{"id":699,"date":"2013-10-25T10:52:21","date_gmt":"2013-10-25T14:52:21","guid":{"rendered":"http:\/\/www.nationaltransaction.com\/credit-card-merchant\/?p=699"},"modified":"2013-10-25T10:52:21","modified_gmt":"2013-10-25T14:52:21","slug":"point-of-sale-mobile-crms-next-battleground","status":"publish","type":"post","link":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/point-of-sale-mobile-crms-next-battleground\/","title":{"rendered":"Point Of Sale: Mobile CRM\u2019s Next Battleground"},"content":{"rendered":"
\"Mobile<\/a>

Credit: Flickr<\/a><\/p><\/div>\n

Some brands have managed to pull themselves together to mobilize their online sites\u2026that\u2019s design them to be visually friendly to mobile users.<\/p>\n

Earlier this month the quick-service restaurant debuted a new item on its menu\u2026the Smoke Brisket Sandwich\u2026with a campaign that involved a number of social media components. Included among those were a game that awards points based on a customer\u2019s tweets, the online challenges he or she wins and the photos uploaded to Instagram.<\/p>\n

It starts with a purchase of the sandwich at an Arby\u2019s outlet. When the customers receives her receipt she takes a picture of it and uploads it to\u00a0 mobile site PunchTab created for the campaign.<\/p>\n

What sets this campaign apart from many others is that it is coordinated at the point of sale.<\/p>\n

For this campaign, PunchTab created\u00a0 mobile Web onto which Arby\u2019s customers upload a receipt. When users make a purchase, they can take a picture of their receipt and submit it via the mobile website. From there, points are dispersed, the players advance\u2026and hopefully, return to Arby\u2019s for more purchases, err, points.<\/p>\n

Helping Business<\/strong><\/p>\n

There\u2019s definitely been a trend in the POS and payments industry to add value offerings by helping businesses better understand their customers. This trend is built on the wealth of transactional data being collected by POS and payments companies, and the goal is to present simplified consumer behavior analyses that can be used by merchants to generate more revenue.<\/p>\n

Looking ahead, more and more retailers will understand the value that capturing this customer data can unlock for this business, and will put the software in place to tap into a customer\u2019s purchase history and thus their preferences.<\/p>\n

Now the focus is on salespeople delivering a personalized experience to customers. The next stage, will focus on extending to individual customers the inside track on new products that will appeal to them and complement or replace things they have previously purchased.<\/p>\n

Pimping Out The POS \u00a0\u00a0\u00a0<\/strong><\/p>\n

Engaging with the customer at the point of sale is hardly a new idea. It certainly is an established practice in traditional brick and mortar operations\u2026think credit card solicitations and offers for loyalty points and cards\u2026as we all as e-commerce sites, where a customer is usually presented with several offers before the checkout is complete.<\/p>\n

Now CRM is making its way into the mobile POS and customers are finding that there are a number of unique benefits to the model.<\/p>\n

In the case of PunchTab, it ties the receipt-scanning functionality that doesn\u2019t require an app\u2026not to mention several other benefits to the system.<\/p>\n

For example, Marketers get greater insight into purchasing behavior because a receipt is usually involved. Consumers are right there and thinking about the campaign\u2026which they wouldn\u2019t necessarily be when they got home to go online, and it is relatively easy system to set up.<\/p>\n

Arby\u2019s for example, has 40 POS systems and because it is a franchise, it requires coordinating with multiple owners. For them, mobile is the best and easiest way to engage with customers at the point of sale.<\/p>\n

Real-Time Offers \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/strong><\/p>\n

Other companies\u2026such as Groupon with its Breadcrumb mobile app\u2026are adding even more advanced CRM capabilities, such as reporting at the mobile point of sale.<\/p>\n

It is a growing trend for all mobile applications and most especially apps in the mobile POS to bring more CRM capabilities into their service platform.<\/p>\n

Eventually, some of these CRM-infused mobile POS systems will be able to make offers in real time to customers based on their purchase at the moment and accumulated knowledge about the preferences of other customers that make similar purchases. Example it might be noted that in 20 percent of all purchases of a particular type of coffee the customer also purchase a biscotti, then the server can offer up the option as a reminder for purchase\/order.<\/p>\n

The example assumes the mobile POS system has access to customer data about purchase and preferences\u2026which is somewhat rare now, but a trend gaining momentum.<\/p>\n","protected":false},"excerpt":{"rendered":"

Some brands have managed to pull themselves together to mobilize their online sites\u2026that\u2019s design them to be visually friendly to<\/p>\n

Continue Reading<\/a><\/div>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[122,264,50,450,31,150,110],"tags":[253,751,156,763,437,392,661,762,761,193,759,747,305,49,756,76,688,75,764,420,754,760,749,38,758,750,757,752,748,753,755],"class_list":["post-699","post","type-post","status-publish","format-standard","hentry","category-credit-card-processing-2","category-e-commerce-m-commerce","category-electronic-payments-2","category-internet-payment-gateway","category-mobile-payments","category-mobile-point-of-sale-2","category-point-of-sale-2","tag-app","tag-awards","tag-brick-and-mortar","tag-crm","tag-customers","tag-data","tag-design","tag-franchise","tag-functionality","tag-mobile","tag-mobile-pos","tag-mobilize","tag-online","tag-payments","tag-payments-industry","tag-point-of-sale","tag-points","tag-pos","tag-purchaseorder","tag-purchases","tag-receipt","tag-receipt-scanning","tag-restaurant","tag-retailers","tag-revenue","tag-social-media","tag-transactional","tag-uploaded","tag-users","tag-web","tag-website"],"_links":{"self":[{"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/posts\/699","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/comments?post=699"}],"version-history":[{"count":3,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/posts\/699\/revisions"}],"predecessor-version":[{"id":717,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/posts\/699\/revisions\/717"}],"wp:attachment":[{"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/media?parent=699"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/categories?post=699"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nationaltransaction.com\/credit-card-merchant\/wp-json\/wp\/v2\/tags?post=699"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}