How Retailers Reimagine Loyalty with Shopify POS and Marsello (2024)

Shopify’s point of sale UI extensions transform the way retailers interact with customers in stores. Retailers and app partners now have access to a wide range of innovative extensions, APIs and UI components they can leverage to custom build workflows directly into Shopify POS.

Marsello, a leader in targeted marketing solutions, is a Shopify app partner that gives retailers unique opportunities to enhance the retail experience. We spoke with Alice Cresswell and Brady Thomas from Marsello to discuss how these extensions significantly improve retail operations and customer interactions.

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Ready to revolutionize your in-store customer experience? Shopify POS with Marsello's loyalty extensions helps you create seamless rewards programs, boost customer engagement, and drive repeat purchases—all from one unified platform.

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The Marsello success story

Founded in New Zealand in 2014, Marsello has become a go-to app for retailers seeking to grow their retail business. As a Shopify partner known for their sharp focus on loyalty programs, Marsello helps omnichannel retailers strengthen customer relationships and drive business growth.

Their high performance is reflected in their 4.4-star rating in the Shopify app store, where they help retail brands differentiate themselves through customized loyalty initiatives by tracking customer behavior across all channels.

The challenge of traditional customer engagement methods

Before the availability of UI extensions, Marsello faced challenges with integrating loyalty rewards smoothly at the point of sale. This looked like:

Limited reward types available in-store compared to online
Embedded URL links that pull retail staff outside of the context of POS
Time-consuming customer searches

Their first approach not only took time, but also often led to awkward interactions at checkout. This friction made it difficult to connect customers in-store activities with their online profiles, a gap that Marsello was keen to fill.

The innovation of POS UI extensions

Shopify’s introduction of POS UI extensions has been a transformative force for Marsello and retailers using their loyalty, email, and SMS app in their retail stores. Leveraging extensions allows retailers to seamlessly integrate Marsello’s loyalty program across Shopify. Particularly impactful is the ability to integrate rewards directly so they’re visible and redeemable at the POS, thanks to an app-based interface and native UI components that reduce the need for additional employee training.

For instance, a UI extension that incorporates Apple Wallet allows customers to scan their loyalty card at checkout, immediately applying available rewards to their purchase. This capability significantly enhanced the customer experience, allowing retailers using Marsello to truly delight customers while making transactions smoother and more engaging.

With Shopify POS UI extensions, Marsello was able to:

Double-down on their relentless focus on omnichannel retailers with a loyalty-first approach
Zero in on their target audience in the retail sector
Help brands better understand their customers and deliver the smartest marketing possible

Extending the post-purchase experience

For Marsello, embracing the latest Shopify technology is more than just an operational choice—it’s a strategic advantage in a competitive marketplace. When Shopify introduced new extension types for the post-purchase checkout screen, Marsello seized the opportunity to integrate these UI extension updates.

A retailer’s POS checkout screen is not just a functional tool—it also serves as a pivotal element of every transaction and a gateway to delivering a more personalized and engaging customer experience. It’s the ideal screen for Marsello to elevate customer loyalty to center stage.

In response to this newfound capability, Marsello quickly developed and released new UI extensions at checkout that empower customers to complete quick surveys once their purchase is completed. Well-placed customer surveys not only enhance the customer experience, but also give retailers a seamless process for collecting feedback. This way, retailers gain new customer insights, enabling them to make adjustments and improvements to adapt to ever-evolving customer needs and preferences.

Quantifying success with improved analytics

Marsello’s focus on data-driven rewards has seen an uptick in metrics, such as an increase in the number of purchases connected to customer information (like emails), which leads to an increase in repeat purchases and average basket sizes.

Not only have retailers seen enhanced data collection for their targeted marketing efforts, but they are also experiencing higher reward redemption rates. This contributes to customer satisfaction and can ultimately drive long-term growth and competitive advantage for retailers.

Looking ahead: Continuous innovation with UI extensions

Looking to the future, Marsello is excited about the potential of additional POS UI Extension capabilities, which promise to unlock even more interactive and tailored in-store shopping experiences.

The integration of POS UI extensions signifies a substantial leap toward more personalized and efficient retail experiences. The ability to leverage Shopify developer tooling effectively allows retailers and partners to improve operating efficiencies and deepen their customer engagement and loyalty.

As Marsello continues to innovate alongside Shopify, retailers are unlocking even more possibilities for creating more connected and rewarding shopping experiences. With continued updates and developer focused improvements on the horizon, this partnership has so much more in store for retailers.