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14/09/2009 -
The benefits of accepting credit cards and debit cards no longer remain in the realm of sales and checkout efficiency - the latest trend in point-of-sale (POS) technology involves integrating customer relationship management, according to Inside Retailing Magazine.The latest generation of POS terminals allows integration with customer loyalty programs and similar marketing strategies, the magazine reported.
For example, in the case of merchants that have loyalty programs, a customer that pays for a purchase will be recognized by the system based on their loyalty level and will receive discounts or incentives automatically.
"What you need is that all customer contact points be integrated, so that if a customer comes into the store or buys online, you recognize that customer," Graeme Bergmeier, director of operations for Micros Retail Asia Pacific, told the magazine. "If they have a loyalty program with you it should apply equally in-store or online. If they bought it online they can return it in the store and if they have a gift card they can use it in both locations."
Businesses interested in updating their POS terminals are encouraged to do their research with payment processing providers, as not all providers are created equal - some charge higher rates than others, while some offer free updates to maintain PCI compliance.
