Marketing automation: how to implement with the help of accounting systems?

Marketing automation refers to the use of specialized software that performs marketing tasks automatically. This means that instead of manually sending messages to customers or reminding them about promotions, the system does it for you.

For example, the software can:

• Send emails or SMS with offers to customers.

• Display information about your products on social media.

• Notify customers about promotions, discounts, or new arrivals.

Automation helps you effectively engage with customers through various sales channels (email, social media, website, etc.) and saves time that you can spend on developing your business.

Benefits of marketing automation for customers

1. Personalized offers
   Automation enables you to create and send offers tailored to your customers' interests and purchase history. For instance, if a customer bought winter clothing, you can offer them a discount on warm accessories. This is done automatically and at the right time, making customers feel special.

2. Better service
   Automation helps you quickly and conveniently provide customers with the necessary information — about discounts, new products, or promotions. As a result, customers feel cared for and receive what they need without being overwhelmed.

3. Omnichannel experience
   An automated system allows you to seamlessly communicate with customers through various channels — email, SMS, social media, or your website. For instance, you can send an SMS about a discount, display a promotion on social media, and duplicate the offer in an email. Customers receive information where it is most convenient for them, enhancing their overall experience.

Torgsoft marketing features for businesses

The Torgsoft accounting software offers a wide range of features in the “Marketing” mode, helping businesses from various industries tackle pressing challenges. Let's explore all the capabilities of this mode.

1. Customer data management

Marketing automation is impossible without efficient management of customer data. Torgsoft allows you to collect, store, and segment any customer information. You can easily create a customer database in the software, including contacts, purchase history, marital status, preferences, social and personal information such as birthdays. This helps you better understand your audience and personalize your marketing efforts.

2. Creating promotions

Attracting new customers and retaining existing ones are key marketing goals.

In the Torgsoft “Marketing” mode, you can easily create promotions of any complexity with various conditions: from seasonal sales to special offers for specific customer categories. Promotions can boost sales, clear out old inventory, or attract new customers.

You can select product categories or types, set the promotion's duration, trading type, discount amount or percentage, and even limit products by manufacturer, season, or supplier, displaying them automatically in the system. This prevents confusion and saves time.

Types of promotions you can set up in Torgsoft

1. Classic discounts without conditions
   This is the most common type of promotion to attract customer attention. For instance, a 10% discount on all products for a week.

2. Clearance sales or “inventory liquidation”
   Using the “Stagnant Product Analysis” mode, you can quickly identify products that have been unsold for a long time and apply discounts to them.

3. Discount on the second item in the receipt
   A discount applies to the second item in the receipt (usually the less expensive one). This encourages customers to buy more, increasing the average receipt value.

4. Happy hours
   Promotions are active during specific times, such as offering discounts during “off-peak hours” to attract customers or reduce queues during peak hours.

5. Exclusive discounts for VIP customers
   You can create special discounts or loyalty cards for VIP-status regular customers.

6. Loyalty program “Bring a friend”
   For recommending your store, a customer gets a discount or bonus if a new customer makes a purchase.

7. Birthday discounts
   You can automatically offer discounts on the customer's or their family members' birthdays, including children.

8. Discounts for quantity or total purchase amount
   Offer discounts for purchases exceeding a certain amount or quantity of goods. This can be a one-time or cumulative promotion.

3. Setting discounts

Discounts are a powerful motivator for customers to make purchases in your store. However, not all discounts work equally well in different circumstances and for different customers.

Torgsoft offers a feature for creating a flexible discount policy. You can configure discounts based on purchase amount, product category, or customer status. For example, set a 5% discount for purchases over $200 and 10% for purchases over $500. Such automatic settings help encourage repeat customers and increase the average receipt value.

4. Working with contractors

The software allows you to automate and simplify interactions with contractors: suppliers, dealers, intermediaries, and partners. In Torgsoft, you can set discounts for specific supplier product groups, the program reminds you of delivery deadlines, and it displays collaboration history, ensuring transparent business processes. This helps avoid delays in product supply and builds trustful relationships with suppliers.

5. Bonus system for cumulative discounts

You can encourage customers to return by using a cumulative bonus system. Torgsoft makes it easy to set up various cumulative discount systems: the more a customer buys, the more beneficial their purchases become. This encourages repeat visits and interest in ongoing cooperation with your brand.

You can set a threshold purchase amount, after which the customer receives a specific % discount on future purchases. The software also allows you to set the validity period of bonuses, transition conditions from one cumulative card to another, and more.

6. Gift certificates

Bringing joy to customers is another way to strengthen their loyalty. In Torgsoft, you can create gift certificates, which are popular gifts among customers. Additionally, certificates are an opportunity to attract new customers, as they can be purchased by those who have not previously used your services.

Torgsoft offers three types of gift certificates: “Money,” “Discount,” and “Product,” which correspond to a monetary equivalent, are issued as a discount, or apply to specific types of products. 

7. Mass mailing

Effective communication with customers is key to their loyalty and trust in your store.

Torgsoft offers an automated mass mailing feature via SMS or email. You can send information about new products, promotions, discounts, or personalized greetings for important events. 

For example, a home appliance store launched a mass SMS campaign about seasonal discounts on air conditioners. Torgsoft made it easy to segment customers who previously bought similar products. As a result, air conditioner sales increased by 35% during the summer.

This feature is part of Torgsoft's paid options.

8. Discount cards

Torgsoft makes it easy to create and manage discount cards for customers. This is a convenient way to encourage repeat purchases and increase loyalty. You can set up different levels of cards (e.g., standard, premium), offering additional benefits for the most loyal customers.

The software allows you to create cards with fixed discounts for their holders or automatically upgrade a customer to a higher card type upon reaching the maximum discount percentage.

9. Customer survey system

Customer feedback is a way to gather valuable insights from your clients. Torgsoft offers two main types of surveys to help collect and analyze customer opinions: surveys during sales and after-sales customer service.

You can automatically collect their feedback and suggestions about service quality, assortment, or new ideas. This data helps you better understand your audience's needs and respond promptly to their requests. Survey forms can be configured directly in the software.

10. Contacts and reminders

Torgsoft allows you to organize all contacts with business partners and clients, maintain a communication history, and set reminders for important events. You can automatically create marketing notifications, such as holiday greetings or reminders about the expiration of promotions, as well as record reminders for issued invoices, payments, debts, or account preparations.

The marketing features in the Torgsoft accounting software are a powerful tool that helps businesses not only automate routine tasks but also build an effective strategy for attracting and retaining customers.

With its data management capabilities, promotion creation, and discount and bonus configuration, entrepreneurs have the opportunity to strengthen their business positions in the market.