The Benefits of Consolidating Point of Sale Data

black woman at a dashboard analyzing data consolidating

When a retailer collects information about its customers, the data reveals important statistics, such as what’s popular, the timing of purchases, who’s buying (demographics), and how customers are shopping, i.e., online or in-store.

But the real “secret sauce” comes in the consolidation of data to get one holistic view of the business. 

Data consolidation combines information from different sources into one. Retailers are compiling and analyzing transactions to better inform their product mix and promotions.

Such businesses can more easily obtain a 360-degree view of their customers and avoid data silos, which can lead to inefficient decision-making.

Retail management platforms such as Retail Pro Prism, integrate seamlessly with other retail software in use – like ERP systems, loyalty, analytics, emerging technologies and other solutions – to provide a 360-degree customer view, which allows retailers to make effective use of big data, improve shoppers’ experiences and even predict trends.

Automated Data Consolidating and Decision Making

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A larger retailer can generate tons of data every day, which makes governance complicated and time-consuming. 

Automated data consolidation extracts the data from each source in real-time, transforms it into a consistent-format joint data-set, and loads it into a database. That database can then be used for analytics, monitoring, controlling, evaluating business practices, extracting information, etc.

Data analytics are the next most important step for retailers to get the most out of consolidated data. Retail Pro Decisions converges all your disparate databases, software tools, and other data sources and gives you a visual layouts and feedback you can tailor to your goals.

Consolidating data provides retailers with more control over their data.

The strategy also avoids or eliminates data silos, which helps prevent duplication, errors, and outliers, so data quality improves.

Retail executives can trust the data to make critical decisions that help to inform planning and risk management.

Better Decisions

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Retailers can use consolidated data to make data-driven, evidence-based decisions. For example, by including e-commerce sales data with that of in-store purchases, retailers can get an understanding of omnichannel customer spending and compare it against brick-and-mortar shoppers.

That’s powerful marketing information; considering research shows that omnichannel customers are more profitable. So, promoting in-store shopping to online customers – and vice versa — could pay off handsomely.

In addition to influencing marketing and sales strategy, data consolidation can drive product roadmaps as well as optimize human and capital assets. 

Omnichannel shoppers are engaged and loyal, according to industry research. A recent study reported that customers who purchase across channels tend to purchase more often and spend up to 20 percent more compared with shoppers who buy only in-store.

With OptCulture for Retail Pro, you can understand the data behind both online and in-store transactions, and reach customers wherever they are engaging at the time, whether through a mobile app, text messages, push notifications, emails or digital receipts.

Loyalty and Data Consolidation

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Loyalty programs should be structured to ensure all shoppers benefit equally but should provide incentives to purchase across channels.

The emphasis should be on driving repeat purchases to build long-term engagement, with an emphasis on the ease of cross-channel purchasing.

Data consolidation can help identify which customers are in loyalty programs and who would benefit most from enrollment, point redemption details, and what types of promotions are best suited for the most loyal customers.

By consolidating data, retailers can enhance operations and improve their responsiveness to customers.

Streamlining that information provides a clear, complete view of the customer, which can enhance flexibility, improve inventory, promote loyalty and boost sales.

The Opportunities in Your Data

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You’ve collected and stored all that information. Now it’s time to use it.

One of the great advantages of having an online store is the customer data that can be generated.

In addition to demographics, online reporting can provide insights regarding seasonality, product trends, and customer behavior.

Data Analytics are important and should be applied to every aspect of business to get the most out of the data you collect. Retail Pro collects data from your POS and unifies it with your online data in one view for a complete picture. Customer analytics takes the transactional data collected and crunches those numbers to help make sales, marketing, and product development decisions.

But while many e-commerce retailers use that information to improve customer experience, ironically, online sales data can also be used to help determine where physical stores would thrive.  

Retailers are discovering opportunities to open brick and mortar stores in new markets based on data gathered during the past two years of focus on e-commerce.

Customer profiles informing locations

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Sales reports are chockful of information about markets that have driven online sales, which hints at the possibility of opening physical stores in those locations.

