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You’ve got an app – now what? Retail, service and restaurant businesses that use push marketing effectively can score more sales and increase revenues.

More than half of all app users have push marketing notifications enabled on their mobile devices according to a whitepaper called Recipes for Perfect Push Messages recently published by Localytics.com. These users launch apps 88 percent more often than users who have push notifications disabled, which means that they are biting when it comes to notifications. Taking this into account, we are offering these five tips on how to use push marketing to attract more shoppers and increase sales.

How Does Push Marketing Work?

A push marketing notification (also called server push notifications) is a form of automated loyalty marketing where a software application sends information to a computing device (like a smartphone) without a specific request from the device’s user. This information could be delivered as an email message, text message, social media notification or an app notification.

Although the user has not requested the information, there is still an element of permission-based marketing here as the user must have at some point opted in to an email subscription, text subscription or has downloaded and app and either set or left app notifications turned on.

5 Ways to Use Push Marketing to Increase Sales

#1 and 2: Send Push Messages on the Right Day at the Right Time

What is the best time to send a push notification? It depends.

The Localytics study found that – in general – push messages have the highest click rates when sent in the afternoon, between Noon and 5 PM. Evenings were the worst time to send push messages, perhaps indicating that consumers hold evening hours as reserved for personal and family time, or indicative that it’s too late in the day to head out to a local retailer’s location.

Which day of the week do app notifications get the most clicks?

Saturday and Sunday were (by far) the worst days to send them and Thursday was the weekday with the lowest click and response rate. Push messages sent on Fridays received the highest click rate, Tuesday the second most.

Best Advice: Push notification success comes down to knowing what shoppers want, and when.

Like any other type of marketing, you have to understand likely shoppers and your brand’s ideal buyer types to know when they would be most likely to open and read a notification as well as when they would be most likely to take action. These times might be the same and they might not. And different segments of your audiences may also call for different push marketing strategies. The more you can segment and customize push notifications, the better your click and take-action rates are likely to be.

For instance, to attract consumers shopping at retail stores on weekends, mid-morning on a Saturday or Sunday might be the perfect time for a restaurant to send a push notification. That same restaurant might want to send push notifications about using their facilities for corporate parties on a weekday morning or even late afternoon, thinking that staff responsible for planning the company party would be more likely to read, research and book space at that time.

#3: Less is Much, Much More

When it comes to push notifications, less content seems to be more effective. Click rates for notifications with 10 or fewer words were 8.8 percent, dropping drastically to less than five percent for notifications of 11-20 words and falling even further for messages with 21 words or more.

Best Advice: Focus on one message and use clear, compelling language to get your customer’s attention. Think of a push notification the same way that you think of the seven seconds you have to get the attention of someone who visits your website. Fail to connect quickly and you lose the opportunity.

#4: Tell Them Exactly What You Want them to Do

For years conventional marketing wisdom has suggested that asking questions is a great way to discover buyer motivations and help them move through the buying journey from brand discovery to preference and purchase. For push notifications, the opposite holds true. Click rates go from 3 percent to 6 percent for push notifications that don’t ask questions, but tell the user what’s important or what to do instead.

Best Advice: People are freaking busy! Tell them what they should do (come in) when (now) and why (compelling time-limited offer).

#5: Use Super Offers to Attract customers

Need to imply urgency? Telling shoppers when offers end is likely to produce more action than telling them they have to shop today. The Localytics white paper offers up some key tips for which words get more clicks with holiday shoppers, with words like “super” and “offer” coming in on top with nearly three times as many clicks as words like “today,” “deals” and “win.”

Best Advice: Use words that convey compelling value and time-limited urgency to get customers to act. Remember that people are busy and they have lots of options when it comes to spending their money. Use words that make your message stand out from the pack.

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With a little creativity, the same retail marketing ideas big chains use at the point of sale during the checkout process can be applied by boutique retailers as well.

3 Point of Sale Marketing Lessons Boutique Retailers Can Steal from Big Competitors

Coming up with fresh marketing ideas to draw consumer attention away from the ads of large retail store competitors can be a challenge for small retailers. These scaled-down retail marketing ideas come straight from the marketing playbooks of the big players in retail, and can help your local small business compete better.

Practical Ecommerce reported on the checkout process of ten leading online retailers. With a little creativity, studying the way large retail chains increase revenues at the point of sale can be applied by boutique retailers as well.

