3 Ways Payment Processing Reports Can Help Your Marketing Team

Payment Processing reports. Numbers graph

Marketing strategies rely on having information. You need to know as much about your prospective customers as possible so you can reach out to them effectively. A lot of that information comes from your website traffic. What your visitors do, how they interact with the site, and what items they buy form a large part of your understanding. But the information you can gather through Google Analytics and lead generation isn’t the end of your information-gathering abilities. Payment processing reports can tell you a lot about your customers and your store. Here are some tips:

What three things can you learn from your payment processing reports?

1. What’s the average sales total?

It’s not just enough to know how much money your store is making every day or each month. It’s also important to know how much each customer is spending each time they come into your store. This gives you a lot of information about buyer behavior. Unless your store is specifically designed for small frequent purchases, like a convenience store, then larger purchases are better. Reports can let you know if your marketing and store arrangement efforts are working.

2. Which credit card types are your customers using?

Credit card type also tells you a lot about different customer personas or hypothetical characters built around the standard behaviors and interests of your target markets. But card types also matter based on the agreements you have for different types of merchant services. If you have a lot of transactions through one card type, you can negotiate for a lower percentage. If you have few transactions through credit cards, you can decide if a surcharge for small payments is right for your company.

3. How many transactions are happening at different terminals?

Different terminals at your store get different amounts of traffic. This data can let you know if one point of sale is too out of the way or is left unmanned. It can also let you know when the primary terminal is too busy and your store needs a new arrangement.

For more ways to use payment processing reports, go to BAMS.

Get Better Insight into Your Core Target Markets by Offering Online Gift Cards

Online gift cards concept. Blue gift card vector

Every marketing strategy your business employs requires insight and data analysis. It’s hard to understand what drives consumer behavior without knowing the consumers. If you can’t track spending and customer behavior, then you have to wait and hope for sales instead of driving sales. But if your company offers consumable products and services that are popular for gifts, you have another layer of consumer obscurity to penetrate because you’re dealing with two very different customer personas.

What are your two customer types?

Customer personas are an important organization concept in marketing. A customer persona is the ‘type’ of person who buys your products and services, or even a specific product or service, and that persona is based on the average demographic and behavior data you collect. If gift cards are part of your product offering, then you have two different types:

  1. direct customers who like your products and services, and
  2. gift-givers, who have one of your direct customers in their life.

These two buyer types, even though they’re too generic to be specific customer personas, have very different motivations. That means they need very different marketing tracks and incentives.

How do online gift cards help?

Gift cards provide a whole new set of data to help you make your marketing campaigns effective, and online gift cards are even more efficient. Each gift card has a unique code that lets you track everything from the number of gift cards purchased in given time frames to the amount on the average gift card each month. Even more importantly, the codes let you track the duration of time between the gift card purchase and the direct customer’s use of the gift card, as well as what purchases people are more likely to make with a gift card over cash.

From that last data set, you can start to find valuable trends. Direct customers who receive cards may be more likely to make larger, premium purchases because of the implicit difference between cards and cash. Gift cards purchased for a birthday might be spent faster than those purchased for Christmas. No matter what trends are unique to your company, you can plan your product offerings and sales accordingly to get quick turnaround on card usage.

If you want a trusted gift card provider who can help you get your new campaign and gift card offerings off to a good start, go to BAMS.