Online retailers use sales data to assess their performance and predict future trends, as well as understand their customers.

Because of their familiarity with data analytics, using customer data for real estate site selection is unsurprising.  Familiar retail brands, including Madison Reed, UntuckIt, and Casper are following the lead of retailers such as Warby Parker and Amazon and opening physical locations.

But there’s more to this science than mapping sites to areas with the most customers. Retailers also need lifestyle information, which is easily determined by their purchase histories.

Once the best customers are identified, businesses can use those profiles to identify where similar consumers live and shop.

The value of each potential customer can be determined for any potential store location.

Creating separate customer profiles for your online and brick-and-mortar customers helps to identify differences in the types of customers each channel attracts. In addition, it will also help determine how many customers in a potential location are likely to shop online versus in-store.

OptCulture for Retail Pro gives you omnichannel abilities in your marketing operations so you can understand the data behind both online and in-store transactions. It also gives you the ability to reach customers wherever their preferred touchpoint is: mobile app, text messages, push notifications, emails or digital receipts.

Future of brick & mortar in omnichannel landscape

store worker loading open trunk with curbside pickup order

Pre-pandemic, retailers were focused on improving eCommerce.

Those ahead of the curve and with physical stores were enhancing their buy online, pickup in-store (“BOPIS”) offerings. Few offered curbside pickup.

Fast forward two years and every retailer – from Main Street USA to the global conglomerates — have changed the way they do business to reduce customer friction.

Omnichannel operations are now necessary to keep up with the fast-changing retail landscape, and Retail Pro Prism makes it easy to achieve and customize the way your business does omnichannel.

Today’s retailers are focused on gathering and analyzing customer data to offer products and services customers want, whether that’s online, in a convenient nearby physical location, or using a combination of both.

Curbside pickup has become an extremely popular method that is unlikely to disappear, and Retail Pro has mobile POS options available on Windows, Apple and Android devices that make it even easier to provide flexibility to shoppers.

In so doing, they’ve blurred the lines between where online retail stops and where in-person shopping begins.

The journeys have converged, and brick and mortar stores have arisen like a Phoenix to become an attractive growth channel.

Get the Omnichannel Word Out to Customers

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Shoppers that use all your retail channels are your most valuable.

The past two years of lockdowns, social distancing, and other restrictions put a damper on in-store shopping.

Even the most exclusive boutiques began offering curbside pickup fueled by fledgling attempts at e-commerce. Larger retailers augmented their omnichannel offerings and promoted their increasingly frictionless experiences.

Retail Pro Prism facilitates seamless omnichannel operations with a complete view of data from both online and in-store in one place.

Now, as the economy opens up, retailers of any size are looking for the best of both worlds: Online customers who shop in-store. In other words, omnichannel customers.

And so, they continue to innovate on e-commerce strategies while attracting customers back into brick and mortar stores.

Rocky times for stores

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The pandemic created an online shopping surge but was difficult for physical stores to navigate.

According to reports, in 2020, more than 8,300 US stores closed, but the following year, that number was down to 5,079. And, according to NBC News, 2021 saw 5,083 stores open.

The challenge lies in being able to connect the dots between the online customers that retailers cultivated during the past two years and their in-store purchases.

Studies have shown that omnichannel shoppers tend to spend more than those who use one channel exclusively, such as online-only customers.

Those who, for example, use an app to browse products, bought online and picked up in-store, or bought in the store and got their purchases shipped are higher-value customers.

While the behavior spans all demographics, it is especially prominent with Millennials and Gen Z.

Promoting omnichannel behavior

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Online customers are a treasure trove of information: Data analytics can provide insights on not only the products they’ve bought but also on what they’ve looked at and put into (and removed from) their baskets.

Retail Pro Decisions compiles data across channels, compiles and analyzes it all for you and displays the findings visually, allowing retailers to easily understand specifics of employees and product performance.

Taking that information and using it to tailor an in-person experience is what differentiates an average in-store experience from an extraordinary one.

Most people actually prefer shopping in-store, according to PwC research. The study found 65 percent of consumers shop in-store to avoid delivery fees, while more than 60 percent enjoy the immediate gratification of in-store shopping. Further, 61 percent said they like trying on the item or seeing it in person before buying it.

