Making the Most of POS Marketing
January 14, 2022
Point of sale (POS) marketing happens right where you would expect it to – at the checkout stand, where customers are more likely to make an impulse buy. We’ve worked with a long list of retailers to optimize their POS marketing with the proper signage and have a few tips of our own to share.
Stock Up Your Check Out Space
With 8 out of 10 impulse buys happening at brick-and-mortar retail stores, it only makes sense to stock your checkout areas with smaller items – like snacks or inexpensive accessories. As people wait in line to pay, they’ll inevitably find something to add to their purchase. Even a few dollars added to average sales numbers can add up for your business.
Offer Samples
Set up an area close to the checkout counter to offer samples and freebies. Depending on what you sell, your vendors (food and beverage distributors) may provide “sampling station” displays with their branding. However, this is something that you could create on your own working with a POS display creation team.
Count On Cross Merchandising
You can’t have peanut butter without jelly, so why not display the two together to make things easier for customers? This cross-merchandising strategy allows shoppers to visualize complimentary items and grab them both together, a move that can raise your average sales numbers. Pair these displays with signage that helps educate buyers on why the items work so well together to entice shoppers even more.
Set Up Free-Standing Displays
Free-standing containers for small packaged goods that can be placed so that they can be interacted with from all angles, dump bins provide large surfaces you can creatively project your brand upon. Larger versions of dump bins, and free-standing cartons are similarly used to disrupt the flow of the customer’s journey and allow you to tell the product’s story on a larger canvas. They can be placed in the retail space so that multiple shoppers can interact with the display simultaneously.
End With End Caps
Placed at the end of the aisle, end caps display your product in an eye-catching way outside of the confines of aisles and provide a prime location that shoppers will see as they traverse the store, regardless of whether they go down an aisle or not. End caps tend toward bright colors, bold imagery, and extensive information about the product to give shoppers an obvious idea of what’s on display.
Other Examples of POS Marketing
There are almost endless combinations of signage and placement that retailers have leveraged in their efforts to capture customer market share. Some other great examples include:
- Window signage is often used to communicate current sales and promotions and set the mindset for customers as they enter the store.
- Banners provide overhead visual guides for the customer journey and help customers hone in on products they might be looking for that were advertised in other mediums.
- Interactive displays are becoming more and more prevalent as advertisers try to leverage the effectiveness of video content in the commercial space.
- Lighted signage can be used with dump bins and other point-of-purchase displays to enhance their effectiveness.
- Motion displays use motorized components to add visually appealing elements to draw shoppers to the display.
Full-Service Point of Sale Services
Butler Merchandising Systems is a premier provider of point-of-sale marketing services in St. Louis. We offer in-house design and manufacturing capabilities in an all-inclusive approach to point-of-purchase and point-of-sale marketing materials, allowing us to provide low-cost services to our clients.
Contact us today to discuss your merchandising needs and let us show you how to promote your products in a retail setting best.
