The biggest mistake I see retail stores doing everyday with their POS
One of the biggest mistakes I see retail businesses make today with their point of sale is to not record sales history against the customer.
What I do see is retails stores recording their sales using customer 'Cash Sale'. What this means is that you do not have a record of what the customer likes to purchase and their contact details so that you can better serve them and market directly towards them.
So how can I use my point of sale system as a data segmentation tool?
It is as simple as recording as many sales against the customers record rather than as a cash sale. To do this you need to incentivise your customers to identify who they are. The best way to do this is with a loyalty program. This way the customer shows their card and you can scan it and then record the sales history against their record.
Now you have this data the next step is using this information to run targeted marketing campaigns. Stay tuned for my next blog entry on how to run a targeted marketing campaign from your point of sale (POS) system.
