Su Kai, the founder of the intelligent pos originator, recently interviewed by reporters and shared with us the idea that smart POS replaces traditional POS. This product iteration is not only a functional subversion, but also a sticky remodeling of POS brand.
Su Kai said: "Traditional POS only has a collection function, and the value of use is not enough to maintain loyalty. Therefore, it is vulnerable to the replacement of smart POS. Smart POS is a business in the three dimensions of marketing, messaging and data. Providing great value services, so merchants are very sticky after using smart POS. In fact, smart POS is sticky."
Marketing stickiness
Smart POS can help businesses conduct efficient and accurate secondary marketing. Merchants can complete the collection through smart POS, which can establish the connection between the public number and the consumer, realize user precipitation and information connection; on this basis, the merchant can use various electronic card coupon service, public number service and other means. Accurate secondary marketing to achieve mutual guidance between users online and offline. Compared with the group buying model of “heavy platform light merchants†consumer relationship, the “pay-as-you-go†approach of smart POS has great value, so smart POS is very sticky to merchants.
Taking the actual merchants of Palms as an example, Jingkelong Shangchao will carry out promotional discounts before the anniversary celebration. The single store will increase the powder of the WeChat public account by nearly 100,000 through the palm of the store, and then distribute the electronic card coupons and preferential information online. Accurately guiding consumers to make a second purchase has finally made the anniversary of the marketing scale unprecedented, and the operating income has tripled.
Message stickiness
Smart POS can help merchants manage messages. Smart POS is a converged platform that can integrate third-party applications such as ordering, group buying, and take-out. Therefore, messages from WeChat public number, take-out orders, reservations, etc. can be managed in a unified manner.
The aggregation management of such messages not only saves the merchants the cost of ordering and ordering systems, but also greatly simplifies the message management process and greatly saves manpower. Therefore, for merchants, intelligent POS system with integrated message management and operation is an indispensable information management tool.
Data stickiness
Smart POS can help merchants to analyze and mine data, and better adjust marketing and even business strategies. The traditional POS data recording method is backward, and there is no data platform at all. Smart POS, which matches the needs of merchants, can not only record transaction data, identify the identity of consumers, establish connections, but also record data and information generated by subsequent marketing and communication.
Based on the diversified and comprehensive data analysis and mining services provided by intelligent POS, merchants can better understand consumers' demands and preferences, adjust marketing strategies and even business direction in a timely manner. This is an unparalleled advantage of traditional POS, and it is also a smart POS. An important part of stickiness.
Smart POS provides the ability of consumers to serve consumers, and weighs the indestructible value chain from the three dimensions of marketing, messaging and data. Therefore, smart POS is very valuable and sticky to merchants. The competition between smart POS vendors is actually the competition of products: the more valuable the products are to the merchants, the stronger the stickiness, the more stable the market position of the products, and the broader the development prospects of the products.
What does this mean for smart POS practitioners? Su Kai is so analyzed:
(1) Service ability is king
The use value of smart POS is reflected in helping merchants to serve consumers well. However, the needs of end consumers are becoming more diversified and personalized. Domestic 60 million offline merchants must meet different levels of consumer demand, and consumer appeals from all walks of life vary widely, which makes the service capabilities of smart POS become market competition. An important factor. Whether smart POS has industry adaptability, whether it can provide more specialized services in specific areas, determines the firm's stickyness to smart POS.
(2) Data is the core
The amount of data is the only measure of smart POS stickiness, and the amount of data is proportional to stickiness. The lower the amount of data used by merchants to use smart POS transactions, card coupons, and orders, the lower the frequency of use of smart POS by merchants, and the lack of product stickiness. The smart POS with insufficient viscosity is just a “pseudo-intelligent POSâ€, which can not provide data services for merchants, nor can it enable intelligent POS enterprises to analyze and mine data.
(3) Diversified profit is the development direction
Profitability is the basis and driving force for promotion and service of intelligent POS enterprises. Compared with traditional POS, it can only earn income on machine tools and distribution. The versatility of smart POS with sticky use will undoubtedly have more imagination. It will provide value-added services for business operations through diversified services. Marketing value-added and financial value-added will be the next development direction of smart POS, and also the profit point of the future smart POS and the driving force of industry development.
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