What is point of sale marketing and how can you use it to drive sales?
Your point of sale is where your customer finalises their sale. If you are a retail outlet this is generally where your cash register is and money is exchanged for goods. Point of sale marketing is where you advertise, via product placement or sales signage, goods and services that you want to influence your customer to purchase.
Supermarkets and petrol stations are brilliant at this. Low cost or on sale items are always found at the checkout. These are generally items that are peripheral to your customers main reason for entering the store in the first place.
But could these items be more than that? There is significant research that indicates that point of sale marketing will move a product line many times quicker at the checkout rather than if it was only on the shelf.
If these products appeal to the non-brand loyal impulse buyer, then would this be a great spot to place your over stocked or high margin product lines?
Think about how to maximise sales in the high real estate value area of your point of sale area. Not convinced, then head down to your local supermarket or hardware store or petrol station and have a look at what you find around their checkout. These companies spend big dollars on maximising these store areas. Wouldn’t do you any harm to replicate this in your own area.
Think of high margin low cost and value add items. Rotate them and see what best suites your store and your customer profile.
Contact us if you need some inspiration or examples that should work for you.