Great experiences start with seamless processes. For example, customers appreciate the ability to look up in-store product availability online. To incent online shoppers to visit a store for pickup, make it worth their while by offering a discount or special offer.

Use Analytics

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Analytics can enable businesses to target a customer with the appropriate marketing message at just the right time, according to where he or she is in the buyer’s journey.

Such targeted campaigns have higher conversion rates than generic campaigns.

Predictive analytics can further help identify trends in consumer behavior, ensuring that retailers with omnichannel strategies remain skilled at understanding and responding to their customers’ needs.  

A customer’s journey through online and physical channels must be accurately analyzed and captured to deliver a more personalized shopping experience.

Retailers can also provide a consistently personalized ‘VIP’ experience to each customer with automated marketing with the option for custom dynamic promotions, such as Opt Culture for Retail Pro.

Building Omnichannel across borders with Retail Pro Prism

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Building omnichannel operations for multinational companies requires integrated technology designed for business agility. With the right set of tools, retailers can build their brands across geographic borders and still provide a consistent customer experience.

A successful project must nurture continuous experimentation and collaboration among all partners in the supply chain.

Managing the marketing, planning, and omnichannel operations for dozens, hundreds or even thousands of brands across many countries with numerous points of sale in Asia, South America or Europe is a huge challenge.

Collaboration and experimentation are needed to meet consumers’ rapidly evolving expectations and provide feedback to brand partners on local market preferences and upcoming trends.

Having functioning contacts and support systems in the region that a retailer is expanding to from the beginning makes such expansion much easier. Retail Pro has an expansive network of business partners who provide support in the initial implementation, and in any changes or hiccups throughout their operations.

Omnichannel POS and the customer experience

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Omnichannel POS can support insights-driven experimentation.

To deliver connected customer experiences across digital touchpoints and stores, retailers integrate in-store point of sale (POS) systems, mobile POS, and omnichannel systems to their online stores, as well as their CRM and enterprise resource planning (ERP) systems.

That provides real-time visibility into sales down to the SKU level. Sales managers can strategize with customer-facing associates to develop and monitor the success of customized promotions and bundles for each store.

Customers also need to be a part of the feedback loop. They must trust the retailer, and feel that they have support throughout their journey – the item is in stock, ships quickly, can be returned easily if needed.

That trust often involves the customer providing some personal information to the store, in exchange for a more personalized shopping experience.

With an omnichannel POS system, a retailer can integrate their loyalty and rewards programs with data from their POS, making for a smooth transaction experience and more personalized and engaging customer experience, based on their actual purchase history.

A retailer can present a highly targeted experience if the data gathered is extremely focused.

Retail Pro Prism provides this omnichannel capability and customer experience and offers two loyalty programs – AppCard and OptCulture – for retailers to gain deep insight and create custom, individualized loyalty strategies.

E-commerce capabilities help retailers adapt to local markets as well.

The benefits gained by e-commerce apply to branded ecommerce sites as well as having a presence on online marketplaces such as Lazada, Little red Book, TMall, and Tokopedia.

Multinational omnichannel retailers choose robust software solutions to support its branded ecommerce platforms as well as middleware solutions to integrate systems with ecommerce marketplaces. That provides a solid foundation that lets e-commerce teams work seamlessly and efficiently across brands and marketplaces.

Retail Pro’s accessible API and extensive list of plugins and integrations in the Retail Pro App Market make it easy to integrate data from the POS, inventory and ecommerce.

Automating analytics and marketing in omnichannel

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Standardized and automated back-end systems further boost efficiency.

Omnichannel warehouse and logistics managers automate their processes, from picking and packing, to shipping and final delivery.

A warehouse management system can further help by integrating enterprise resource planning, merchandising, and supply chain solutions.

Finally, business intelligence tools are deployed to deliver relevant insights across the entire enterprise.

BI can quickly generate insights by tracking clearly identified business and customer outcomes and analysts turn them into actions. For example, cross-analyzed data feeds coming from ecommerce marketplaces and social media can help identify small signals in certain product categories.

