Integrating multiple payment gateways can help avoid losing consumers at the last stage of a purchas

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 21, 2020, 3:31 PM UTC

Lack of enough payment options can cause brands to lose valuable customers and sales through the Point of Sale (POS).

This piece states that consumers demand a smooth, quick and convenient payment option at retail stores. Brands should thus ensure that their POS system has the right hardware and software to allow multiple payment gateways like cash, credit card and Apple Pay.

Marketers should empower their staff with training to use POS data to better handle customer interactions as well as create personalised experiences. Utilising POS data enables marketers to tap into customer interests and create personalised campaigns to generate more sales.

The author says businesses should understand that the last impression of a store is imperative. Brands should wisely choose their POS systems, which allows streamlining of the checkout processes and enables employees to be accurate and efficient.

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