Often, CRM is discussed in the context of direct marketing, e-commerce, and B2B sales. In these situations, sales people are generally at their desk or working from a mobile device with CRM data readily accessible. It’s natural to wonder how CRM can work for a retailer, when sales people are working on sales floor and point of sale (POS) register.
Are these sales people completely out of the CRM loop, unable to create or access customer data? Fortunately not. POS has come a long way in the past few years. No longer a glorified cash register, POS devices are now networkable, mobile, and fully integratable into other business’ software solutions.
Integrating CRM into your retail POS is a great way to keep your sales people on the front lines of CRM data creation and utilization.
Benefits of CRM and POS Integration
Looking at the benefits of CRM in the context of POS transactions reveals just how beneficial this combination can be. Putting CRM in the hands of your retail sales staff gives them several key benefits that retail salespeople without CRM don’t enjoy:
Fast Capture: Customer information on everything from shipping addresses to nicknames can be captured at the POS. This data can then be automatically uploaded into the CRM system, making it available to everyone from marketing to management.
Improved Experiences: With CRM data available on their POS device, sales people have all of the information they need to improve the customer service to repeat clients. Data on everything from personal tastes to purchase histories is at their fingertips.
Customer Loyalty: The data collected at a POS terminal can help businesses and sales people identify their most important customer groups. This can help salespeople identify customers who would benefit from loyalty discounts and programs, and those who wouldn’t.
Departmental Synchronization: CRM data created by a POS device is automatically synchronized across all relevant departments. The information is updated in real time, and available from a single CRM platform.
Backend Automation: Without CRM and POS integration, a lot of work goes on after the sale. Things like customer data, sales reporting, and updating marketing lists are all handled manually after the fact. With CRM and POS integration, these tasks occur automatically, in real time.