Consumers are constantly looking for more personalized communications from their favorite brands these days, as this makes them feel appreciated and valued. In the past, businesses had to rely on outdated methods to gather customer details and make interactions more personal. But thanks to the emergence of new point of sale technology, companies can now collect a variety of information from patrons and use it to improve their retention and loyalty programs through enhanced communications.

However, just because these POS solutions give merchants the ability to effectively store various details about shoppers doesn't mean that businesses don't have to ensure that all of that information is accurate. In fact, it is now increasingly vital that retailers keep track of this data and review it frequently to make sure it is correct. Making this a regular task can result in more personalized communications, and in turn, higher customer retention.

Collect email at POS for ultimate success
When processing transactions both in stores and online, retailers collect a variety of information from consumers – credit card numbers, name and address, among other details. For the most part, this data is used for purchasing procedures, but by collecting and storing the information, companies can ensure they are effectively leveraging these details to enhance consumer communications.

In an article for The Drum, James Murray writes it is crucial that merchants gather the correct data at point of sale, and this can be accomplished in several ways. Murray recommends that businesses ask shoppers to verify their email address, names and other details, either in brick-and-mortar locations or on websites.

Then, the author notes, companies have this information stored in their systems and they know it is accurate. This means that any in-store interactions or messages sent via email contain relevant information that makes customers feel valued. Murray states that ensuring data accuracy is one way that businesses can convert a first-time shopper into a loyal patron.

Choose the right POS system
Of course, to maintain all of this necessary information and to make communications more personalized, companies will want to be sure they choose the right point of sale systems that can collect and store consumer data. Implementing a solution that manages both store operations and web platforms gives merchants a tool that contains all of the information they need to develop successful strategies, whether it be for personalized interactions, better marketing or improved inventory processes, among other factors.