Most shoppers are aware that the big retailers use sophisticated software to analyse our shopping habits and to monitor their stock. They are assisted in this endeavour by loyalty cards and reward cards which enable them to see the activity of individual shoppers. The supermarket chains now know exactly what we buy and when and so can tailor special offers to individual shoppers.

What many consumers may not realise is that small independent retailers can also perform similar analysis. EPoS (electronic point of sale) tills and software for independents are affordable and readily available and the more savvy businesses take advantage of the many benefits of such systems which put all of the information they need at their fingertips.

EPoS Systems

EPoS software helps retailers to manage their stock, identify best sellers and understand seasonal trends. The system will reveal products that are unpopular and makes trading across multiple platforms easy. Most retailers now have ecommerce websites and may even trade on Amazon and eBay. Without the right software systems uploading products to these different sales channels and maintaining accurate stock figures would be impossible.

The software also enables retailers to keep a database of their clients and to monitor their individual shopping habits. They can conduct marketing campaigns by email using this data and accurately target their messages.

Big Brother?

If all this seems a bit like big brother is watching you then remember that there are advantages for the consumer as well as the retailer. If the shops you favour can identify new trends then they can anticipate what you will be looking for before you want it and have the items in stock ready for you to purchase. If they know what you tend to like buying then they will stock up on those things and they can let you know when new products come in that you would be interested in.  If stock control is handled efficiently you won’t suffer the annoyance of purchasing an item online only to find that the retailer doesn’t have it available. You will be offered special deals on goods that you actually want and you may even be rewarded for your loyalty.

Loyalty Schemes

Some EPoS systems offer the facility to create a customer loyalty scheme so regular customers can receive discounts or even free gifts. Now that has to be a big bonus! Many retailers now offer loyalty schemes to both in store and online customers.

Many shoppers may feel a little uncomfortable when retailers have so much information about them. The well-run businesses can and will use that data to their advantage but for the most part this situation is to the consumer’s advantage too. Technology is marching on at such a pace that it is difficult to know what will be possible in the near future but it is likely that any new systems that are developed will be ones which afford retailers access to more and more information about the people who shop with them.

Article by Sally Stacey