NCR Counterpoint Blog

CX Marketing: From Concept to POS Part 2

Posted by Weaver Ellard on Oct 3, 2017 10:59:48 AM

It's About Connection

Seamlessly integrating the front of house with the back end of the store enables you to organize your store around the customer’s buying journey. A strong POS system will work to transform you store.

“You’ve got to start with the customer experience and work
back toward the technology, not the other way around.”

- Steve Jobs

Inventory Management

The goal is that you will have the right items available when your customer is ready to buy.

Keeping an accurate physical count of items is imperative. You need to be sure that your POS system allows you to freeze some inventory for physical counts and checks.

That being said, an effective inventory management solution does far more than keep count of your items. Use a system that allows you to track all of the information you need to know: multiple pricing options, taxes, groups / sub-groupings of products along with the bundling of items. If you have multiple locations, be sure your system enables you to transfer merchandise.

Overall be sure that you have instant access to reports: both current and historical to empower you to make the right buying choices for your customers.

 

Adaptable Point of Sale

The goal is for the customer to have an easy time making their purchase. Additionally, this means that the staff’s experience must be seamless too.

Your business is unique and your customers are attracted to that. Using a touchscreen point of sale solution that does not adapt to your store's needs makes the overall experience less rewarding. Think of their journey, of how the ease of their experience should drive your choices. Like with other 'standard' technologies, your point of sale can be do so much more than only receiving payments or processing returns - it can work to improve the customer's journey.

Make the process easier on customers and employees. Be sure you're able to perform functions such as placing items on layaway, or making payments towards that order all from your point of sale. Busier establishments may have orders coming in through multiple channels. You need to keep each customer happy no matter how they're coming your way. Order management creates a task oriented workflow that will enable staff to keep the process moving smoothly for each of your customers.

 

Automated Purchasing

The goal is to have the customer find the inventory they need without sorting through piles of unwanted inventory.

Keeping the front of the house stocked is another one of those deceptively simple sounding functions. Yes, set up your vendors and all the requirements you need to make re-ordering simple but like with these other functions, there is more to it when focusing on the customer.

Use a system that gives you data-driven purchasing advice. Work with customer-specific purchasing options by reviewing open orders and automatically purchase what you need to keep those customers happy. Review the data and reports yourself and replenish your stock based on a reliable forecast. Don't forget to look for a system that is adjustable too: a robust system that's out of date won't give you the information you need.

 

Robust and Flexible Reporting

The goal is to keep up with your customers evolving needs and turn them into advocates for your store and the products you carry.

You know your customers. You know your store. Using in-depth reporting you can help connect the relationships the first has with the later and look for ways to improve the experience. Successful customers become Advocates and are more likely to keep coming back, bringing more business with them. Review your Daily Point of Sale Reports to see what departments or employees are performing the best. Review the inventory reports to check on the turn rate of the items you're regularly keeping in stock, and maybe a few you're not. Take advantage of a Merchandise Analysis report to see how products are performing: from simple hot/cold analysis based on turn rate, to product by vendor comparisons.

You already know a lot of the equation. Now you need the data to help you cultivate that information into repeatable results.

 

Marketing Features

The goal is to keep the channels of communication with your customers open and positive, especially between visits.

Keep talking to your clients even after they leave the store. An email marketing plan that segments your current customers (never a list) by their own purchase history and preference can be a way to remain active with your customers between visits to your store. Loyalty incentives, new product information, and announcements that 'that hard to get item' is in stock at Your store can be powerful ways to communicate. The targeting to their wants and needs build that personalized interaction that is the cornerstone of CX marketing.

Counterpoint can make that Transformation Painless

Our goal is to empower you, our customer, to build the best experience for each of your customers. Our technology follows and adapts to your needs.

CX Marketing is at the root of all of the functionality we have built into our system. LIke the quote from Steve Jobs, we’ve built the technology to meet the needs of you and your customers. Our flexible solution can meet all of these needs while adapting to your specific requirements; now and looking ahead.

View one of our Live Webinars to learn more and stay tuned for the next chapters in our discussion about CX Marketing that will cover Our Ongoing Support of Retailers throughout Customer's Journey & insights as how to to mine through data they have.

Topics: marketing, point of sale, small business, business obstacles, bottom line