Written By: eyos Marketing | Last Updated: February 2023
The success of automated marketing strategies relies on the quality of the data they’re based on.
There are many ways in which brands can gather data to boost their marketing capabilities, but one of the most efficient ways of doing so is through POS.
In this article, we’ll explain how POS data can drive improvements in retail marketing automation, to deliver the true omnichannel experience that customers are looking for.
What is POS Data?
When we talk about POS, we mean point-of-sale. Also sometimes known as point-of-purchase, this term refers to the time and place where a retail transaction is completed. Typically, this happens at checkout, but it can also happen anywhere in a store if staff are equipped with mobile POS devices.
POS data refers to any information collected during a transaction, no matter where it happens. Brands looking to maximise their omnichannel marketing capabilities can do so by utilising such data and ensuring that it automatically feeds into marketing software designed to read and analyse it in real-time.
POS data includes everything from inventory levels to data on customer preferences and buying habits. In terms of marketing opportunities, its potential is unparalleled.
Is Automation a Smarter Way to Optimise Marketing?
Ambitious brands are always looking for new ways to outsmart their competitors and captivate their target markets. Marketing professionals have plenty of smart ways of doing so, but few can rival automation in terms of their capabilities.
Automation opens the door to endless opportunities for marketing teams. Through the smart use of data-driven insights, teams can rapidly improve the customer experience they offer. Marketers have the ability to segment data and create a truly personalised experience for every customer, using automated promotions and offer to grab their attention and keep hold of it.
Not only does automation allow brands to explore brand new marketing opportunities, but it also enables them to do so at scale. When processes are automated, staff have more time to focus on issues that require a human touch.
They’re also more able to optimise processes throughout the buying journey, eliminating any obstacles that customers might come up against along the way.
What Are the Benefits of Automation in Retail?
Automation has already proved enormously beneficial in retail experiences. And as technology develops the advantages of automation are growing ever more powerful. Take a look at some of the key reasons to explore automation to improve customer experiences.
Drive Engagement and Loyalty at Scale
Automation allows teams to drive engagement and loyalty at scale. By focusing on the bigger picture, marketing teams can put strategies in place to rapidly improve engagement levels and power up retention rates.
Optimise Marketing Campaigns
Marketing campaigns are only ever as good as the data that drives them. Automation allows teams to make full use of invaluable data, to create intelligent campaigns designed with customers’ preferences in mind. Brands can use automation to explore personalisation opportunities and deliver highly targeted marketing campaigns every time.
Deliver Relevant Messaging to Customers
The more relevant a message is to the customer receiving it, the more likely it is to be picked up and acted upon. Automation allows brands to personalise messaging, to ensure that the right campaigns reach the right customers.
This rapidly increases the success rates of marketing campaigns, maximising ROI without increasing the workload of in-house marketing teams.
How to Boost Retail Marketing Automation Sales
Automation has the potential to significantly increase retail sales. It’s just a case of knowing what it’s capable of and understanding how to make full use of it.
Take a look at our quick guide to boosting retail marketing automation sales to get started.
Plan a Strategy
Begin by planning your strategy. Consider what you hope to achieve through this marketing strategy, ensuring that you have a clear set of goals that will help your team understand how successful the strategy has been.
Personalise the Strategy
Start to personalise your marketing strategy. Segment customer data to establish the particular preferences and pain points of different groups. Think about how you can use personalisation to ensure that customers always receive messaging that they feel is relevant and useful.
Create a Seamless Customer Experience
Optimise your customer experience. Analyse existing customer journeys to identify any areas requiring immediate attention.
Look out for particular points of the journey where interested customers might appear to change their minds, then consider how you might be able to streamline the journey by developing a smarter, easy-to-navigate omnichannel experience.
Use POS Data to Make Decisions
Now it’s time to make use of your POS data. Analyse data gathered through POS devices to learn as much as possible about your current customers.
POS data always has a huge amount to tell us about how customers shop, it’s just a case of analysing it to reveal the insights it holds. Base any strategy decisions you make on real data to ensure that every single one is fully informed and likely to succeed.
Get Advice on POS Data
At eyos, we provide retail software solutions that enable brands to identify in-store customers through digital receipts, connecting 100% of in-store transactions to any platform they use in real-time.
Retailers worldwide use eyos retail software to identify in-store customers through digital receipts, collecting the data they need to optimise retail experiences. Find out more at eyos retail.