These three retail marketing ideas that can help local, independent retail stores grow their business by encouraging shoppers to spend more at each visit, registering and following up with customers and by facilitating deeper, more loyal relationships between consumers and independent retail stores.

3 Big Chain Retail Marketing Ideas Scaled for Small Boutiques

Boutique Retail Marketing Idea #1: Keep People Shopping

Retail e-commerce sites often give shoppers multiple opportunities to resume shopping rather than check out (when they place an item in the cart, when they view their cart, before finalizing checkout, etc.) Boutique retail merchants can help keep people shopping, longer, by:

  • Making sure they have a larger bag or cart than they need
  • Relieving shoppers of items they are hand-carrying by offering to hold them at the checkout area (which may also reinforce the inclination to buy the item, rather than thinking about it or putting it back)
  • Placing items which shoppers need to try on into a dressing room so they can find additional items to try
  • Offering to store other bags while they shop (shopping bags, heavy coats, umbrellas or other encumbrances they may have arrived with)

Boutique Retail Marketing Idea #2: Register Customers and Follow Up

Try to collect at least one piece of customer contact information at the point of sale with every transaction, beginning with email address and mobile phone number. Let customers know at the point of sale that if they provide you with an email address and/or mobile phone number, you will follow up by sending them a special offer, a special thank you reward, an invitation to future sale events or to join your loyalty program – and then DO IT!

Boutique Retail Marketing Idea #3: Talk Rewards

Some e-commerce sites not only add shopper’s item to their cart, they also tell them how far away in purchases they are from earning additional rewards (like free shipping).

As a boutique retail merchant, you have the ability to create a truly unique loyalty and referral reward program for your customers. Your plan could include points, dollars or other measures by which they reach the next level of rewards, and you could also get creative and partner with other local retailers for cross-promotional rewards and offers – something big retail rivals wouldn’t take the time to do.

Use text and email marketing to send a monthly update to all customers who participate in your rewards program about their status and suggest ways that they could move to the next level. Hold loyalty rewards member-only events once or twice a year as a “thank you” and the means to introduce new items or blow through old inventory.

For customers who have registered with you for updates but are not members of your rewards program, send email and text message marketing highlighting the benefits of joining your program and what rewards they might have already earned – but missed out on – based on past shopping at your boutique.

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Got loyalty? If your point of sale solution isn’t helping bring customers back, it might be time to upgrade. We have credit card processing solutions and POS equipment that can help facilitate point of sale loyalty marketing with each and every transaction. Reach out for a free, no-obligation quote to find out more:

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What makes customers buy and what makes them brand-loyal might not be all that far apart. A new Trendera study reveals the top 10 brand loyalty factors with US consumers ranging in age from 13-50.

Top 10 Brand Loyalty Factors with U.S. Consumers

Quality and price top the list of factors that U.S. consumers say makes them loyal to a brand, according to research by Trendera. At the risk of pointing out the obvious, it’s still interesting to note that these are generally the reasons people buy in the first place – but this isn’t the only takeaway for brand marketers.

Loyalty programs barely make the top five list of reasons people say they become loyal to brands, despite the money and resources that have been poured into loyalty programs over the past decade, indicating that there is room for improvement. A business that successfully manages to re-think their loyalty program and makes it truly meaningful to buyers could create a serious competitive advantage for itself.

The biggest generational divides are the importance of creative marketing and whether and how brands respond to customers on social media when it comes to the youngest U.S. consumers surveyed, known as Generation V aged 13-20. In fact, creative marketing was even more important to Gen V than strong brand ethics and responding to customers on social media was almost as important.

Celebrity affiliation was nearly as influential with Gen V as company culture; although to be fair, this generation has not had first-hand experience with the complexities of company culture as of yet! As these younger consumers begin to gain more purchasing power and ultimately enter the workforce themselves, it will be important for brand marketers to discover whether these factors continue to weigh more heavily with this generation.

