Point Of Sale Promotion: A Guide To POS Marketing

The Appeal Of Point Of Sale Promotion

The commerce of two decades ago and that of today are vastly different from one another. In the latter, the name of the game is grabbing customer attention at the perfect moment. Then, compel them to make a purchase on what was supposed to be a browsing visit. That’s exactly what a point of sale promotion is set up to do.

Whether it is a convenience store, supermarket, boutique, or even an online retail outlet, they all take advantage of it. Moreover, it helps boost impulse buying, product visibility, and drives revenue with minimal effort. Thereby, making point of sale promotion an integral part of modern enterprises.

What Is A Point of Sale Promotion?

Before we can talk about its efficacy, it is first important to explain what it is. To put it simply, it refers to marketing strategies and materials placed where the purchase decision happens. These include the checkout counter, the retail shelf, or the spot where a customer engages with a product.

Furthermore, the purpose of it is straightforward. Influence buying behavior at the exact moment the customer is ready to pay or interact with the product. Hence, maximizing revenue at minimal costs.

Traditional POS materials include:

• Counter displays
• Shelf wobblers
• Floor decals
• Product standees
• Digital screens

On the other hand, online stores opt for a different set of designs. Here, they use page pop ups, last minute discount banners, and product recommendations. Although the method may vary, the purpose of a point of sale promotion remains the same.

Furthermore, what makes it so effective is the timing of it. Placed at the particular spot where the shopper’s intent is already high. Hence, making it easy to influence them towards making a purchase.

Why Point of Sale Promotion Works

Now, let’s take a closer look at why this type of marketing has grown so popular over the years. It targets customers when their attention and willingness to buy are at their peak. Though large advertisements and ads build awareness, it is the point of sale promotion that drives them to action.

However, there is a catch, they need to be placed properly. A smooth execution can increase product sales by 20% to 40% for particular categories. A point of sale promotion works because of the following:

• Encourage impulse purchases
• Offer visible reminders of ongoing promotions
• Highlight new or seasonal products
• Make the shopping experience interactive
• Help brands stand out from competitors on the same shelf

Types of POS Marketing Displays

Though digital advertisement is at an all time high, it has still not replaced physical POS marketing completely. Instead, the latter is still considered by many the more effective medium. The most common examples of them are the following:

1. Shelf Talkers and Wobblers: This refers to the small, eye catching tags attached to the shelves. They are placed to draw attention to specific items. Often, they are discounted, new, or bestselling products.
2. Counter Displays: This is a self explanatory method. Here, small displays to influence last second decisions are placed on the checkout counter. Additionally, they often include small ticket items like snacks, cosmetics, batteries, or travel size toiletries.
3. End Cap Displays: These refer to the shelves at the end of the aisles. End caps are some of the most valuable spaces in retail. Moreover, customers often pause at these spaces. Thus, making them perfect for promotions or product bundles
4. Standalone Floor Displays: This type of design is a standalone display placed at sensitive spaces. Their strategic location makes sure that the maximum number of customers interact with it. Hence, helping specific brands or deals appear more prominent than others.
5. Digital POS Screens: More modern enterprises utilize digital LED screens to show promotions. Here, videos or special deals are displayed in a loop to maximize the chance of influencing the customers. Moreover, the most appealing aspect of this method is its versatility. It can be easily updated instantly unlike the hassle of replacing printed materials.
6. POS Materials for E-Commerce: Meanwhile, online stores use the digital version of point of sale promotion. Here, they employ various resources towards the same ends. Some of them include:

• Checkout add ons
• “People also buy” suggestions
• Limited time offers before payment
• Free shipping triggers

What’s common between both digital and physical POS strategies is that both of them rely on visibility, timing, and relevance.

Conclusion

At the end of the day, there’s no denying the fact that point of sale promotions have become the norm. Whoever refuses to integrate their operations with it has only themselves to blame for not optimizing revenue. Furthermore, today consumer psychology has become an integral part of modern advertisement. Every campaign is designed to attract and influence many people by understanding how a customer would react to it.

That’s why a point of sale promotion has become so popular. Its placement is key to its success. With customers interacting with it near the end of their trip, they are most likely to make an impulsive decision. The point of sale promotion is only there to maximize the possibility of that happening.

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