Retailers can now track the behaviour of regular customers and offer personalised promotions for smarter engagement over time, thanks to Retail Intelligence, a new service from Electronic Point of Sales (EPOS) specialist CSY Retail Systems.
"In a competitive market, forward-thinking retailers want to build upon their success and maintain their edge. We've developed Retail Intelligence to help them encourage their existing customers to visit more often and spend more each time," says Ross Pierrepont, Managing Director of CSY.
"Retail intelligence links together a customer's loyalty card scheme with the data stored on CSY's Vector EPOS system. Every transaction is logged, giving the store an amazing insight into the frequency of visits, what products they buy and also what they're not buying by highlighting any departments where they never make a purchase.
"From this, we can create profiles of groups with shared behaviour – for example, anybody who never visits the café in a garden centre, or who hasn't bought anything during the last month. The store can then send tailored promotions to encourage them to try something new, whether that's a free cup of tea or 10 percent off their next purchase.
"Retail intelligence has been developed to work alongside Mailchimp, the leading email marketing software package, and Microsoft Word. This makes it easy to send the promotion by email or letter.
"Every promotion includes a personalised barcode that's brought to the store and scanned to redeem the offer. This delivers real intelligence on the success of the promotion. We've added powerful reporting tools so stores can now see which items each person bought, or measure how much the overall spend of the whole group has gone up.
"A year in development, we have tested Retail Intelligence with several customers in different retail sectors. The feedback has been amazing, and we see this as the next step for retailers to improve the relationships they have with existing customers.