General

Increase Revenue with Square Marketing for your Square POS

Increase Revenue with Square Marketing for your Square POS 1200 800 PoppinPay

The Square POS is a great tool for upgrading your retail strategy- from the way you manage customers to how you collect data. It works well out-of-the-box, but it provides the most value when it’s upgraded with additional systems that let you build out your marketing strategies in new ways.

With upgrades like Square Marketing, you can leverage your customer info, brand promotions, and data analytics to identify marketing opportunities and support stronger revenue.

What Is Square Marketing?

Square Marketing and Customer Engagement subscriptions are supplementary tools you can use to upgrade your Square POS.

These subscriptions help you create campaigns targeted towards your Reachable Customers—the people in your Customer Directories.

Square Marketing helps you create personalized email campaigns and promotions you can use to market to these subscribers:

  • Campaign creation tools
  • Customer segmentation
  • Email marketing automation
  • Analytics and performance monitoring

As users know, the Square POS automatically captures customer data on every purchase made. And as we’ll review, Square Marketing is the easiest way to put this data to work and drive more value from your existing campaigns.

Learn more about Square Marketing Pricing.

Unlimited Campaign Creation
Square Marketing offers a user-friendly selection of templates and designs you can use to create your email campaigns.

Users choose between different themes, layouts, and colors—complete with a searchable stock image gallery—to build email communications from the ground up. Each of these options is customizable to align with the brand’s specific voice and style.

While these tools are available on a pay-as-you-go basis for Square users who haven’t subscribed to Square Marketing, those with a Marketing subscription have access to unlimited monthly emails at no extra cost.

This means that subscribers can create as many different email layouts as needed to find the ones that resonate best with their target markets. With unlimited campaign creation tools, you can A/B test different aspects of each email and find which styles, themes, images, and color layouts produce the highest email engagement rates.

Non-subscribers who send limited amounts of email may do fine with the pay-as-you-go approach, but companies that want to push their email marketing revenue need the flexibility and freedom to create as many campaigns as they need to find the ones that perform best.

Customer Segmentation Tools
Square Marketing also lets you segment your customers based on their level of engagement with your brand:

  • New customers
  • Existing customers
  • Customers subscribed to loyalty programs
  • Return customers who haven’t visited in a while

And so on. Customer segmentation isn’t an optional aspect of effective email marketing; it’s a necessity. Segmentation is required for email personalization, but without the right data management tools, it can be hard to keep track of your growing customer database.

The Square POS streamlines this process and gives you a simple system to categorize and sort your customers based on whatever parameters make sense to your business. From there, you can generate targeted email communications that encourage specific actions from each segment.

For example, your company may define an “existing customer” as any customer who has made a purchase within the past 90 days. If you notice that more and more of your customers are falling out of this group, you can create an email campaign that encourages them to come back with a specific discount code.

This type of outreach is personalized to certain groups of customers, and as such, tend to resonate better than regular email blasts that lack specificity. If your current segmentation strategies are lacking, Square Marketing is the perfect way to get a handle on the approach.

Email Marketing Automation
Square Marketing lets you set up campaign automation tools that do the communication work for you.

These automation triggers are based on the data included in your Customer Directories and can be set to create customer-specific promotions based on their behaviors or personal info:

  • Create automated promotions for customer birthdays that offer them free items;
  • Track the progress of loyalty programs, and automatically inform customers of when they’ve earned a new reward;
  • Monitor how many purchases a customer makes over a given time period, and reward your power users with special promotions;
  • Set up referral systems that automatically sends discounts and perks to customers who get their friends to make a purchase.

The list goes on and on. Each of these use cases encourages repeat business and are powerful tools for driving brand loyalty. With Square Marketing, you can set up these triggers with minimal effort and reap the benefits for as long as you need.

Analytics and Performance Reporting
Another key benefit of the Square Marketing subscription is the wealth of data and performance analytics you receive.

For every email campaign or promotion you make, you’ll receive real-time data on its performance and how well it was received by your customers:

  • Email open rates (based on a percentage of total emails sent);
  • Total promotion redemptions across all customers;
  • Sales attributions that show you how much profit was gained from each promotion;
  • Timelines of when customers redeemed the promotion.

Naturally, this data is incredibly helpful when assessing the effectiveness of different promotions.

For example, knowing more about your email open rates can tell you what types of subject line copy is most effective at grabbing a user’s attention, while your sales attributions can indicate which discounts are most enticing to your customer segments.

Use Square Marketing to track this information each promotion lifecycle.

