Key points from my experience;
Looks better than many others which always helps, ICR touch is pretty prolific in UK from my experience and in my opinion looks like something that should be running on windows 98 and admin menu is very poor and clunky with main menu at least in versions ive seen having ludicrous settings 1, settings 2 etc - I expect to make it harder for end user to manage themselves.
Low cost vs competitors. Big selling point for many.
Hardware versatility allowing use for generic devices, hotel previous system used RFID readers but had hard time using cheaper usb ones when built in ones started to fail. Printers are easier to setup and again more options. Reports can easily be printed on a4 rather than only 80mm thermal roll.
Product and menu flexibility, portions keeping product list streamlined,no forced use of PLUs which rarely actually get used. Flexible menu structure allowing easy optimisation with category’s and sub menus, colours simply set, button headers independent of product ideal for large product ranges and complex product names.
Automation/Rules allowing custom flows, a hard one to explain to end users but we all know the benifits.
Vast loyalty options, we have a % based setup with different rates for loyalty, locals and staff all with separate % rates for both food and drinks. Simpler and more advance options possible. Points based systems also easily done. One thing which Im yet to see done is a good reliable multibuy setup, not combos but more retail style buy 3 and get cheapest free applied automatically.
Accounts - not an area im overly fluent in but obviously very flexable allowing for cross period accounts both debit and credit. Again customisation to high levels of complexity like Pauls wallet system.
Integrations is a major area and my PMS setup I think is a really good example of what can be achieved. At our main hotel that I originally developed it for the scripts have processed approximately £2.5 million in food and drink transactions in the last year and a half and can probably add another £500k from the two smaller properties ive installed the same setup in since.
This as mentioned above is also probably an area which would be key to marketing.
PMS integrations are key to accommodation providers.
Card machine integrations are big for many people and although I understand its a painful process for approval this I believe is something which is better done by Samba rather than resellers, given compliance issues etc and that providers would be less accepting of resellers.
Gloriafood is big for fast food restaurants and know there is a solution for this and although not an area im particularly familiar with sure there are others, see JustEat advertised here in UK allot.
I was keen to work on a woocomerse integration and may do one day when get some spare time but so much on with non epos stuff.
Reporting, obviously very powerful being able to build reports from scratch using a more user friendly code is great and as mentioned probably under appreciated.
Printer templates, so much flexibility here not just header/footer with limited number of lines, grouping and sorting for kitchen prints etc. Summaries like food/drink split and calculations for suggested tips and other things.