Companies are using POS systems with loyalty services to boost customer satisfaction.
Companies invest in new POS systems to boost loyalty
June 15, 2012
Companies are now adding retail technology to their customer service and loyalty strategies. While some brands are upgrading to cutting-edge POS systems, others are investing in credit card processing machines that integrate loyalty programs.
Consumers are gaining interest in using new payment technology as it emerges to make transactions more convenient and efficient. In order to stay ahead of the curve, businesses across the gamut of the retail and restaurant industries are implementing a variety of systems that best suit their brands' needs.
Mobile credit card machines
High-end retailer Perry Ellis International recently made the decision to adopt a mobile POS system. The company is banking on the added mobility of using handheld, wireless devices, which can conduct transactions to provide customers with better shopping experiences.
"Innovation is something Perry Ellis has always been known for, so the adoption of mobile selling in our stores is a natural evolution for our brand," said Luis Paez, CIO of Perry Ellis. "Our clients expect something different when they walk in and our goal is to use mobile to deliver an exceptional, unique customer experience that will keep them coming back."
POS systems with built-in loyalty redemption
Another way to boost customer satisfaction with just the swipe of a card is to incorporate a loyalty rewards program into the terminal, as local business magazine Street Fight explains. Flash sale sites have driven ecommerce spending, and daily deal offers have gained widespread popularity. Both of these trends have led to the development of numerous loyalty-integrated POS systems, the source reports. There are systems, for example, that use cloud-based storage and include loyalty programs, while other hardwired terminals can incorporate existing external programs.
As another value-added service, advanced terminals can sometimes harness customers' sales data. This can help businesses identify times when they are over- or understaffed, as well as products that are popular among different consumer demographics.
Terminals that accept mobile payments
Other businesses are striving to be the first to accept mobile payments. Different than mobile POS terminals, these card readers are stationary and can facilitate payments made with a mobile phone. Burger King recently announced that it was deploying one form of this technology in 50 locations as part of a pilot program. Ideally, the systems will allow consumers to swipe their phones past a reader, reducing the friction that exists in the current payment infrastructure.
"We are pleased to collaborate with Burger King on this new program because it frees BK restaurant customers of the burden of carrying plastic," said Rocco Fabiano, president for Firethorn Mobile.