Or do people flock to your physical location, and your website points them there? The reason I ask is this: Where you make your sales informs your point-of-sale (POS) marketing. If you type in "POS marketing" in Google, most of the search results focus on traditional, physical location POS. POS marketing is about every aspect of the shopper's in-store experience, including layout, appearance, promotions, salespeople, and even the POS system itself. Great marketing will ensure customer don't abandon their cart, that they potentially buy more than what they came for, and that they will come back because of a positive experience. The University of Alabama Birmingham recommends using Big Data for small business. E-Commerce POS Marketing In the e-commerce world, POS is called user experience (UX). Giving the customer what they want will make your POS marketing successful. Analyze your target audience's buying trends, and customize your POS accordingly. Focus on making that value salient, and the product easily accessible.
What’s your focus? Are you all about e-commerce, harnessing the Internet for most of your sales, and with an obligatory storefront? Or do people flock to your physical location, and your website points them there? The reason I ask is this: Where you make your sales informs your point-of-sale (POS) marketing.
If you type in “POS marketing” in Google, most of the search results focus on traditional, physical location POS. But, today, you can’t ignore e-commerce. If you do, you’re missing out on a big piece of pie.
The important thing is to optimize marketing for both e-commerce and traditional POS.
Let’s look at an industry where physical POS is typically the norm. The food industry immediately jumps to mind: People shop for groceries in stores, they dine out at restaurants. But according to Washington State University’s Carson College of Business, food e-commerce is taking off. A quarter of American adults have bought specialty foods online, and meal subscription startup Blue Apron has a $500 million valuation.
For an e-commerce startup, POS is entirely online, turning the traditional definition of POS on its head.
So, the business that optimizes POS marketing for both physical and digital stores will achieve the highest ROI. Let’s take a closer look.
Physical POS Marketing
In an article for MediaPost, Joseph Gelman and Marcus Koch make a fine point when they say, “Marketers should avoid the pitfall of selecting marketing programs based on what has worked in the past.” They recommend customizing POS marketing to each particular location, and aligning it with brand identity.
POS marketing is about every aspect of the shopper’s in-store experience, including layout, appearance, promotions, salespeople, and even the POS system itself. Great marketing will ensure customer don’t abandon their cart, that they potentially buy more than what they came for, and that they will come back because of a positive experience.
It’s important to understand shopper behavior when you’re optimizing in-store marketing. The University of Alabama Birmingham recommends using Big Data for small business. According to research from UAB’s Collat School of Business, data on customer preferences can help you boost sales and loyalty, and help tailor promotions for better results.
Supermarkets use customer data to determine the layout of the store. They segment demographics based on location, analyze data on location-based customer preferences, and then use analysis to determine how to organize the store. But analysis of this sort…
COMMENTS