POS marketing is a type of in-store promotion that happens at the point where a transaction occurs to help increase sales. This type of marketing uses things like branded display stands, floor stickers, and shelf signs that feature the products you are promoting.
POS stands for "Point of Sale". This is the point where customers have decided to buy a product and are about to pay for it either in-store or online.
Point of sale marketing is tools that are used as a way of encouraging customers to buy something they hadn't originally come into the store for. They are
POS displays
,
posters
, digital signage, or other marketing strategies that catch the eye of someone who has already made the decision to buy and encourages them to purchase the promotional items in addition to what they had already decided to buy.
POS is an effective type of in-store marketing campaign that increases a customer's spend-per-visit. Used well, this type of marketing strategy can raise brand awareness, attract new customers, and give them a meaningful shopping experience as well as increase sales.
Designing POS displays that create customer engagement and encourage them to buy is a crucial part of any marketing campaign for retail businesses. A successful POS strategy relies on several factors such as the location of the retail store, the colours and design, the layout, and the message displayed.
The aim is to attract customers to products they wouldn't normally, or hadn't intended to buy that day. The positioning of the POS display or stand is therefore crucial so that they catch a customer's eye at the right time, helping to increase sales.
Point-of-sale marketing works because it encourages customers to buy from specific product promotions. Building a successful POS strategy depends on good timing, the right design, and most importantly, the messaging being consistent with the brand and other marketing tactics.
It is used to draw attention to particular products, perhaps because they are new, end-of-line, or being discounted, and disrupts a shopper's journey, encouraging them to be reactive to the POS display and make the decision to buy.
POS marketing can also influence buying decisions by encouraging someone who has gone into retail premises to browse, to decide to buy. It's also an effective way of raising brand awareness, helping products to stand out from all of the others in the retail environment.
A POS display works by encouraging people who are already on their way to purchase something, to look at another product that they didn't intend to buy, and put it in their basket as well.
It's an effective sales marketing tool because the intention to buy something is already there for the shopper. By positioning posters, branded display stands, floor stickers, and other POS display tools, the shopper's interest is piqued making them more likely to buy whatever you are promoting.
POS advertising and displays are usually seen in a retail environment. But they can also be effective marketing tools for encouraging customers in other industries such as the automotive, horticulture, and travel industries.
The key to an effective POS advertising and marketing campaign is making sure you have the right messages in the right places. So, the positioning as well as the content is vital. Discount and low-cost offers are more likely to lead to increased sales if they're part of your marketing strategy as a whole and used to promote products that complement what your customers are buying.
Having a message that is concise throughout the customer journey is essential if you want to convert a one-off shopper into a long-term customer.
Point of purchase and point of sale materials are both used to promote products and increase sales. However, there is a key distinction between the two and how they are used. Essentially, the difference comes from where in the retail premises the materials are displayed. These differences are looked at in more detail below:
Essentially, they both present products to the customer in the same way. However, they are ever so slightly different.
Point of sale is an area in a store where a customer completes the last leg of a purchase. The checkout counter is a key place where you would usually find POS displays. This is the final stage of a customer&#;s buying journey, and it is the last point where can you offer a new promotion/ product for them to try.
Using POS countertop displays can persuade customers to part with their cash for another product which can boost sales.
Point of purchase is the area strategically chosen for a product as it is a customer pass through meaning they pass this point during their buying cycle. Merchandise displays are highly visible here, therefore placing new product promotions is a great way to push sales.
A great example of a POP display would be an
FSDU
that displays promotional items outside of its natural home on the shelf. The purpose of a POP display unit is to draw emphasis and get the customer to take notice of the product.
In the retail sector, shelf space comes at a premium &#; and point-of-sale stands such as free-standing display units (FSDUs) and dump bins are ideal for maximising your store&#;s merchandising potential. Fitting neatly at the ends of aisles, in corners, and around queuing systems, POS display stands are ideal for maximising the use of available space on the shop floor.
More products mean more revenue, as bulk buys and impulse purchases are added to every basket. As well as introducing more shelf space, POS and POP displays can be used to draw attention to your current offering, introducing visual merchandising into the mix.
POS materials such as hanging signs, display cubes, posters, and window clings can all be used to attract the attention of passers-by and highlight key promotions and products on offer. Whether you&#;re introducing retail display stands into the mix or simply wish to highlight what you&#;ve already got, the flexibility of point-of-sale display materials means you can customise and rearrange your merchandise to guarantee maximum impact by choosing the correct in-store POS solution for your store.
Whether you are a retail business, an automotive dealership, or a garden centre, you need to choose the right unit to display your products and promote your services. There are a wide variety of POP and POS displays to choose from with each option boasting its own unique benefits.
If you want to increase the available space on your sales floor or draw in customers with attractive digital signage, the selection of retail display stands available, on top of limitless customisation options, means you&#;re sure to find the perfect solution for your store.