See below for an example of a Square marketing campaign (Valentine’s Day) and the return on investment from it:

Digital Receipt Promotions
With Square Marketing, you can send your customers promotions—even when they aren’t subscribed to your mailing lists.

Square Marketing lets you include promotional offers on each customer’s digital receipt. This is a great way to connect with new customers or returning customers who haven’t actively entered your marketing funnel.

By sending these customers promotions, you’ll give them a taste of what types of discounts they’ll receive by signing up to your mailing list or rewards programs. If they’re a fan of your products, this can encourage them to visit more often or sign up for your other email communications to see what other deals they’re missing out on.

In essence, this strategy turns your receipts into a lead generation tool with minimal effort on your end—exactly what small businesses need to build out their marketing strategies.

Advanced Marketing Through Square
The Square Marketing subscription lets you market to both new and existing customers in ways you may have never considered. And alongside these new strategies, it provides great data that any business can use to drive more revenue from its existing marketing tactics.

And these benefits will only increase over time. As your database grows from dozens to hundreds to thousands of consumers, you’ll get more data on what works, what doesn’t, and what you can do to encourage more customer engagement with your store.

In addition to Square Marketing, be sure and check out Why Your Business Needs a Square Mobile Order Ahead App Now.

Why Your Business Needs a Square Mobile Order Ahead App Now

Why Your Business Needs a Square Mobile Order Ahead App Now 1200 800 PoppinPay

Business owners managing their own cafés, restaurants, or coffee shops need no introduction to Square.

The payment processor has reported consistent increases in revenue year-over-year since its inception, and for good reason—it’s an innovative system that breathes new life into a static business model.

We certainly attribute Square’s success to its innovative nature; one of its key value propositions has always been its convenience for both consumers and business owners. It’s a flexible way to standardize payments, coordinate assets, and provide a natural and seamless customer experience for shoppers.

Of course, Square has been around for a while. Businesses wanting to stay on top of the payments game need more. They need solutions that haven’t yet become the standard—it’s the only way to provide unforgettable customer experiences.

And in terms of innovative payment strategies, there’s no better option than a dedicated Square Mobile Order Ahead App branded and tailored specifically to your business.

Isn’t the Square Online Store the Same Thing?
Let’s clear up one bit of confusion right off the bat. Square does offer an Online Store for its users, but this option is a far cry from a dedicated mobile order ahead application.

The Square Online Store works great as a makeshift way to bring your products online, but it’s not the most elegant solution. When you build a store, you have to re-enter all of your store’s inventory into the online database, which can become quite labor-intensive—particularly for restaurants and cafés that frequently update their offerings.

It’s also somewhat limiting in the number of details that you can add for each item, which can create situations wherein users are unfamiliar with what to do and how to proceed in the store. In many cases, this leads to them disregarding the Online Store altogether.

Yes, it’s a good start for bridging your physical and digital customer experiences, but businesses that want to create unforgettable customer experiences need to push further.

Order Ahead Apps Keep Your Customers Happy
When it comes to the customer experience in hospitality, there’s no better solution than letting customers order ahead. Customers have always loved the convenience of ordering what they want, when they want, and being able to do so through their favorite channels.

Mobile ordering is one of the best examples of this type of service. Mobile technology has finally become widespread enough to make mobile ordering a viable option for nearly any restaurant that wants to get customers in and out fast. Unfortunately, these efficiency goals often conflict with industry-wide mandates, such as the recent push in the U.S. to adopt EMV credit card processing as the national standard.

Square surveyed 1,000 consumers back in 2016 and found that 37 percent of consumers were frustrated by the way EMV chip cards slowed down their checkout experience. In fact, slow transaction times were the number one complaint users had with chip cards.

Of course, customer security is a top priority for any business, but there has to be a middle ground between security and efficiency.

Mobile Ordering Supports the Customer Experience
This is where order ahead solutions—such as the Square Mobile Order Ahead App—come back into play. According to what we know about industry-wide trends in hospitality, mobile order ahead apps present powerful business opportunities to companies that use them.

Consider research gathered by Wi-Q Technologies. Their data describes how 94 percent of Millennial consumers already use their smartphones inside restaurants, cafés, bars, and coffee shops. They also found that a majority of these consumers would like to have the option to order food ahead of time for delivery or takeout from their mobile devices.

But the desire to skip the lines is more than just a trend for the impatient—the ability to get in and out quickly is fast becoming a competitive differentiator for businesses.