Retailers using Retail Pro can have access to several tools to help them in analyzing shopper and transaction data, such as Retail Pro Decisions – visual analytics software – and pre-designed reports in Retail Pro Reports. Retailers can use filters to focus on different aspects of their operations, and segments to investigate further on one period

Overall, the retailer is the “face” of the brands they represent, in every country. No matter how disparate the customers are from one location to the next, the retailer ultimately must use all the tools at its disposal to appeal to all, while maintaining a cohesive branding strategy.

Retailers personalize customer journeys by brand to connect with consumers. And brand promises must be aligned with in-market customer experiences, whether that’s online or in-store.

A loyalty program such as OptCulture for Retail Pro that centralizes sales data from customers in-store and ecommerce and gives you multiple avenues to reinforce their experience of your brand and offer automated, personalized marketing.

Let’s Talk About Omnichannel Returns

Female Inventory Manager Shows Digital Tablet Information to a Worker Holding Cardboard Box. In the Background Stock of Parcels with Products Ready for Shipment.

The customer journey may always start with shopping, but it doesn’t necessarily end on a happily-ever-after note. Sometimes, the item just doesn’t meet expectations and the customer makes a return.

The return rate for the retail industry in the U.S. and Canada averages 8% of total sales, according to retail analytics firm The Retail Equation.

Returns are a “reverse logistics problem,” but also a fact of life for retailers, which cost time and money.

Because of that, it seems counter-intuitive to invest in improving the returns process — but it’s absolutely imperative. Having a good returns experience can help retain customers, and gaining a reputation for it can actually attract new shoppers.

It’s estimated that between 25 and 50% of online purchases are currently returned, so making the process simple and convenient is vital.

Retail flexibility for returns is a must in the omnichannel: after all, the customer can buy in any number of channels, so returns should have similar options as well.

In having omnichannel capabilities for customers to make returns, retailers can use the return as an opportunity to immediately offset any costs of returns. The retailer can use clienteling through whatever channel the return process is started; suggesting products in line with the general trends of their purchase history.

With a wealth of plugins available, Retailers can customize their omnichannel operations to offer return processes that are convenient for customers and work seamlessly with their retail and inventory management.

Order Management and the channels for returns

Female seller worker online store holding scanner scanning parcel barcode tag packing ecommerce return post shipping box checking online retail store orders in dropshipping delivery service warehouse.

Once a return happens, being able to make that addition to inventory available soon after receipt increases the opportunity of achieving a full-price sale.

An order management system can provide instant visibility of returning goods, regardless of how they are being returned — to a store, through a courier service or directly to a warehouse.

In addition, having visibility of these items available allows the order management system to develop fulfillment decisions on how and where items should be sold to maximize profits. 

A survey from Inmar found that most shoppers want to return in-store, largely due to the hassle of packing up a return.

Brick and mortars can benefit by enabling in-store returns of online purchases, as that drives store traffic and provides an opportunity to immediately recapture shoppers’ initial expenditures. Approximately 30% of Inmar survey participants said they “usually” or “always” stay in the store and shop with their refund money. 

AppCard for Retail Pro provides a retailer with great tools for building personas for retailers various clients and personalize recommendations for them.

The future of returns and making them easy

A shopper holds up a new dress to decide whether to return it or not.

Some e-commerce retailers such as Amazon make the return experience easy by requiring little to no packaging by the customer, allowing returns in different store locations, including return shipping labels in deliveries, as well as a QR code that can be used at a predetermined courier, which also increases efficiency for the retailer

Returns are an important element of a new online sales cycle: Increasingly, shoppers are employing a “buy and try” approach and they expect sellers to cooperate.

Research has found that much of the returns growth is due to shoppers purchasing more than one of the same or similar products with the intention of keeping one and returning the others.

Retailers must recognize the changing role of returns, understand that they will likely increase rather than decrease due to this new customer mindset, and optimize their processes to adapt and maximize customer satisfaction.

