What's your focus? Are you all about e-commerce, harnessing the Internet for most of your sales, and with an obligatory storefront? Or do people flock to your physical location, and your website points them there? The reason I ask is this: Where you make your sales informs your point-of-sale (POS) marketing.

If you type in "POS marketing" in Google, most of the search results focus on traditional, physical location POS. But, today, you can't ignore e-commerce. If you do, you're missing out on a big piece of pie.

The important thing is to optimize marketing for both e-commerce and traditional POS.

Let's look at an industry where physical POS is typically the norm. The food industry immediately jumps to mind: People shop for groceries in stores, they dine out at restaurants. But according to Washington State University's Carson College of Business, food e-commerce is taking off. A quarter of American adults have bought specialty foods online, and meal subscription startup Blue Apron has a $500 million valuation.

For an e-commerce startup, POS is entirely online, turning the traditional definition of POS on its head.

So, the business that optimizes POS marketing for both physical and digital stores will achieve the highest ROI. Let's take a closer look.

Physical POS Marketing

In an article for MediaPost, Joseph Gelman and Marcus Koch make a fine point when they say, "Marketers should avoid the pitfall of selecting marketing programs based on what has worked in the past." They recommend customizing POS marketing to each particular location, and aligning it with brand identity.

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Dan Matthews is a freelance writer and content consultant who specializes in marketing, branding, tech, business, and social media.

Twitter: @danielmatthews0

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