| Instead of being pulled down by media reports of | | | | business for you. Gift cards only work if the giver |
| economic doom and gloom, why not invest some | | | | feels that the recipient will find something they like |
| time in your business by using smart technology | | | | at the store - your store. |
| to increase sales from existing customers. | | | | - Service, service, service. Customer service is |
| Using smart technology, like Tower Systems Point | | | | the most important differentiator in retail today, |
| of Sale software, newsagents can make greater | | | | especially in newsagencies. Sure, you can discount |
| success for themselves without investing more in | | | | and use price as a differentiator but where is the |
| the business. | | | | commercial sense in that? No, customer service is |
| This report contains some easy to implement low | | | | king. Customer service is a marketing activity. |
| cost marketing tips you can use right away to | | | | There are several ways you can use your Tower |
| drive growth for your newsagency - using your | | | | Systems software to drive better customer |
| point of sale software. | | | | service: |
| By using the software to make your pitch, you're | | | | - Give out receipts. Receipts build trust. You can |
| demonstrating the professionalism of your | | | | set the minimum value to trigger printing and |
| business and not cluttering the shop with more | | | | reduce paper wastage. I'd suggest $4.95 - given |
| posters or flyers. | | | | the price of what newsagents sell, this will be |
| In a few minutes you could have offers going out | | | | more than a single item in most cases or if it is a |
| to customers without it costing you anything - | | | | single item it's got a value which warrants a |
| you have nothing to lose and only sales to gain. | | | | receipt. |
| Here is a list of free marketing you can engage in | | | | - Thank your customers. Be sure to include thank |
| using your point of sale software: | | | | you text on your receipts. |
| - Coupons on receipts. Receipts can be more than | | | | - Being consistent. The Tower Systems software |
| a record of sale. Add a coupon to the base and | | | | can remind staff of your greeting and thank you |
| lure customers back into your business - like your | | | | process during a sale. |
| own shop-a-docket. Good software can include | | | | - Offer extra advice. You can setup advice to |
| coupons based on what was purchase, the | | | | share with any item you sell. This displays on the |
| amount spent and or other criteria as appropriate. | | | | screen when you scan an item. Take time to set |
| The keys to successful coupons are - a | | | | this up and have your team provide this advice as |
| compelling offer with a sunset and which is | | | | an extra free service. |
| presented simply and attractively. | | | | - Use a customer display. This shows what is |
| - Promotions on accounts. Never send mail | | | | being scanned and the price being charged. It will |
| without including a promotion - including and | | | | build trust. |
| especially statements and accounts. These can | | | | - Train your team. Make sure they can answer |
| easily contain a promotion printed on the | | | | questions about accounts and stock items quickly. |
| statement or account - it's easy to have your | | | | For example, using ALT/T you can quickly let a |
| software do this automatically. It's free and silent | | | | customer know when you next expect to |
| marketing effort. | | | | receive a magazine in. |
| - Up-sell during the sale. Use your point of sale | | | | - Use the software. Putaways are big business for |
| software to guide staff on up-sells for items. The | | | | newsagents who do them but frustrating. |
| promotional script appears on the screen without | | | | Newsagents using our putaway tools save a ton |
| interfering with the sale but reminding staff of the | | | | of time and improve customer service through |
| offer. The key with good during the sale up-selling | | | | personalised labels (and barcodes), text messages |
| is that the offer is compelling and easily pitched. | | | | when issues come in and tracking when they are |
| Track success by staff and reward success. | | | | collected. This saves time and dramatically |
| - Two for one, three for two etc. Use your | | | | improves customer service. |
| software to offer discounts for volume | | | | - Process cards at the register. Using the PC |
| purchases. Your sales staff need do nothing since | | | | Eftpos link you can process credit and debit cards |
| the software can track the offer and apply the | | | | at the register, cut time and improve sales |
| discounted pricing for quantity purchase. You can | | | | accuracy. While there is a cost for this, the |
| make this for one item or a whole catalogue. | | | | benefits for the business and the improved |
| Also, you can run multiple offers at any one time | | | | service for your customers could make it well |
| or over times which crossover. The keys are: | | | | worthwhile. |
| make the offer compelling, promote it in the usual | | | | There are many more ways you can market |
| place for the stock as well as at in a high traffic | | | | your business for little or no cost. The ideas in this |
| location. | | | | report are designed to get you started. The key |
| - Loyalty marketing. Reward customers for | | | | is to do something and do it right away. Then, |
| spending more than usual. THIS IS IMPORTANT - | | | | next week, do something else. |
| too often I see newsagents for rewarding | | | | No matter what you do, it is important to stay |
| customers for doing what they usually do. No, | | | | on message across the business. By this I mean |
| reward them for EXTRA EFFORT. Using the | | | | that everyone has to be on board and |
| loyalty facilities included in the Tower software, | | | | understand your focus and any offer you are |
| you are able to accrue points for customers and | | | | pitching. |
| offer these as a form of currency. Running your | | | | A HOW TO PRIMER, STEP BY STEP |
| own VIP Club or some similar named loyalty | | | | Say you are running a coupon offer which invites |
| program is easy to setup and manage. The | | | | customers back within 7 days and offers $1.00 |
| system tracks points and lets customers know | | | | off a ream of paper.o Design a coupon to be |
| balances etc on receipts and via correspondence | | | | included on receipts for seven days. Make the |
| generated by the software. | | | | value of the offer clear and the end date for |
| - Customer database marketing. Using the | | | | redemption.o Set a redemption target as your |
| marketing tools in the Tower Systems software | | | | measure of success.o Let your team know about |
| you can quickly trawl your customer database | | | | the offer ahead of time - even ask their advice |
| based on what your customers have purchased, | | | | on a good offer they think will work. It needs to |
| when and for how much as well as using other | | | | be something people use regularly.o Have a |
| criteria. The key is to track customer details. This | | | | process for processing coupons to give the |
| is why most businesses run a loyalty program - | | | | discount including thanking your customers for |
| not so much for customer rewards but for | | | | coming back.o Encourage your team to draw the |
| research about customers and what they | | | | coupon to the attention of customers,o Track the |
| purchase. The Tower software has excellent tools | | | | numbers and be honest with yourself on the |
| for this. Email, mail or call them with the offer - | | | | outcome. |
| low cost marketing which should drive more sales. | | | | Retail Newsagencies have great traffic. While |
| - Trawl your data. Track what sells with what. | | | | marketing outside the business is important, it is |
| The 10x10 report is excellent for this, it lists the | | | | equally important to leverage existing traffic to |
| top ten items sold with the top ten items sold. | | | | maximum potential. |
| See what customers buying your top ten items | | | | By using your point of sale software to create |
| are likely to buy, place these near the top sellers | | | | passive marketing platforms for your business, |
| so more will buy them. Just looking at this data will | | | | you can drive a consistent and profitable message |
| unlock more opportunities for you. | | | | through several channels in your business. This is |
| - Gift cards. Give your customers something they | | | | smart retail management. |
| can buy for family and friends which locks in | | | | |