These versatile shelving units allow you to catch the customer&#;s eye and expand your shelf space in one go. Perfect for retail hotspots or queuing systems, they&#;re ideal for putting large amounts of stock in the customer&#;s line of sight.
These versatile shelving units allow you to catch the customer&#;s eye and expand your shelf space in one go. Perfect for retail hotspots or queuing systems, they&#;re ideal for putting large amounts of stock in the customer&#;s line of sight. In survey conducted byFor more information on Point of Sale, check out our other Point of Sale Display Blogs:
These versatile shelving units allow you to catch the customer&#;s eye and expand your shelf space in one go. Perfect for retail hotspots or queuing systems, they&#;re ideal for putting large amounts of stock in the customer&#;s line of sight. In survey conducted by POPAI , 90% of consumers saw a wellbeing display unit displayed in Superdrug. compared to the 80% of consumers who saw a one in Boots. Of the different retailers with FSDUs in their stores, 21% branded FSDUs were seen, compared to a 29% unbranded FSDU, making an FSDU the most seen out of the likes of dump bins, gondola end aisles, shelf displays and counter top units.Similarly to FSDUs, dump bins take care of your advertising and merchandising in one go. From magazines to sweets, they&#;re available in a variety of shapes and are perfect for boosting impulse purchases and driving bulk-buys at and around the point of sale.From large retail spaces to high shelving, a number of factors can reduce your available wall space. Hanging signs are the perfect way to maximise the impact of your visual merchandising. From helping customers navigate the store by hanging them above product locations to highlighting key offers, hanging signs are an affordable and versatile solution for attracting attention. According to POPAI , 40% of retailers visited during Christmas utilised Hung Christmas point of sale merchandise to show off seasonal offers and promotions.These unique displays are visible from all angles when stacked, ensuring you catch the attention of customers wherever they&#;re looking. They can make an attractive addition to your current merchandising efforts and are perfect for highlighting seasonal goods and special offers. Totems and bollards Typically seen in sale season, totems and bollards can be used to draw customers in from outside. Both decorative and eye catching, they&#;re an attractive addition to your store front &#; helping to entice customers into your shop.Both functional and eye-catching, counter top units and literature stands keep POS areas tidy &#; allowing you to present printed materials such as leaflets and brochures tidy and within reach. They&#;re perfect for events and ensure attendees don&#;t go home empty handed.
For those who work in the retail industry or marketing, the concept of POSM is not a new concept. Still, not all retailers know how to apply POSM in supporting advertising and sales. Here is some information related to POSM that retailers should not miss.
What Is POSM? POSM Types And Role In Marketing
1. POSM Definition, Difference Between POS (Point of Sales) And POP (Point of purchase)
POSM stands for Point Of Sales Material. This phrase refers to all items that support the sales process at points of sale, fairs, shops, supermarkets, etc.
The purpose of POSM advertising is to convey product information to help attract consumers and increase brand recognition. POSM's operating position is usually in advertising booths, standees, leaflets, wobblers.
Standees at stores
All POSM methods are deployed at POP (Point of Sale) or POS (Point of Purchase).
POP (Point of Sale) is a place sellers use to introduce their products and goods to customers. This phrase is seen from the seller's perspective.
POS (Point of Purchase) is a phrase from the customer's perspective. It includes the area around the point of sale where consumers can see the brand's products and promotions.
2. Purpose Of Using POSM In Marketing
POSM has a very important role in business activities and business promotion. This concept is a useful communication tool businesses use to spread brands and services to customers. From there, sales revenue will increase rapidly.
POSM is not displayed at point of sale display stands. It is the most direct and user-friendly communication medium.
2.1. Increase Brand Recognition
POSM is part of the corporate brand identity system. Impressive POSM design shows the brand's professionalism while helping customers trust your business more.
Brand identity building
2.2. Spreading Messages To Customers
Media advertising through POSM, although old, is still extremely effective. Professional POSM helps businesses convey messages to customers more intuitively and intimately.
2.3. Impact on Customers' Shopping Behavior
Beautiful, professional POSM design helps customers impress and remember the brand longer. Customers will want to learn about the brand and make a quick purchase decision when attracted by the information and images in the publication.
Nice POSM can affect shopping behavior
2.4. Low Cost, High Efficiency
Unlike expensive forms of advertising and marketing such as television, events, seminars, and ads, businesses do not need to spend too much money to create ideas, design, and print POSM. Besides, these publications can be reused many times. They are compact and easy to install and move. It helps businesses reach target customers most economically and effectively.
3. Importance of POSM Design
When designing a POSM, businesses need to keep a few important points in mind:
Highlight the message that needs to be conveyed to the customer, including information such as discounts, incentives, product features, and customer benefits.
The messages are brief but highly communicative and stimulate the user's needs.
