Customers
In the Clutch universe as it relates to Point of Sale there are three types of customers:
- Anonymous – these are customers who are not identified or assigned a customer account by either the point of sale or Clutch. They have no identifying demographics associated or stored with them. The only information passed to Clutch when an anonymous customer makes a transaction is the transaction information itself. While these transactions cannot be stitched together with demographics they are absorbed into the Clutch platform and used for reporting, some of which provides valuable comparisons between member activity and non-member activity.
- Identified Non-Members – these are customers who are not formally enrolled in your rewards program but still have demographic information attached, and have customer accounts created. Depending on your POS implementation and workflow, you may or may not have these types of customers. If you do, Clutch provides the opportunity as part of it’s Marketing CRM to setup automated, personalized marketing campaigns for these customers. Additionally, it’s very important to track these customers as we can both motivate their behavior, as well as track how they convert to members.
- Members – these are customers who have formally enrolled, or have been auto-enrolled, in your rewards program. Their activity is tracked so that rewards can be issued based on the automated marketing campaigns configured within Clutch. They are also eligible for real-time discounts based on the contents of their checkout. They have a known member ID and choose to identify themselves at the point of checkout via member ID (possibly physical card), phone number, or email address.
For both members and identified non-members, Clutch is able to provide valuable information via API to the POS that can be leveraged by the in-store associates. This can include things such as total lifetime spend, customer score, enhanced demographics, and much more. All of this valuable information can be used to provide the front line staff with the most pertinent view of the customer so they can personalize their service and communication.
At a minimum for certification, the following customer and transaction information must be sent to Clutch:
- All member transactions (accompanied by member ID)
- All non-member transactions
- If your POS requires a customer ID for every sale, the transaction should be passed with that ID (an “Identified” transaction)
If your POS does not require a customer ID for every sale, the transaction should still be passed in without an ID (Clutch will consider this an “anonymous” transaction).