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Scaling Omnichannel Operations for Connected Experiences with Retail Pro Prism

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Customers love retailers with omnichannel strategies. Shopping is on their terms: They can choose the time, the location and – if they change their minds – the way to make the return.

No longer are the channels online stores and brick and mortars; today, a brand can also sell products through pop up storefronts as well as Instagram and Snap Chat.

It’s all about connecting with customers at their convenience.

When retailers give customers the flexibility to choose the way they shop, they are also able to connect and provide personalized promotions and timely recommendations. OptCulture for Retail Pro opens up the ability to create personalized promotions and loyalty programs by unifying customer data across channels.

With so many points of engagement between customers and brands, scaling operations is challenging.

Today’s shoppers don’t consider brick and mortar and online stores separate shopping destinations. Instead, they expect unified experiences across every touch point. Retail Pro Prism makes it possible to offer this convenient, omnichannel buying experience.

Order Management and flexible fulfilment

a woman picks up an order from an omnichannel store with omnichannel operations

Order Management is critical for a holistic commerce strategy. It connects omnichannel demand to omnichannel supply.

Buyers have insight into inventory across all sales channels, accurately and in real time.

Retail store associates, dropshippers, warehouses, distribution centers and third-party fulfillment providers use commerce technology to fill and deliver orders efficiently.

A system that has communication between each channel and allows seamless management of inventory and stock replenishment to take place is important for providing omnichannel and minimizing strain on your supply chain and operations.

Determining the best fulfillment options means finding solutions that shorten the distance to the customer, increase delivery speed, and reduce costs.

The omnichannel model emphasizes shipping from decentralized inventory sources, such as ship-from-store, buy online pick-up in-store, ship from a partner, or drop-ship from a manufacturer.

Making the right decision improves customer service, because delivery is quick, accurate and cost-effective. Ensuring the ‘last mile’ is optimized by collecting the data in a centralized visual analytics tool saves you money, time, and frustrated customers.

In a warehouse fulfillment model, orders are picked using a variety of methods, including discrete, zone, or wave picking or any combination.

Filling orders from a store limits the type of picking that can be done and retailers often use discrete picking and fill one order at a time. The benefit to in-store picking, however, is the proximity to the customer, who may opt for curbside pickup, eliminating shipping charges.

Curbside pickup has its advantages for shoppers in a rush but for retailers, enticing customers inside to make additional purchases has bottom-line benefits.

However, Pick-up-in-store customer personas are different from an online-only or in-store-only customer personas: They want immediate gratification — they can’t or won’t wait for shipping. 

This is a demanding group that generally has little tolerance for friction during pickup. Therefore, clear, precise messaging about when the order will be ready and instructions for pickup are imperative. The pickup process can be made even more streamlined and convenient with Retail Pro Prism mobile POS.

And the pickup purchase process should be quick and easy for customers and employees. Customers’ perceived value of in-store pickup will evaporate if they can find the item on the floor faster.

Inventory management strategies and shipping

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Shipping from the store can get customers their orders delivered more quickly. But other times, the warehouse is closer to the customer.

Having the option to ship from one location or the other is critical for flexibility and to keep customers satisfied.

In-store cycle counting can help by keeping inventory counts up to date and confirmed, so at fulfillment time products are where they are expected to be.

When they aren’t, sometimes items have simply been misplaced: an RFID system can help locate them very quickly. With RIOT RFID for Retail Pro, retailers can locate items out of the line of sight and complete inventory counts in a matter of minutes at an affordable price.

Customers have high expectations of how their shopping experiences should unfold, and retailers have a full plate managing and fulfilling orders while recognizing the unique characteristics of every consumer.

What delights one customer may not work for another. Retailers must be flexible and willing to implement customer feedback to create an efficient, intuitive customer experience that, ultimately, is profitable.

Retail Pro Prism POS gives you the flexibility and customization needed to connect your physical and digital store experience: offer customers fulfillment options, empower associates to order specific products from another store, discover shopper insights, and more.

NRF 2022: Your shoppers have gone omnichannel. Have you?

Your team really stepped up to meet the sudden flux of online shopping during COVID.

