Omnichannel PoS – the secret to CX success
PoS is one of digital transformation’s most-overlooked success stories. Thanks to their rapid evolution from simple order processing to becoming the power behind today’s multi-functional hubs for businesses across all industries, PoS platforms now offer a wide range of essential features and functionalities from workflow to CRM and inventory management. Getting PoS right can revolutionise the retail experience – here are three top tips.
Customer choice is key
Today’s customers, their experiences tempered by a raft of restrictions on their behaviour from the pandemic to the knock-on effect of lorry driver and product shortages, expect flexibility from retailers. Seasoned at shopping both online and in store, they want the full range of options to be open to them, no matter when, where or how they choose to shop.
And that means more than just having the option to buy online or check out at a physical till – they need to be able to:
- Make the decision to buy there and then, whether they’re online, or having a
- Have the option to make the decision later and seamlessly complete their purchase at home
- Be able to make a remote payment if they choose to use an email link
Your PoS platform should be flexible enough to handle each of these requirements easily – built-in choice for customers is fundamental to delivering excellent service.
Recognise the importance of attribution
One of the most-cited barriers to introducing omnichannel services is lack of attribution – a sale set up by a store associate then completed by the customer at home is all too often credited to the online channel, much to the frustration of the person on the shop floor who did all the work to secure the sale.
As Retail Dive highlighted, ‘omnichannel practices potentially [create] tensions with associates concerned they’re losing pay to online sales despite brick and mortar stores’ increasing influence on them.’
And the Wharton School’s Professor Santiago Gallino, who specialises in digital transformation, backed this up by sharing his view that associates on commission may be less incentivised to assist in-store shoppers if they think they will later go online to make the purchase: ‘The moment when that link [in customer experience] is broken, the sales rep may lose the incentive to be helpful and pay attention to a customers’ needs.’
Alleviating that frustration by attributing each sale to the correct channel and store associate can go a long way to improving employee engagement and satisfaction – if you have the right omnichannel PoS system, it’s a quick and easy win.
Don’t underestimate the power of PoS
It’s very easy to focus on slick new tech that showcases the brand and delivers on the more front-of-house marketing and sales objectives, but retailers should never underestimate PoS’ power to elevate the customer experience. Beautiful-looking customer-facing apps and immersive in-store experiences may give a great first impression, but customers will soon abandon their experience if the back office processes aren’t working efficiently. That means getting stock management, order and payment processing right so that shopping is as seamless and hassle-free as possible.
The pay-off is increased sales and improved customer loyalty – as PWC discovered, around 86% of customers will pay more if their experience is seamless from browsing and choosing a product right through to being given options for how they would like to pay.
While the omnichannel PoS landscape is vast and at times can seem complex, these three points will provide you with a framework for building your business case and setting up your transformation strategy for long-term success.
With a background in marketing and psychology, Emma Newman is a talented Head of Client Success who has worked with high-profile clients across the retail spectrum. Much in demand as a customer experience expert, she has been instrumental in building customer-focused strategies for a number of leading brands.