Business Insider Intelligence predicts that mobile ordering will represent a $38 billion industry by 2020, with mobile order ahead apps encompassing over 10 percent of all quick service restaurant (QSR) sales. This trend maps out to an impressive five-year annual compound growth rate of 57 percent—one heck of a boost for the slow-moving payments processing industry. Business Insider offers insight into why mobile order ahead is taking hold so fast:

“…mobile ordering is not a simple substitution for in-store purchasing, but a channel that can enhance the lifetime value of QSR customers. This makes mobile order-ahead a critical channel contributing to the growth of the QSR industry.”

With that in mind, we have to ask why so few companies are taking advantage of this—particularly those that rely on Square for the bulk of their payments processing. In truth, we expect it’s because there just weren’t many mobile ahead ordering solutions available on the market until recently.

However, thanks to PoppinPay, businesses that utilize Square can easily break into this market and reap the ROI of these new solutions.

Your Business Needs to Get On Board With Mobile Order Ahead
Dedicated mobile ordering apps are strategically designed to drive ROI for businesses.

While any customer can use these apps, they’re most commonly used by engaged customers who are already loyal to the brand. These are the audience segments who will be most receptive to deals, promotions, and upsells made at the point-of-purchase.

According to research sponsored by GrubHub, restaurants that used online ordering were able to grow their takeout revenue by as much as 30 percent. And as of now, PoppinPay is the only mobile order ahead solution on the market that integrates directly with Square’s point-of-sale system.

This partnership let’s businesses build a custom Square Mobile Order Ahead App that are tailored to their unique brand identities. These applications sync directly with Square and even let customers redeem loyalty rewards directly from the application.

But really, these benefits only scratch the surface of what a Square Mobile Order Ahead App can do for your business. To learn more, check out the details. A stronger ROI and better customer experience are at your fingertips—and they’re easier to find than you think.

Advantages of Square’s Point of Sale for Small Businesses

Advantages of Square’s Point of Sale for Small Businesses 1500 1000 PoppinPay

If your business hasn’t yet adopted a Point of Sale (POS) system for handling customer transactions, you may be falling behind.

POS systems have become one of the easiest ways for small business owners to process payments, manage their digital assets, and gain a higher level of business intelligence that supports future growth. In this arena, Square’s POS system is one of the best options; it’s easy to deploy, easy to master, and comes with a wealth of features that help small business owners improve their payment processing.

Let’s review just a few of the advantages that Square’s POS application offers small businesses.

Payment Processing

Most directly, Square’s POS gives your business a modern way to instantly process customers’ credit and debit payments. Square offers merchants a transaction fee of 2.75 percent per swipe—ranking well within the average for mobile processing vendors and perfect for small businesses with lower transaction volume.

Platform Customization

Square’s POS is ideal for customization. Regardless of your business, you can set up your store any way you’d like and group products, services, and add-ons in whichever categories make the most sense to your team.

This simplicity has two key benefits. It’s great from a customer UX standpoint, but it’s also ideal for employee training. It’s simple to understand and easy to learn, perfect for getting new employees up and running. And speaking of employees…

Employee Management

Square’s POS goes beyond payment processing and acts a complete employee management tool. Managers can set up specific employee accounts for each worker, complete with custom permissions that restrict access to specific functions based on the employee’s role in the company. It also provides handy clock-in tools to help with payroll tracking.

It’s also noteworthy that Square tracks sales based on these employee accounts. Compared to traditional payment processing, this visibility gives management information about who’s performing the best. This can open new doors, such as building employee incentive programs and prioritizations to support the company’s top earners. From an employee satisfaction standpoint, this type of intelligence can be a great way to keep employees motivated.

Customer Management

Square’s POS can even act as an entry-level Customer Relationship Management (CRM) system. By logging and storing all pertinent customer data (either provided directly or tied to the card used for payment), Square lets you create customer directories directly within the app.

You can search, sort, and organize these directories to learn more about your customers and their behaviors. Plus, this database of customer data can help improve the experience of your most valued repeat customers. By storing their vital information in the system, you can enable one-click ordering and remote ordering options that saves time at checkout.

Inventory Management

When paired with Square’s Dashboard app, the POS system can be a great way to manage your company’s inventory. Each sale is logged, organized, and made available for review at later dates within the Square platform—all built on the customized entries you create for your business. Think of it as an inventory tracking tool that’s seamlessly coordinated with your CRM. This gives the small business owner visibility into their inventory, but also lets them tie specific purchases to customer profiles.

When combined, this type of business intelligence provides valuable information about which customer demographics are most likely to purchase specific items, and which marketing strategies will best resonate with each customer.