Shoppers got the benefit of omnichannel purchasing, but retailers bore the brunt of making it happen – fast, and without actually integrating ecommerce and inventory management system data.

Two years into it though, many retailers are seeing their data disparities grow with an online presence that isn’t integrated to their in-store systems. And the disparities won’t end with COVID.

Streamline omnichannel store experiences with Retail Pro Prism

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  • Take control of omnichannel store operations with flexible Retail Pro Prism POS and retail management software.
  • Unify all your data sources with our accessible API for a complete picture of your shopper’s journey, activity, and preferences
  • Streamline operations needed to support your omnichannel retail environment for more efficient omnichannel operations
  • Act on customer insights from their activity with your brand at every touch point to deliver consistent, relevant omnichannel experiences

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How are you streamlining your omnichannel store experiences? Let's Talk. NRF2022 "RETAIL'S BIG SHOW" Booth #6210 Retail Pro white & blue logo TALK TO US AT NRF in a blue box green, blue and purple hexagonal shapes behind a woman holding a POS tablet smiling up towards the words.

Meet stock availability expectations across channels with Retail Pro Prism

In the shopper’s mind, your website reflects your store, so they look online for stock availability.

Some may complete the purchase online, but others may want to see the products in store first or pick it up as one to-do item on a longer list.

Save your customers from the poor experience of showing up at your store with the website’s promise of having the product they need – only to find that you’re out of stock.

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Unify inventory information across channels with Retail Pro Prism

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  • See inventory in the warehouse, in transit, in the back room, or on the sales floor
  • Update in-store inventory counts online by integrating ecommerce with Retail Pro
  • Keep accurate inventory counts with integrated, affordable RIOT RFID for Retail Pro
  • Leverage in-stock items from your other locations to save every in-store sale

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NRF 2022: Simplifying the omnichannel purchase journey

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Omnichannel is about making it easy for customers to buy from you, get their products from you, and make returns.

A shopper’s purchase journey goes through multiple stages and retailers must think through the omnichannel experience at each phase.

  • PRODUCT RESEARCH PHASE How do the online and in-store experiences complement each other to help shoppers get a tangible feel for the products they’re exploring?
  • PRODUCT PURCHASE PHASE How can we best simplify the path to purchase to win more sales and avoid losing customers due to out of stocks or poor experiences?
  • PRODUCT FULFILLMENT PHASE What are cost-effective ways to get customers what they’ve ordered?
  • PRODUCT RETURN PHASE How can we streamline the omnichannel returns experience for shoppers?

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Streamline omnichannel orders & fulfillment with Retail Pro Prism

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Improve efficiency in operations needed to support your omnichannel retail environment for more efficient omnichannel operations.

  • Connect all points of purchase for efficient order management and fulfillment
  • Execute on BOPIS and curbside pickup with mobile POS
  • Keep accurate inventory counts with integrated, affordable RIOT RFID for Retail Pro
  • See inventory in the warehouse, in transit, in the back room, or on the sales floor

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NRF 2022: Connecting your physical and digital store experience

Building an omnichannel strategy brings up myriad details to think through:

  • Can customers see store stock availability online?
  • Do both e-commerce and in-store purchases score points for loyalty?
  • Can we tap into our inventory sold elsewhere for an in-store endless aisle?
  • What is the process for restocking returns from online purchases?
  • How will we handle picking and fulfillment for orders placed in-store?
  • How do we improve shopper experiences with what we’re learning from our data?

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Retail Pro Prism: Platform POS & retail management technology

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Take control of omnichannel store operations with flexible Retail Pro Prism POS and retail management software.

  • Get total data visibility across the enterprise worldwide
  • Centrally manage and regionally tailor all your subsidiaries and locations
  • Go global with localizations for any world language, currency, and tax structure
  • Dig into integrated POS & ERP data to get the right products to the right stores
  • Empower associates to get answers for customers with lookup and orders on mobile POS
  • Discover shopper insights with unified POS, ecommerce, website, and social media data
  • Act on insight with AI-powered personalized marketing and promotions
  • Get full POS functionality on the desktop or mobile device of your choice

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