Building a Scalable Omnichannel PoS Ecosystem for an Indian Fintech Unicorn

Success Story

About the Client

client logo

The client is a global fintech and merchant commerce platform that helps businesses accept and manage digital payments across both in-store and online channels. It offers solutions such as smart POS systems, payment processing, consumer financing, and loyalty and gift card programs. Today, the platform supports 980,000+ merchants, works with 700+ consumer brands, and partners with 170+ financial institutions. As a result, businesses can provide smooth and reliable payment experiences to their customers. The company also operates in 20+ countries, helping merchants, banks, and brands deliver better and more connected payment services.

Country:

India

Industry:

Fintech

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Business Situation & Requirements

The client had a legacy Lead Management System (LMS) for lead generation, merchant onboarding, and tracking POS deployments. While it helped manage leads, the system struggled to support the expanding operational needs as the business grew. To address these challenges, the client explored Salesforce CRM integration as a more efficient and scalable solution, reducing costs and easing team coordination.

To solve these challenges, the client decided to pursue Salesforce CRM integration with the existing LMS. The goal was a cost-effective solution that made merchant management faster and smoother. Our team at Unthinkable was chosen because we combine deep domain expertise with architectural excellence. During evaluation, our Salesforce experts identified key issues in the legacy system, including tightly coupled code, weak validations, unreliable support, and limited scalability.

  • Enable smooth migration of LMS data across all subsystems.

  • Create custom fields based on the type of merchant.

  • Help merchant-side operators quickly learn the new system.

  • Provide a clear view of the entire field operations workflow for POS dispatch.

  • Implement strict authorizations to ensure merchants are properly qualified before onboarding.

  • Optimize the incentivization module and simplify data migration for the billing system.

Solution

Our team built a robust Salesforce CRM solution to transform merchant and field operations. The system streamlines onboarding, automates POS inventory checks, and optimizes audits, reducing manual effort and errors.

Custom dashboards and reporting provide clear visibility into field operations, helping managers track performance, compliance, and progress in real time. The solution ensures faster, smoother, and more reliable merchant management across the organization.

Seamless Data Migration and Integration

  • Migrate all merchant accounts, contacts, and orders.
  • Connect LMS data to the new CRM system.
  • Ensure consistency in billing and payment subsystems.
  • Keep sales module, Opportunity Pipeline, and dashboards uniform.
  • Complete migration smoothly with minimal disruption.

Secure onboarding and validations

  • The team used an automated approach for merchant onboarding.
  • This removed manual document checks and minimized security risks and errors.
  • Our team verified each lead in detail and completed escalated approvals.
  • We converted the lead into a merchant account.
  • We created custom fields based on merchant type (Retail, Corporate, etc.) for IVR-based information collection.
  • The process ensured secure and fully automated onboarding.

Support and Issue Tracking

  • Our team provides L1 and L2 support for merchant onboarding and data migration.
  • We assisted in aligning merchants with business types, stores, and POS deployment workflows.
  • Our team identifies and documents all potential issues and escalations.
  • We provide detailed guides to ensure faster resolution.
  • The process helps maintain smooth operations and reduces downtime for merchants.
Transaction Reconciliation

New Billing System and Reporting

  • Our team integrates the New Billing System (NBS) with Microsoft Navision.
  • We use add-on modules to manage key actions in the billing cycle.
  • We generate unique IDs for accounts and track store machine dispatch.
  • We transmit bills and assign on-field executives based on proximity for faster POS setup.
  • We visualize transaction data, customer behavior, and service resolutions in dashboards.
  • Merchants can monitor inventory and track top-performing dispatch and installation executives.

Incentivization

  • Our team manages both monetary and behavioral incentives for sales executives via Salesforce Channel Incentive Management.
  • We clearly distinguish between intrinsic and extrinsic incentives.
  • We design the incentive system to motivate sales reps effectively.
  • It drives optimized merchant partner acquisition and overall sales performance.
  • The program supports the organization’s bottom line while rewarding high performance.
Scheme Management

Process Modularity

  • Our team developed multiple Salesforce modules for Sales, Leadership, Opportunity Management, Issue Tracking, and On-field operations, with each team managing specific parts of the lead journey, approvals, and machine dispatch.
  • We created custom modules to streamline functions and integrated value-added services like EMI, UPI, and third-party payment platforms.
  • We documented all processes in clear and detailed SOPs for new merchant representatives.
  • Merchant training became faster, and our extended support ensured quick error resolution.
  • We handled potential issue escalations efficiently, enabling smooth onboarding and reliable system operations.

SOPs and End-to-End Error Handling

  • Our team documents all processes in clear and detailed SOPs for new merchant representatives.
  • Merchant training takes very little time.
  • Our extended support ensures rapid error resolution.
  • Our team handles potential issue escalations efficiently.
  • This approach provides smooth onboarding and reliable system operations.
Direct Querying

The Impact

The merchant services provider was able to transition quickly to the new Salesforce CRM-integrated system.

Our team’s fast turnaround, clear service categorization, and attention to detail have been highly appreciated.

Additionally, we plan further enhancements, including higher query word limits and more descriptive error handling, to improve the system.

pin labs impact

$3.5B

Valuation

>100,000

Merchants Onboard

$2.5B

TPV Per Annum