As discussed in our previous blog entry, there’s much to be said for building relationships with customers through social networking. However, engaging in other customer relationship management activities is equally effective—and a good point of sale system can be the linchpin.

For example, using the point of sale system to send newsletters and other email communications to customers is a great way to remind them that you’re around and to provide them with helpful information that will lead them back to your store or restaurant time and time again. Statistics tell the story: Research conducted by Epsilon and published in MarketingVOX indicates that email increases consumers’ “likelihood to buy” by 50%. More than 57% of recipients have a more positive opinion about operations that send out emails, and 71% who make a purchase remember email communications when doing so. Even better, consumers who participated in the Epsilon research effort appear to be more accustomed to offers from companies they trust and seem to appreciate the relationship, with 84% noting that they like receiving emails from companies with which they register.

Contrary to what you may believe, newsletters need not be complex. They can simply feature a brief message from you and a promotional offer—such as for a small free gift, a gift with purchase, a discount off a dining check or a complimentary beverage. As you become more accustomed to communicating with customers this way, you can branch out to include everything from information about new products or menu components, to tips for selecting a particular item (for example, what makes a good wine or how to determine the best home lighting solution), to “Q & A” pieces designed to help readers get to know you and your staff better. And while it isn’t entirely necessary, you can target email communications to particular groups of customers by viewing customer purchase histories in the point of sale database.

Both Cash Register Express and Restaurant Pro Express from pcAmerica support email communication, and Version 12.5 of the point of sale software make it easier by supporting mass emailing through SMTP mail server. Visit www.pcamerica.com to learn more.