Include QR codes in publications to increase reliability and point-of-sale efficiency, and collect customer information quickly at the same time.
Choose impressive colors, and synchronize with other parts of the brand, such as the sales kit, marketing publications, and brand identity kit.
Measure your target audience, and design your POSM specifically for them.
Top 10 Common Types Of POSM
To increase brand recognition, you can apply some common types of POSM below:
1. Poster
The poster is a publication chosen by businesses to convey messages to customers with images, words, and graphics. The poster's marketing method is to stick along the walls and windows; the message is close and impressive, attracting viewers.
Posters are very popular with retailers, fashion shops, cosmetics, and electronics stores. Large posters are used in building areas and national highways to attract customers' attention.
2. Danglers
With competitive price and timely delivery, getell sincerely hope to be your supplier and partner.
Danglers are designs hung in shops, supermarkets, commercial centers, etc. Danglers' purpose is to attract customers' vision from afar and above. The publication's content is promotions, product images, and information about outstanding features of the product.
3. Leaflet
Leaflet helps convey product information effectively in advertising campaigns for businesses. The leaflet is usually printed on A4 or A5 paper, making it easy for customers to access information even on the go. This form of POSM is often used in agencies, cinemas, retail stores, events, exhibitions, or brochures.
4. Standee
Standee is a publication often seen at events, fairs, exhibitions, store openings, and new booths in shopping centers. Standee usually has a size of 0.6*1.6m or 0.8*1.8m, easy to carry when needed to move.
5. Stickers
You can notice many kinds of stickers such as funny stickers stuck on products or regular display shelves. They often impress customers with their small, cute size and contain promotional messages and brief product information.
6. Booths
Booths are the area sales staff use to advise products directly to customers. Each sales booth usually has 2-4 employees in charge.
Booth's role is to draw customers' attention to the brand's new products, mini-games, or promotions. Brands often set up booths at schools, supermarkets, companies, or commercial centers.
7. Divider
Divider is one of the point of sale material examples widely used in supermarkets to attract customers and distribute products. Besides, it also helps retailers to maximize the display area of &#;&#;goods while helping customers easily navigate and find products.
8. Wobbler
Wobbler is widely applied in retail stores, supermarkets, pharmacies, fashion shops, and cosmetics. The content of Wobbler is usually short, impressive, attractive, and eye-catching. This publication is usually placed on a tabletop. The base is mica plastic, has a spring connected to the base, and prints product information and promotions.
9. Gondola End
This is the first part of the product display shelf, commonly found in supermarkets and retail stores. Gondola end's mission is to promote the brand and announce new products and promotions when shopping.
10. Checkout Counter (COC)
COC is a convenient product shelf near the checkout counter. COC displays small products such as snacks, chewing gum, chocolates, etc, or products that are easily forgotten when shopping. They are often put at the checkout counter where customers can see and buy more.
Building A POSM Strategy To Attract Customers
To build an effective POMS strategy, you must keep a few things in mind.
Nice display
1. POMS Optimization To Increase Sales
When designing POMS, you need to keep in mind:
Subtle coordination between POMS and consumer shopping behavior.
Observe and measure shopping behavior and products customers notice.
Messages on POSM should be short, unique, creative, and easy to understand.
Make a different POSM. Each product has its highlight to stimulate shopping demand.
Regularly change the placement of POMS to create a new feeling.
Rearrange product positions so that customers feel more excited when shopping.
2. Drive Purchases With Visual Merchandising
Visual merchandising
To create an impressive store layout, you must first understand your customers and to know who your customers are and their shopping behavior.
Compare with the brand's purpose to want customers to buy the product? Or they want to have a new experience to decide on the right visual.
The second is to build brand personality. It can be a sense of fashion or practicality. It is advisable to decorate the store according to the brand personality.
Finally, you could take advantage of the "money-making" area in the product display area while focusing on arranging the dining areas to stimulate consumers to shop more.
FieldCheck Software Helps Optimize Display Management
Similar to traditional POMS types, FieldCheck also plays a role in promoting brand awareness and helping to increase sales for retail store chains. That said, FieldCheck brings more benefits than that because it is a technology software application that works on electronic devices.
FieldCheck also optimizes product display management on the Website, e-commerce platform, and point of sale offline.
With the display management feature, FieldCheck helps administrators easily capture specific information at each point of sale without being limited in time and location.
FieldCheck with display management
The software offers many benefits, such as:
Manage market staff by mobile application.
Manage the display of products and booths through photos and reports of employees on the system.
Control display activities and solve arising problems quickly.
Set up the show program according to the preset standards.
Check-in/checkout at the point of sale and continuously update information in real-time.
Record market coverage and Off-Take quantity for timely replenishment.
In addition, the application also helps managers score booths according to detailed criteria. The system works in real-time and can continuously report updates.
If you want to learn more, please visit our website POSM Campaign Management.