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CRM and POS: The Dream Team for Targeted Marketing and Sales

May 18, 2015

Gone are the days of using your POS just for processing payments. From articulating sales data to processing mobile payments and managing customer relationships, POS systems serve a variety of purposes. Customer Relationship Management (CRM) systems are being implemented into POS systems everywhere. Traditionally, businesses operate CRM systems by manually inputting customer information, keeping it updated, and making sales reports. With POS system CRM integration, these processes all become automated. Find out how CRM-enabled POS systems mean big benefits for you (your) business.

How CRM Systems and POS Systems Team Up

CRM systems gather information about your customers and turn it into data that can be analyzed for insightful marketing campaigns and other uses. Traditionally, this information had to be manually entered by you or the customer. That’s a lot of work! Everything from inputting names and contact info to generating sales reports was done by hand. These new systems save time and money by automatically extracting data when the customer completes a transaction at the terminal.

Improve Customer Relationships

The whole point of CRM software is to improve your relationship with your customers. These new systems automatically collect buying history data in addition to basic customer info, so you can see what your customers are buying and what they need. Additionally, you can track your customer’s preferences down to minute details like allergies, favorite brands, flavor preferences, and more. This allows you to create highly effective targeted marketing campaigns, customize promotional deals and coupons, and even up-sell products or services right at the terminal.

Build a Better Loyalty Program

One of the best features of CRM systems is their ability to manage loyalty programs. Not only does it collect and store basic information about customers, it also tells you who is most loyal to your business. POS systems manage the front end of these loyalty programs with gift cards and rewards systems built right in. When you add these two together, you have the ability to see the whole picture of your most loyal customers, including who buys the most, trends in which loyalty program signup, and who is unlikely to join.

Manage Your Back Office from the Front Counter

CRM-POS enabled systems automate processes that you use in your back office, which saves you a lot of time and money. In addition to automatically collecting and exporting sales data, they also create reports from this data as well. When you want to generate a sales report, create a record for a customer, or plan a new targeted e-mail list, you can do it all at the POS terminal with relevant updated data.

Cut Down on Messy Database Management

Ongoing database management is a hassle. If you have other employees that are part of the system, it can be confusing to keep everyone on the same page. CRM-POS integrated systems automatically manages all interdepartmental information for you. For example, when a customer completes a transaction at the front counter, the system automatically saves and sends customer and sales info to one place. Your database management team can access this from anywhere. They don’t have to go digging around for the information they need, and you don’t have to worry about losing valuable data in the process.

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