Top 10 Brand Loyalty Factors with Generation X from Most to Least Important

  • Quality
  • Price
  • Great customer service
  • Past interactions
  • Loyalty program or rewards
  • Strong ethics
  • Creative marketing
  • Company culture; tied with,
  • Responding to customers on social networks
  • Celebrity affiliation

Top 10 Brand Loyalty Factors with Generation Y from Most to Least Important

  • Quality
  • Price
  • Great customer service
  • Past interactions
  • Loyalty program or rewards
  • Strong ethics
  • Creative marketing
  • Company culture
  • Responding to customers on social networks
  • Celebrity affiliation

Top 10 Brand Loyalty Factors with Generation V from Most to Least Important

  • Quality
  • Price
  • Past interactions
  • Great customer service
  • Loyalty program or rewards
  • Creative marketing
  • Strong ethics
  • Responding to customers on social networks
  • Company culture
  • Celebrity affiliation

generational breakdown of why we buy - trendera research

The Best Place to Compete for Brand Loyalty

Given that quality is not a concern and that pricing is competitive, while consumers say these factors top the list of brand loyalty drivers, they aren’t where a business can create competitive advantages and increase brand loyalty with all three generations of U.S. consumers. Customer service and past interactions come in at number 3 and 4 on these lists with all consumers which leads us to believe that customer experience is the best place to compete for brand loyalty.

A remarkable customer experience becomes the “past purchasing interactions” that consumers point to as the reasons they return to a business and feel loyalty to its brand. Customer service that stands out from the service they can receive in other businesses is what makes it great.

The way consumers feel about doing business with a brand outweighs the monetary and other tangible rewards that a brand offers in return for loyalty. Customer experiences become the stories that patrons repeat to friends, loved ones and colleagues. They are the driving force behind social media shout outs and recommendations. They are the reasons that followers open a brand’s emails and follow them online.

Instead of thinking about the customer experience at your business as a whole, and using words that describe your brand experience and values in general terms, try breaking it down into customer experience touch points, instead. Every customer touch point contributes to their experience, and so each represents an opportunity for you to generate the positive emotions that make them feel satisfied, happy, and proud of doing business with you, time and again.

A UK survey of 2,173 British women aged 18-30 found that one in four were more likely to cheat on a romantic partner than their hairstylist. Here are six secrets to customer loyalty you can learn from the best salons and hairdressers.

Life is full of trials and tribulations… but eventually you find a stylist you like.”

So it seems, as 26 percent of the women who participated in a survey commissioned by babtac.com (British Association of Beauty Therapists and Cosmetology), indicated they were more likely to stray romantically than stray from their favorite hair stylist or colorist.

89 percent of the women surveyed said they would remain loyal to a good hairdresser. It is fascinating, really. Given that even the smallest towns usually have at least one (if not several) hair salons and bigger cities have thousands of salons, salon suites and hairdressers women can choose from, why is it that women see hairdressers and colorists services not as readily-available commodities, but as uniquely valuable and practically irreplaceable?

It is a particularly interesting question in light of the fact that customer loyalty (at least for purposes of the survey) is tied to individual beauty professionals, not just the salons they work in. How are these stylists and colorists (who could be working as booth renters or salon or salon suite owners or employees) establishing such strong brand perceptions with their client base?

We came up with a list of six brand perceptions that hairdressers and colorists who have a loyal client base have established, and which can be replicated by other businesses, consultants and service professionals.

6 Brand Perceptions that Inspire Customer Loyalty

Cheating – leaving for another provider – is a risky proposition.

Of the women surveyed, 49 percent agreed that a good hairdresser was harder to find than a good (romantic) partner. This is the marketing principle of scarcity. While there might be many hairdressers, the perception is there are not many good ones. Therefore, once you have found a good hairdresser, it’s risky to leave.

When it comes to customer loyalty, relationships are a two-way street.

82 percent of respondents said they felt it was very important to have a good relationship with their stylist. As opposed to a feeling of customer entitlement, where the onus of the relationship rests mostly (or completely) on the business, these women feel invested in the relationships themselves.

The business truly understands – and meets – the customer’s need.

Emma Roberts, Marketing Executive of BABTAC, put it this way, “Discovering a good relationship with a hairdresser who understands their clients’ needs is like gold dust, so it’s understandable that we don’t want to upset the balance we have with our stylist.” Getting to this point of fully understanding and meeting the client’s need, visit after visit, doesn’t happen by accident.

Stylists provide consultative services to their clients and work diligently to get from client-expressed wishes to the results they want, even when that means interpreting vague concepts about the appearance they want to achieve or the need to overcome challenges to get there (damaged hair, prior services, etc.)

