A way for them to do that is the use of in-store mobile technology. Here is an excerpt from the article:
For many businesses, the most common issue in upgrading their marketing technology is the high cost often associated with making the switch. Nowadays, however, the prevalence of handheld computers — like smartphones — makes the process easier and more affordable than ever.
In fact, using a customer loyalty program that integrates into devices that consumers already own means that most of the cost of the switch has already been paid for by the very people that will benefit from it. Thanks to software that allows shoppers to receive and organize their receipts digitally (which doubles as a marketing service and triples as a loyalty program), retailers can seamlessly integrate their new mobile loyalty program into the point-of-sale (POS) system they already have.
Not only does this help reduce the cost of the switch, but it also allows retailers to connect and communicate with their clientele at each and every transaction.