectations.
1. Harness the power of your POS database.
One of your system’s many tools is its database function. This allows you to collect actionable data about your customers — with their permission, of course — that you can then use to build a highly personalized marketing strategy. The key is to incentivize existing and even potential buyers to provide you with details about how to contact them as well as their interests and preferences. Then, by using your POS’s reporting and automated contact abilities, you can send customized newsletters and email messages that inspire buyers to click or come into your store for deals that appeal directly to them.
2. Make the most of your store’s checkout space.
When people are waiting in line to complete purchases, they have nothing else to do but to look around. Take advantage of these minutes by showcasing small “impulse buy” products such as snacks, magazines, and minor accessories. Last-minute merchandise such as batteries, pens, and lighters are also highly popular and lucrative for you as well.
3. Use clear signage to increase awareness and create interest.
Displays are even more effective if people are led to them with clear signage. This can be used to suggest how some of the small impulse products you are featuring will go along with larger purchases or fill a need that a customer may not have even realized they had.
4. Find creative ways to introduce new products.
If you have the space in your store, spark consumer interest by creating a demo or sampling station. This gives people a way to see, touch, and even taste some of the items you want to promote. In many cases, your supplier will be happy to provide you with a sampling station and maybe even complementary products for your customers to try. Just be sure the station does not block lines to the checkout counter.
5. Display a QR code at checkout.
While people are waiting to pay, display a QR code that people can scan with their mobile phones. This allows them to instantly go to your website, social media pages, surveys, or payment portal. These codes are a way to further engage customers who are already positive about your brand.
6. Configure your POS to offer free shipping.
Sites like Amazon and their Prime promotions have accustomed consumers to free shipping. Although it raises your upfront costs, you reap other rewards in the form of customer appreciation and repeat sales.
7. Use your POS to send abandoned cart reminder emails.
The internet is a distracting place. Buyers can be easily diverted and forget they were in the process of a purchase. To jog their memory, send an email about 48 hours after the cart was abandoned with pictures of the items they can still make their own.
Whether you sell in a brick-and-mortar store, online, or both, there is a wealth of marketing strategies that can be generated from the point of sale. Refining your checkout displays and leveraging the power of POS technology can amplify interest and knowledge of your products and encourage the completion of purchases that would probably never have happened otherwise. Put these ideas into practice, and you are sure to capture and maintain customers’ interest and loyalty.
