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Retailers need to solve problems, delight customers and Capoccia said cloud-based technologies have democratized
differentiate, but that's not always how POS solutions are the retail landscape, expanding the capabilities and
sold, Fong said. OEMs and service providers must help reach of small and midsize business (SMB) owners and
ISOs do more in the markets they serve, by providing empowering them to win back market share from big-
tangible, innovative solutions that bridge the gap between box retailers. "SMBs have always been well positioned to
the retail and payments worlds. Gamification at the POS differentiate on stellar customer experience and small,
is trending in retail. The 2015 CRM/Unified Commerce nimble teams, and the relatively recent emergence of a
Survey by Boston Retail Partners reported that 87 percent robust technology suite for small businesses will enhance
of retailers will implement gaming to support strategic and amplify these advantages," he said.
initiatives such as customer rewards, program enrollments
and new product promotions. The job of delivering a consistent commerce experience
to merchants belongs to merchant level salespeople.
"The ISO model is hard because there's a lot of push," said Having spent time with retail and hospitality customers,
Brian Brunk, Principal at Boston Retail. "Using widgets they are familiar with day-to-day challenges confronting
and pricing and brochures to differentiate yourselves is business owners. They know merchants want to create a
not sustainable." friendly and welcoming presence at the POS, in the store,
on the website, inside the app and all over social media.
Deliver a consistent experience Checkout may just be a small part of the equation, but it's
Omnichannel commerce ideally delivers a consistent an important one: it represents the last mile of the journey,
experience across physical and virtual media, from in-app where buying decisions are forged.
to in-store to online, and even from one retailer to another.
Mom-and-pop merchants can provide customers with the Dale S. Laszig, Senior Staff Writer at The Green Sheet and Managing
same connected commerce experience they'd get from a Director at DSL Direct LLC, is a payments industry journalist and content
major retail brand by using multiple channels to reward provider. She can be reached at dale@dsldirectllc.com and on Twitter
customers' loyalty; text offers; promptly answering online at @DSLdirect.
reviews; and providing secure, single-click checkout
options.

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