The business is in it for the long haul.

In terms of getting a client all the way to the look-style-length-color they wanted, hair styling and coloring is rarely a one-and-done proposition. It might take months and several visits to get the client the results they are looking for.

Hairdressers build a file on each and every client, including a record of past services, client preferences, client desires, and a plan for how to get the client from where they are now to where they want to be. They send a clear message to their clients that they are in it for the long haul and committed to helping the client achieve their goals. Customer loyalty is a reflection of the business investment in making it a long term proposition.

They can put absolute trust in the business.

An iconic Clairol hair color marketing campaign ran with the tagline, “Does she…or doesn’t she? Only her hairdresser knows for sure.” A girl’s natural hair color is not the only secret that hairdressers are privy to; the salon is traditionally an environment where a woman can share her troubles and triumphs, and even her secrets, without fear of betrayal.

Over time, a stylist runs the gamut with a client, delivering services that make the client feel their best and look their best through – and despite – the ups and downs life is throwing at them. It’s a place where clients can confess their sins (like the time they cut their own bangs or how they save money by cutting their children’s hair at home) without fear of judgment or reprisal. They get empathy and understanding, without lectures or instructions about what they are doing wrong.

Their services cannot be replicated.

Returning to the question of why women do not perceive hair services as commodities, hairdressers with loyal clients have established the brand perception that their services cannot be replicated. Their clients believe that they have innate talent or skills that cannot be taught, and so cannot be replicated elsewhere. This may be the toughest brand perception for a business to establish; delivering a client experience and results that customers cannot get anywhere else to drive customer loyalty.

You might also like:  4 Ps of Loyalty Marketing that Make Our Customers Love Us

If you think of the credit card processing transaction as the end of the buying cycle, think again. Consumers want to continue engaging with your brand, so here are 15 post-sale engagement marketing emails you can send to help you keep the relationship alive and well.

You Made a Sale, Now What? Keep Growing Customer Relationships Using Email After the Sale

New research points to the importance of providing positive customer experiences after the cash or credit card payment processing has occurred. Consumers overwhelmingly prefer email  as the channel for post-sale brand interaction, so we came up with fifteen different types of marketing emails you can send to build positive brand perceptions after the money is in the bank.

“For brands to behave as though the sale is the end of the relationship is like viewing a wedding as the end of a romance.”
Elizabeth Kraus, The Marketing Desks

A report from ACCENT Marketing Services called Beyond the Point of Purchase reported that 86 percent of consumers say it’s important to have a positive experience with the brand after making a purchase. Nearly eight of every ten will tell friends and family if a brand manages to “wow” them. Creating positive, post-sale interactions with buyers should be a big part of your overall marketing strategy.

15 Marketing Emails to Send After the Sale to Keep the Customer-Brand Relationship Alive

1. The Service Survey

Use payment processing loyalty automation marketing to send a brief 3-4 question survey asking customers to rate their experience. Include at least one open-ended field where they can voice any questions, concerns or leave brand-compliments they would like to convey. When they do, be sure to repurpose those positive comments into your marketing as testimonials.

2. The Poll

Send a post-sale poll question to solicit your customer’s opinion about something in your business you have considered changing or new products or services you plan to add. This can be a great way to introduce them to new or add-on products or accessories in advance of a formal pitch.

3. The Testimonial Solicitation

Send an email after the sale asking customers to tell you what they liked most about their purchase or their experience with your brand.

4. Make Them the Experts

Let customers know how important you think they are by asking questions; such as, what is the best feature of the product they purchased, or what type of buyer they would most recommend the product for.

5. Link to an Online Rating Site

Invite customers to visit your site and leave a 5-star rating for the item they purchase or their experience overall.

6. Link to Review Sites

Send an email inviting satisfied customers to visit your page on Yelp, Amazon, Google+ or some other review site to leave a review and recommendation for your brand, services, staff or products online.

7. Ask for a Referral

Send an email with a request for customers to forward to a friend who may benefit from your products or services.

8. Talk Up Accessories and Add-Ons

Now that your customer is enjoying their purchase, they may be open to considering accessories and add-ons that would make their experience even better. Send marketing emails with special offers on the accessories or add-ons that would enhance their satisfaction even more.

