Never under estimate the power of point of sale

Published: 07 / 12 / 2018

For many, ecommerce is the future. But when you place too much emphasis on ecommerce you risk devaluing your high street store commerce. Or, more specifically, you risk the impact of your point of sale (POS) marketing.

By using POS as a tool to inform and inspire your customers throughout the consumer journey, you can add real value to your bottom line, whatever your business sector.

Does POS work?

Research by point of purchase (POP) industry body POPAI showed that 75% of purchasing decisions are made in-store. We also know that today, fewer and fewer people go out specifically to shop, choosing instead to browse for items via a range of channels. Faced with such transient behaviour, POS becomes the key sales driver in bricks and mortar outlets.

Set in an environment of deals, discounts and offers, POS marketing is a perfect trigger for impulse buys. Once a consumer enters a physical store, smart POS strategies (e.g. well-placed display stands, floor stickers and shelf-edge labels) can help convert that person from a browser to a shopper.

What are the challenges of POS?

Inconsistency can become a barrier to effective POS marketing. Mixing handwritten signs with professionally designed displays is one way to undermine consistency and impact. With so many different messages vying for attention in the same space, customers are more likely to become confused or even annoyed.

How to approach POS

1) Identify your customer’s mindset

With each campaign it’s crucial to keep your customer in mind and tailor the messaging accordingly. From culture to economics, there are multiple factors at play when making a purchase decision. Even the seasons can affect a customer’s mood and behaviour.

By focusing on these individual behaviours you can fine-tune the placement, language, theme and style of your POS to ensure optimal relevance. It is essential that you connect with your customers on both an emotional and a practical level.

2) Target the senses to create an experience

Light, sound and smell can be used to create a more theatrical effect and grab a shopper’s attention. By targeting the senses, you allow customers to do what they instinctively want to do: feel, inhale and explore your products.

Eye-catching visuals or arresting music can also enhance a shopping experience – one that couldn’t be accomplished as effectively online.

3) Think about location

The medium selected for communicating a message influences the message content. For example, printed advertising may be best placed to increase in-store footfall, while an in-store display stand may be better used to provide information about specific offers.

4) Be reactive to remain relevant

Whether you want to create a buzz at a certain time of year or highlight a specific product, POS provides a quick way to take advantage of current events and remain relevant to shoppers.

Choose a partner you can trust

At Adare International, we collaborate with clients to ensure their POS marketing materials are tailored to their needs. We work hard to add value, maintain consistency, improve transparency and save costs, helping our clients stay at the forefront of today’s rapidly changing market.

If you would like to find out more about how we can help you, get in touch with Adare International today: hello@adareinternational.com.

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