The Point of Sale (POS) space within a retail setting is one of the most valuable spaces you can occupy. Why? Because the majority of consumers make unplanned rather than planned purchasing decisions, with research suggesting that 1-in-10 UK impulse shoppers pick up their product from the till and queue area (CTP, 2015).
Have you ever stood in the queue to make a purchase and quickly decided to add on a magazine or a snack that’s captured your attention whilst you’ve been standing there?
Though POS spaces by the checkout offer but a small window for you to showcase your products, it’s highly important that you correctly optimise yours with effective Point of Sale merchandise.
Optimising your Point of Sale space
For decades now marketers have cleverly used devices to encourage customers to make on-the-spot purchases. Point of Sale items that are particularly successful are low cost items that appeal to shoppers tempted by deals, discounts, novelty items and special offers. POS items often sit in retailers’ environments and share the space with numerous other products from different brands. That’s why everything, from your product’s packaging to your display, has to successfully stand-out and differentiate you from the rest.
There are many different types of POS merchandise that, depending on how much space you have, can be used in combination with each other to boost the success of your products and help grab your audience’s attention. Some of the popular POS merchandise includes:
- FSDU’s – Free Standing Display Units
- CDU’s – Counter Display Units
- Leaflet Dispensers
- Ballot Boxes
To create a cohesive, successful POS display you’ll also need to combine creative design with a solid customer strategy to ensure that you can reach the impulse buyers who may not necessarily be loyal to your brand.
Choosing your Point of Sale merchandise
Firstly, you’ll need to set out the goals you wish to achieve through your POS space. Is it that you want to improve your brand visibility, showcase your new products, or sell overstocked, sale or seasonal items?
Secondly, you’ll need to really understand your target audience and the types of customers frequenting the store. Conduct research to look at the consumer demographics, so you can better work out what attracts them.
Next, it’s really important to consider the physical layout of the retail spaces your POS items will be occupying. What are the customers’ paths to POS and how will you immediately draw attention to your items?
Point of Sale Display – Design Tips
- Does your merchandise stand-out? Use bold and eye-catching designs with your logo, graphics and font shown clearly and visibly from all exposed sides.
- Offering your customer something in return is crucial – a discounted price, an exclusive or new item, or extra add-ons and coupons.
- Add a call-to-action to tell customers how they’ll benefit from this purchase.
- It’s a good option to personalise your POS merchandise according to the store, location, and target audience.
- As well as making things more personal, appeal to customers’ emotions – emotional marketing can get people to spend more, stay longer and buy into promotions.
- Show your product in use with an image or video – you could include a brochure or leaflet on how to use it if you have a smaller space.
- Create a multi-sensory experience with screens or offer QR codes, which will make the purchasing experience more interactive.
For more advice on creating a successful Point of Sale product display, or to speak to us about designing a bespoke POS merchandise kit, please call us on 01256 352415 and ask to speak to one of our sales team or email firstname.lastname@example.org.