Point of sale’s role as a transaction-only device is being turned on its head. Retail leaders increasingly view customer satisfaction as the currency that feeds growth, and the POS as the hub of a comprehensive strategy for delivering the messaging and services that foster customer satisfaction, loyalty and increased revenue.
Despite the rising number of promotional and service devices throughout the store, the point of sale remains retailers’ primary point of contact with many customers. As such, the POS presents an important opportunity to learn about and influence customer behavior. Transaction and customer data collected at the POS is the fuel that feeds much of retailers’ outreach and decision-making. And the many components of a retail POS solution offer multiple opportunities to deliver value and messaging.