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Point of sale terminals and digital marketing help retailers better understand shoppers

March 11, 2014

Digitized mobile point of sale terminals allow employees to conduct transactions and sell products anywhere on a store's floor, and mobile credit card payment processing pages can allow a retailer to sell products to consumers who are using their mobile devices.

Digitized mobile point of sale terminals allow employees to conduct transactions and sell products anywhere on a store’s floor, and mobile credit card payment processing pages can allow a retailer to sell products to consumers who are using their mobile devices. However, these devices and programs also allow for more brand improvement, and can allow a company to better understand its shoppers via personalization services and data tracking. 

Ryan Bonifacino, vice president of digital strategy at Alex and Ani, recently explained that his company is making use of data ad metrics to create personalization across platforms and channels – including in-store, where his associates are able to pull customer data to help improve the in-store shopping experience. Mobile Commerce Daily detailed his company’s approach, which aims to tie personalization services into an omnichannel solution.

“Our approach to personalization goes well beyond the on-site experience,” said Bonifacino, according to Mobile Commerce Daily. “It goes on to Facebook, Twitter, top-of-funnel display, targeting and so on. We’re generating customers from all sorts of areas … So how can we take that data and not only leverage it to power on-site personalization experiences, but how do we create a halo effect with our retargeting and how do we capture information at the awareness level?”

According to the Mobile Commerce Daily report, the company places pixels in e-reciepts distributed after credit card processing transactions. These pixels allow them to track consumer preferences across different shopping channels.

Alex and Ani isn’t the only company betting on personalization and cross-channel transactions to boost their revenue. Another Mobile Commerce Daily report recently detailed how McDonald’s was able to achieve a significantly high offer redemption rate – 65 percent – by distributing its latest coupon offers via mobile devices instead of only via print.

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