Metric Reporting

Square’s Dashboard gives you insight into the metrics that matter most to your company. The platform generates sales summaries, inventory reports, rundowns of your best selling items, and side-by-side comparisons of performance over time. These types of analytics are important tools for monitoring business growth—particularly for smaller organizations—and are a necessary part of the due diligence that all small business owners must perform to keep their companies competitive.

Third-Party Integrations

Aside from the benefits that the POS system itself provides, Square’s application can seamlessly integrate with other applications you need to keep your business moving. Financial management tools from Intuit, advanced inventory management platforms like Shopventory, and ecommerce integrations like Weebly are just a few examples. Square was built to integrate with the tools small business owners need to expand their business, and the POS system is a natural extension of this goal.

Comprehensive Business Planning Through Square

There are few platforms on the market as helpful to small business owners as Square. From POS functionality to customer relationship management to inventory tracking and reporting, the platform can expand your business in ways you may never have considered.

This is true regardless of what type of business you run—it’s certainly not limited to retailers. For example, restaurateurs who get Square’s POS up and running can leverage applications like PoppinPay: A mobile order-ahead app that gives customers new options for interacting with your establishment.

And at its core, this functionality is what Square’s POS is all about. Regardless if you need a new way to process payments, a new system for employee management, or just a new way to accept payments outside of your brick-and-mortar store, POS systems will do the job.

Benefits of a Mobile Order – Ahead Solution for Square

Benefits of a Mobile Order – Ahead Solution for Square 1500 999 PoppinPay

Technology is more prevalent than ever with businesses and standing out from their competitors is vital in today’s market. Square’s POS has become popular for small businesses and works well when you are selling food, coffee, etc… Square’s point of sale system has a dashboard that is built to help businesses make better decisions, such as showing best selling items, comparison to previous performance, and much more. Whether you want your business to sell gift cards, the ability to send invoices, have easy email marketing, or an easy integration with accounting apps, Square’s POS has much built into one system for your business with the exception of one thing.

In 2015, Starbucks Coffee Company announced the availability of mobile order & pay. Publix Super Markets, Inc. has also rolled out a mobile app for order-ahead items such as deli meat, sub sandwiches, platters, bakery, and much more.

The only thing left that Square’s customers were begging for was a mobile order-ahead solution for Square. After all, mobile pre-ordering is expected to be a 38 billion dollar industry by 2020. Well not any more! PoppinPay, founded in 2017 by a successful restaurant owner, is currently the only mobile order-ahead application that directly integrates with Square’s POS (with no additional hardware needed).

Below are the main benefits why Square businesses are implementing a mobile order-ahead solution:

Your App. Your Brand.

PoppinPay’s mobile order-ahead solution incorporates your brand that lives on the consumer’s mobile device (Apple and Android) all the time. No more going to a website to place an order-what kind of user experience is that anyways? This means that every time your customer thinks of coffee or food, they see your business and select it first before seeing a laundry list of competitors. And that also means no more paying for fees to be on directories with other ad hoc solutions.

No More Standing in Line

There is nothing worse than standing in line. We all hate it and have grown to become impatient in waiting. The only thing that is keeping us from complaining as much is we stay occupied by looking at our phones while we wait. Right or wrong, waiting can affect businesses and not just in customer reviews- actual missed revenue opportunities. If one thing can be agreed upon, it’s that we are all getting busier with life and are looking for ways to simplify things. What businesses are forgetting to realize is that consumers are more likely to go somewhere else with their money than stand in line. This also builds loyalty with your customers due to the convenience factor.

Increase in Loyalty

Having a Square mobile order-ahead app gives you a reason to utilize Square’s loyalty program. Did you know that 68 percent of millenials say they wouldn’t be loyal to a brand if it doesn’t have a good loyalty program? Reward your repeat customers and offer promotions via the mobile device. If your business is already using the loyalty program, do not worry when implementing PoppinPay’s mobile order-ahead app because each user’s rewards carries over seamlessly.

Increase in Revenue

Mentioned last, this probably should be the number one reason Square businesses should implement a mobile order-ahead solution. Taco Bell has seen 30% higher average order values on mobile compared to in-store and Starbucks has already seen 10% of total transactions contributing to sales (in 2017).

In Conclusion

Businesses need to utilize everything and anything they can to increase customer loyalty and generate more revenue. The wait for a Square mobile order-ahead app solution is now over and won’t require you to take out a loan to implement. To learn more about implementing a Square mobile order-ahead app for your business, reach out or call 770-599-2700.