9. Service Offers and Packages

Let customers know that you stand behind the products you sell, and that they can expect the same great experience with your business when they avail themselves of your periodic maintenance or service offers.

10. Upgrades

If customers loved model 1, when the time comes, they’re going to love model 2 even more. When the time is right, follow up with customers with marketing emails to let them know about upgrades that are available to them.

11. Personal Thank You

The thank you note will never go out of style. Send an email to customers after the sale to thank them for their patronage.

12. Still Satisfied?

Some goods and services have a long buying cycle; check in from time to time to see whether your customer is still happy with their purchase, whether the product is living up to its warranties and guarantees, or whether it might be time for them to buy again.

13. News and Awards

There’s nothing wrong with letting your fans know why they were smart to buy from you to begin with. Let them know when you receive an award or pass a significant milestone, and acknowledge that none of it would have been possible without their support.

14. The Next Big Thing

Something groundbreaking coming to your industry? Email is a great way to let customers know about the next big thing that will be coming to your business and how they can get in on the ground floor.

15. Get Intel and Build Better Buyer Profiles

Once you’ve earned the customer’s trust, use email to interact, ask questions, and add to the store of knowledge you have about your target markets and ideal buyer types

You might also like: 9 Ways to Generate Revenue with Point of Sale Marketing

Many businesses introduce loyalty programs to attract new customers and turn occasional customers into loyal brand advocates. Take a look at the loyalty program benefits that US consumers say motivate them more and compare it against your own marketing.

Is your loyalty marketing strategy getting the job done?

Nielsen study shows which loyalty program benefits are most effective in motivating consumers so that you can meet your business marketing and growth goals. How does your program measure up?

If you are considering a loyalty marketing program for your business or want your company’s program to do a better job in meeting customer-attraction and other marketing goals, you might want to check out a global study by the consumer opinion experts at Nielsen. This study details the types of benefits that work best in the US as well as other parts of the world.

Overwhelmingly, consumers indicated that discounted and free products are what they want most. The top five benefits desired by US consumers in a Nielsen loyalty study were:

  • 75% – Discounted or free products
  • 42% – Free shipping
  • 25% – Exclusive products or events
  • 24% – Enhanced customer service
  • 12% – Special shopping hours

In the same study, consumers were also asked what factors would make them opt-out of a brand’s loyalty program. These were the top six responses:

  • 50% – Program too expensive
  • 43% – Not shopping enough with the brand to receive the benefits
  • 37% – Program is too complicated
  • 30% – Didn’t like the benefits offered
  • 27% – Too many program communications
  • 25% – Did not want to give out personal information

Make Your Customer Loyalty Program More Effective

Do you know what you want your customer loyalty program to accomplish? If you want it to help increase profitability or margins, offering the discounts or freebies consumers said they want most in a brand loyalty program could hurt your bottom line.

Defining goals is essential to identifying and providing the types of rewards that will help you meet your targets. The benefits that help you convert occasional customers to more frequent shoppers could be different than the type of benefits that will help you attract new customers in the first place.

Here are some potential goals that could help you design a more effective customer loyalty program; should loyalty rewards help you:

  • attract new clients
  • motivate clients to shop more often
  • cause existing customers to shop with you on a greater number of channels (online as well as in-store, at an affiliate site, etc.)
  • incentivize customers to spend more per visit
  • stimulate referrals

If you answered “all of the above” or identified more than one goal for your loyalty program, you may wish to consider launching more than one type of program; at a minimum, you may need to offer different rewards in order to trigger different types of behaviors.

For instance, offering a Buy-One-Get-One offer may help you with new customer attraction or referrals, but it goes against the other goals which lead to bigger margins or profits per customer. One size simply may not fit all when it comes to customer loyalty incentives.

In addition, when designing (or re-tooling) your brand loyalty program, make sure that you try to avoid consumer turn offs:

  • If there is a cost associated for loyalty program members, make sure that benefits outweigh costs or add a money back or partial refund guarantee
  • Consider increasing benefits accrued (if customer’s aren’t shopping often enough to get benefits from the program) or offer increased benefits at tiered levels to incentivize customers to shop often enough to realize member benefits
  • Let customers choose from a range of rewards
  • Survey members to see whether their benefit preferences are changing on a regular basis, such as annually at the time of renewal
  • Let customers choose channels and type of communication they want to receive and make it easy to opt out or change their preferences online
  • Don’t require loyalty program members to reveal information they don’t want to share, and reduce information requested to only what is most necessary to administer the program

A loyalty program can help you meet your marketing goals, grow your business and become more profitable, especially if you take a strategic approach. Tailor your approach to reflect specific business goals and to reflect the preferences of your customers and you are far more likely to get the results that you desire.

