Today’s merchants are more focused on delivering an exceptional customer experience than ever before. At the same time, they are embracing digital tools to help drive greater efficiency to reduce the cost of doing business. Personalisation of the shopping journey is key to attracting and retaining customers, while automation through point-of-sale (POS) systems streamlines operations and provides valuable insights. In the competitive landscape of independent businesses, finding the right balance between personalisation and automation is crucial. By effectively integrating personalisation and automation, merchants can enhance the customer experience and drive growth.
POS Applications Are Transforming the Way Business is Done
One of the keys to balancing personalisation and automation is leveraging the power of customer data. POS systems equipped with customer relationship management (CRM) features allow businesses to gather and view customer information, including transaction history and marketing preferences. This data forms the foundation for personalisation efforts, enabling businesses to tailor their interactions and marketing campaigns based on individual customer needs and preferences. In the digital age, customers are expecting the places they shop to understand them, and provide experiences that meet their demands. Failing to do so could be competitive disadvantage.
Inventory management is another crucial area where balancing personalisation and automation can make a significant impact. Twenty-seven percent of UK SMBs have automated their inventory and distribution processes, which has been essential in adapting to market changes and maintaining business continuity during the pandemic1. Today’s modern just-in-time global supply chain requires that businesses understand their own inventory needs and the ability of their suppliers to provide them. Advanced inventory management apps offer detailed sales reporting, profitability analysis, and barcode management. By automating these processes, businesses can ensure product availability and make personalised recommendations based on customer purchase history. This level of personalisation not only enhances the customer experience, but also increases the chances of repeat purchases and customer loyalty. The more seamless the shopping experience, the more likely customers will keep coming back.
To further build customer loyalty, merchants can leverage loyalty and rewards programs. Apps can provide fully integrated solutions that track customer purchases and preferences, allowing businesses to create tailored loyalty programs. Such programs can offer rewards and incentives designed to meet individual customer preferences, further enhancing the overall customer experience and increase loyalty. Seventy percent of UK consumers are currently members of loyalty programs, and 86% find at least one loyalty program appealing2. When run effectively, loyalty programs are a proven tool for business success.
Another tool for attracting customers and expanding sales is through discounts and coupons. Coupon and discount apps enable businesses to create targeted offers based on customer data. By analysing customer preferences and purchase history, businesses can automatically generate personalised coupons and bundle discounts that resonate with their customers, increasing customer engagement and driving additional sales.
Merchants are always looking for opportunities to expand sales. Upselling and cross-selling are essential strategies for driving revenue growth. Specifically designed apps can boost sales by up to 25% through intelligent upselling and cross-selling techniques. By analysing customer behaviour and purchase history, businesses can automate and personalise recommendations, increasing the average order value and maximising sales opportunities. When customers are offered the right products and services at the right time, the chances of upselling or cross-selling increases.
The final step in the customer journey is the payment. Streamlining the payment process is crucial for ensuring the best customer experience. Apps offer flexible and convenient payment options that can be personalise based on customer preferences. Additionally, apps can simplify the checkout process, making it seamless, which creates a happier customer who is more likely to return.
Striking the Perfect Balance
By integrating these apps and leveraging the capabilities of POS systems, merchants can strike the right balance between personalisation and automation. Utilizing customer data, implementing personalised loyalty programs, automating discounts, optimising upselling and cross-selling efforts, and streamlining the payment process, businesses can create meaningful connections with customers, drive loyalty, and foster sustainable growth.
It's important for merchants to select the apps that align with their specific needs and goals. By embracing personalisation through POS systems, businesses can enhance the overall customer experience, and ultimately achieve success in today's competitive marketplace.
