PoS marketing: modern, effective sales promotion
Increasing direct sales, bringing about additional purchases, acquiring new potential customers … with professional Point of Sale marketing (PoS marketing for short), achieving this goal is a piece of cake. Find out how to begin, and also what opportunities modern marketing techniques present, right here.
What is the Point of Sale?
Simply put, the Point of Sale is the place where (potential) customers and enterprising businesses meet. Until around the mid-90s, these were exclusively places such as small corner shops, discounters, the supermarket round the corner, or the numerous businesses in pedestrian zones. But the Point of Sale developed further – and went online.
On 11. August, 1994, the first online shopping transaction took place, although the theories about what was purchased and where still differ today. However, it’s a fact that today, the Point of Sale includes a huge part of the digital world. E-commerce is the generic term describing all businesses that operate online. And so today, alongside traditional retail, online market places, price comparison portals and countless web shops for products and services make up the modern Point of Sale.
What is Point of Sale Marketing?
Would you like customers to buy more than they had planned after visiting your business premises or online shop? This is what Point of Sale marketing is all about. This area of marketing, formerly synonymous with traditional marketing, comprises all measures and activities designed to increase direct product sales at the Point of Sale and generate additional sales. Traditional examples include illuminated discount signs on the bargain bin/counter, confectionery shelves at the checkout or the tasting counter in front of the shop door.
- How do you turn passersby into walk-in customers?
- How do you deftly market your products in store or online?
- Where is the best place to position offers inside your shop?
- How do you make customers aware of limited-time offers, new products, etc.?
The answers to all these questions lie in Point of Sale marketing.
Types of PoS Marketing
Ever since the Point of Sale comprised both traditional retail and e-commerce, many types of marketing have evolved from traditional marketing. Important: Do not consider individual measures in isolation, instead, see your PoS promotion as a positive, holistic experience that you are trying to bring to your target group both off and online.
Offline Point of Sale
Offline, in traditional retail spaces, you can use the right PoS marketing to create a pleasant, comfortable atmosphere, which is palpable as soon as shoppers walk in the door. Before potential customers reach for your wares, they need to feel welcome and appreciated. How can you achieve this? Speak to your potential customers in as many ways as you can using your sales space and place your offers conspicuously, but coherently, in the field of vision of your target group. Here are some points that you should take note of.
- Public image: Your façade should be in good shape, the entrance inviting, and the shop sign immediately recognisable. Make sure your display window is clean, neat and decorated in a way that effectively advertises your products. Update your shop front advertising and decorations regularly.
- Interior aesthetics: Aside from being clean and hygienic, your shelves, counters and checkout area should have a stable, coherent and high-quality appearance.
- Layout: Design your space in a way that ensures new customers can immediately find their way around. Create simple and logical walkways that guide your target audience through the shop using appropriate signage.
- Illumination and decoration: make good use of spotlights in colours that complement your products. To top it off, supplement your lighting concept with sources of pleasant indirect light and enhance certain areas with tasteful decorations, such as green plants.
- Background music: classical music in a fashion shop, heavy metal in a wholefood market? Not for you! Background music must match the style of your business. Take care to also ensure the volume is noticeable from outside the shop, but not so loud as to disturb a relaxed shopping experience or interfere with helpful conversations between customers and shop staff.
- Smell: Take care to ensure that your shop smells fresh and clean and hygienic. There should also be enough fresh air flowing through the sp
Digital Point of Sale
Making sure your clients feel at ease and have a positive shopping experience is likewise a top priority for the digital Point of Sale. Since customers can “only” visit your online shop virtually, the tools at your disposal for shaping your marketing measures differ from the ones used in traditional brick-and-mortar retail. An optimal user-friendly experience is the main aim here, one that you should strive for in your online shop. This includes
- Making sure your clients feel at ease and have a positive shopping experience is likewise a top priority for the digital Point of Sale. Since customers can “only” visit your online shop virtually, the tools at your disposal for shaping your marketing measures differ from the ones used in traditional brick-and-mortar retail. An optimal user-friendly experience is the main aim here, one that you should strive for in your online shop. This includes
- Appealing aesthetics: the corporate design of your business must be immediately visible and your logo clearly recognisable. Consistent, high-quality product pictures and easily legible, well written texts and price information are a must.
- Intuitive navigation: is it easy for first-time visitors to your website to browse through individual categories and quickly find products and information?
- Logical user interface: the process for registering and placing an order must be easily understood.
- Fast loading times: make sure that all the pages on your shop website load in under two seconds.
- Mobile optimisation: last but not least, your online shop should also be easy and intuitive to use on mobile devices such as smartphones and tablets.
PoS Material: incentives and ideas for retail
High-quality presentation of your goods, sensible signposting for better orientation, and clever presentation of promising promotions and discounts are an indispensable part of PoS marketing. How can you best put these must-haves to use? Here are a few ideas for you:
Conclusion: PoS marketing is in
We live in a world of sensory overload. That’s why it is more important than ever to ensure that your PoS advertising is clearly visible and that you are constantly setting yourself apart from the competition. But before you can increase the visibility of your business and offers by using placards, sandwich boards, displays, etc., you must create an atmosphere of well-being for your business. Only those who are happy to walk into your shop or visit your website will be open to receiving your messages and offers.
