In the last two installments of this blog, we discussed why retailers should seriously contemplate implementing an integrated fuel pump and point of sale system and which basic capabilities they should look for. Other features are equally desirable, because they allow end-users to “work the system” even further.

Consider, for example, an integrated digital signage feature that allows advertisements to be displayed on a variety of point of sale peripherals, including LCD pole displays, full-size LCD displays, and pin pads. With this feature in place, it’s easy to cross-sell food, merchandise and gas in special promotions (e.g., buy gas and get a discount on a sandwich); generate additional revenue through the sale of advertising space to vendors/suppliers; deliver specific messages to target audiences in key locations and showcase, on the pole display, the last few items rung up in each transaction.

Also a priority, are marketing and loyalty features that give retailers the option of offering frequent customer discounts (e.g. buy 10 coffees and get the next one free) along with the above-mentioned promotions intended to facilitate cross-selling. Such features automatically track and distribute rewards, making loyalty programs and promotions easy to execute.

Similarly, with social media taking the country by storm, the ability to tie popular social marketing tools like Facebook and Twitter into an integrated fuel pump and point of sale solution is critical.

pcAmerica’s Cash Register Express-Fuel Edition has these marketing tools in place. To learn more, visit www.pcamerica.com.