One of the biggest trends in modern consumerism is a focus back on local. Consumers want to know that they are benefiting their community and the planet in some way with their purchasing decisions.
This can mean favoring locally sourced meat and vegetables or frequenting the locally-owned coffee shops and restaurants. Whatever the case, it is vital that merchants begin to position themselves within the local conversation.
Whether a merchant has a true mom and pop operation or a locally owned franchise location, the Point of Sale is the center of their commercial universe. And with the addition of more and more marketing integrations it’s becoming important for Point of Sale developers to recognize the methods through which they can start to help merchants begin to have relevant and meaningful communications with customers.
Here are a few simple ways, with the right integrations, a point of sale can start to bring some personalization to their local merchants’ marketing efforts.
1. Automated Emails –
The Point of Sale is the central hub of the business, collecting and storing enormous amounts of data which may include customer name, email address, date of last purchase and item last purchased. With that data alone, a powerful marketing strategy begins to emerge. The Welcome Email. That first visit is a vital one to the future relationship between merchant and customer, and a little appreciation can go a long way. Helping a merchant establish a quality automated welcome message (triggered by an initial purchase) along with a relevant offer to show appreciation, can mean the difference between a one-time drop-in and a new, life-long relationship.
2. Local Testimonials –
The more goodwill a merchant can build around the business name the better off they will be. Unfortunately, happy customers don’t always feel compelled to leave a positive review. Again, this is where the Point of Sale can become a valuable tool. By automatically triggering a survey each time a customer makes a purchase (and being sure to set a limit of one per customer) merchants can make it easy for their happy customers to give relevant and positive feedback. This can also create a more private forum for addressing negative reviews before they make it onto social platforms.
3. Local Appreciation –
Finally a large part of building a reputation as a local business lies in showing appreciation for the local customer base. By building out a locals’ appreciation discount model within the Point of Sale and connecting that to an automated marketing platform merchants can start to engage “local” customers in a more personalized way and build a reputation as a locals-friendly business.
A powerful integration to a robust marketing tool that learns and runs off the data gathered within the Point of Sale can be a huge asset to a Point of Sale System and can provide tremendous value to the service already offered to small and medium businesses trying to succeed in a competitive local market.