For any business, information is power. The more information you have — about customers, competitors, products — the better decisions you can make. A good business owner is always looking for ways to gain more information, and for better ways to implement it. One such way to do this is by connecting your Point-of-sale (POS) equipment to your Wi-Fi marketing software.
Wi-Fi Marketing Without POS
Wi-Fi marketing on its own is pretty powerful. Customers come into your location for the offer of free Wi-Fi, and in turn you gather information about who comes into your store. What’s the busiest day of the week? What’s the busiest time of day? How long do customers typically stay within the store before leaving? All of this information and more comes with a good Wi-Fi marketing system, allowing businesses to make smarter decisions about things like operating hours and staffing. Wi-Fi marketing itself provides a wealth of information, but there’s a way to make it even better.
benefits of Connecting To your POS
It’s great to know when customers are visiting your store, but it would be even better if you knew their spending habits. With most Wi-Fi marketing systems, when you connect your POS, you can automatically import sales data. This allows you to calculate things like the:
- Average customer value
- Customer lifetime value
- Sales transaction information for individual customers
Now, rather than just knowing when a person typically visits your store, or how often, you can also learn how much they spend while they are there. All of this is done seamlessly – once a customer makes a transaction, it is instantly added to the database, and is there whenever you want to view the information.
What Can I Do With This Information?
With all of this new data coming in such as customer frequency, popular store times, transaction amounts, you don’t want it to just sit in a database. You want to put this information to good use, and use it to improve your business through marketing. Here are just two examples on how you can do that:
Increase frequency and sales
Let’s say you have two types of customers at your restaurant: One that visits every morning, and only purchases a cup of coffee and another that comes in once a week on a Friday, but always purchases a large meal. You have both customer’s email addresses through your guest Wi-Fi, but each requires unique incentives and marketing messaging. For the first customer, you could let them know about a “buy one get one half off” deal you are having for coffees. The second customer could then get an email about the free cup of coffee that comes with purchases over X amount of dollars. Since these emails are tailored for a more specific type of customer, they are more likely to be effective.
ENCOURAGE REPEAT VISITS
Now let’s say you have a customer who hasn’t been back in a while. You could see what they purchased, and offer a discount on their next purchase, enticing them back. You’ve now brought in a return customer thanks to the information you gathered from your Wi-Fi marketing software and your POS system.
There are plenty of ways to use customer transactions paired with other customer information. However, you can’t implement any of them if you don’t have the proper system in place to collect it. If you have a Wi-Fi marketing system already in place at your business, you are missing out by not connecting it to your POS system. Doing so is fairly easy, and provides you with long term benefits that are sure to improve your business.
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