Forbes list of customer experience predictions for 2019 starts off with the customer’s expectation of convenience and speed. From the beginning of the customer experience to the end, including at the point of sale.

You can win over a new customer only to lose them at the point of sale.

Consider this: A customer visits your brick and mortar or online store, and you manage to surprise and even delight them with a high level of customer service and product satisfaction… right up until they try to reward you by paying. Up until the last moment in the buying journey, your business got it right. But at the point of sale, something goes wrong, something is down, something is slow, something is clunky and cumbersome.

Given that this is the last moment in the customer experience for this transaction, doesn’t it stand to reason that a bad experience at the point of sale due to a problem with payment processing or poorly chosen merchant services equipment and software could negate or even replace all of the good brand impressions your business made up until the end?

Customizing your point of sale solution can create a competitive advantage.

Even if your point of sale payment processor and merchant services have performed well or adequately in the past, as technology continuously improves, the capabilities your point of sale equipment and software provide might be outdated now. If your competitors have new and improved merchant services tools and your tools don’t measure up, you’ve handed them a competitive advantage.

Working with a local payment processing company like 253 Payment Pros can put the competitive advantage back on the side of your business. Our goal isn’t just to sell you a point of sale solution or merchant services package and move on to the next customer, we want to make sure you get the most appropriate payment processing solution in place, and we are happy to customize an equipment and software package that serves your business well. What’s more, we want to work with you for the long haul. We can educate you on the latest technology and tools to make sure you are getting the most out of your point of sale solution.

Use marketing automation to improve customer satisfaction beyond the point of sale.

The second prognostication in Forbes’ customer service predictions for 2019 also argues for taking a fresh look at your payment processing solution: The triumph of digital over traditional communications. This is where your merchant services software can really shine, in generating automated email marketing that can:

  • reinforce positive customer perceptions about your brand
  • drive referrals via rewards, email and social media
  • increase positive online reviews and ratings
  • encourage feedback for customer support and satisfaction
  • increase customer visit frequency
  • communicate loyalty rewards totals and opportunities
  • increase revenues through special offers, add-ons and upgrades

Gift cards, loyalty and rewards programs facilitated through your payment processing solution can increase customer satisfaction, retention, referrals and much, much more. It’s also probably one of the most under-utilized tools; many businesses fail to take full advantage of the loyalty marketing options available to them in their merchant services software. We would be happy to help you set up post-sale marketing automation so that you can see an increase in revenues from sales of gift cards, return visits from loyal customers and referrals earned through high customer satisfaction.

Simple, seamless point of sale experiences satisfy consumer’s desire for self-service.

Number three on the Forbes 2019 customer satisfaction predictions especially reinforces the need to re-evaluate your merchant services solution overall, and payment processing in particular. Today’s customers want you to be available to them when they need you, but they also want to be able to serve themselves.

More than 8 out of 10 customers across all industries try to complete their own customer journey independently before reaching out to a brand representative (Gartner research). The extent to which a customer can research your products and services, find what they want from your business and complete payment to you without needing the help of someone on your team can create a competitive advantage for your business.

Upgrading and updating your point of sale software and equipment could be the key to satisfying customers who want to self-serve. And when paired with loyalty marketing software, these customers can still feel like they did business with a high level of personalized customer care, even if they never spoke directly with one of your employees.

Digital point of sale is not nice-to-have, it’s a must-have.

Another of Forbes’ predictions is something that shouldn’t surprise: The need to be a digital business. Once again, if you’re working with aging point of sale equipment and software or part of the customer transaction is still performed manually, now is a great time to reach out to us. We can help you with a customized point of sale solution that suits your business’s needs and packs a punch when it comes to return on investment.

When was the last time you upgraded your payment processing and other merchant services? When was the last time you even evaluated whether you have the best point of sale equipment and software in place? Get a no-stress, cost or obligation quote:

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