Point-of-sale systems help understand in-store and online customer demand. But limiting analysis to on-site customer behavior is half the picture.
The customers’ digital activity leading up to the site visit is critical in understanding customer expectations and their alignment with marketing.
A better understanding not only leads to a better use of the marketing budget but also to higher foot traffic and higher order values through personalization.
As we wrote in our latest blogs on Point of Sale Data Analysis and POS analytics, while many retailers capture such data using POS machines, not many know what to do with it.
What’s more, on many occasions, there is a disconnect between the digital signals a consumer leaves behind while shopping Online and their shopping patterns in physical stores.
This is where Express Analytics comes in.
POS Data and the Analytical Customer Data Platform
Express Analytics has been at the forefront of integrating store POS data with shoppers’ digital footprints.
This Lightspeed Retail POS integration occurs in the analytical customer data platform. Sales data collected from a POS system, including information on what was sold, when it was sold, and how much was sold.
The key to bridging the digital-physical divide is to use the customers’ device information to link the in-store activity to the digital breadcrumbs preceding the store visit.
The EA team attended the “RC Show 2022“ in Toronto held between May 9 and 11, 2022, where, among the list of partners, it visited the Lightspeed POS counter. There, we learned about the new Lightspeed POS K-series.
We share our thoughts on the perceived improvements, in relevance to bridging the digital–physical divide.
A Few Reasons Why This Upgrade Matters:
In its interaction with the Lightspeed team, our team observed three significant areas of improvement:
- The POS order screen was significantly improved from previous versions.
- There was a deeper focus on analytics, with several reports made available directly through the app interface
- The scanner was also an upgrade and could read more details from loyalty identifiers and promotions.
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Benefits of Integrating Point of Sales Data into CDP
The upgraded scanner brings some added benefits in integrating point of sales data into the customer data platform :
Get detailed tracking for shoppers from online marketing through to on-site purchases, through to post-purchase reviews
Understand the in-store sales attribution to marketing drivers.
Take ownership of customer information away from delivery apps like SkipTheDishes or Uber Eats.
If you are a retailer or vendor with both a real-world and digital presence and want to know how to create a seamless experience from online to in-store, fill out this form to get in touch with our experts.
