The power of POS
In the highly competitive grocery environment, supermarkets are using a range of tools to attract and retain more shoppers – one of these is the loyalty scheme.
The data generated by shoppers signed up to a loyalty scheme can inform decision making and improve the customer experience. According to a survey by YouGov, 65% of the UK adult population belongs to a supermarket loyalty scheme. This represents a vast amount of data which can be tapped into for marketing campaigns and special offers, coupons and promotions.
Grocers can take advantage of this opportunity by using their point of sale systems, gathering data about customers and returning offers based on that information before the customer leaves the till.
Using anonymised data that is linked in the back end to a specific series of coupons, customers can be given a number of targeted offers over time. This can include offers based on what’s in the basket, promotions on new or complementary products or discounts on historically purchased products.
For example, if the first offer in the journey is a discount on a product in the basket, once it is redeemed at the PoS that data is used to generate the next offer. The technology processes the data gathered in real time (spend, basket contents and frequency of shop) to generate more relevant offers for the customer. The final offer could be a call to action to join the grocer’s loyalty scheme.
There’s no doubt that data plays a huge role in retail, but its value isn’t confined to loyalty schemes. There is tremendous opportunity out there for grocers when it comes to non-loyalty shoppers – all that’s needed is the right technology.