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5 Point Of Sale Marketing Tips & Tricks

February 16, 2018 Paul Manson Point Of Sale Displays No Comments

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In a competitive marketplace, point of sale displays require a strategic approach to achieve the returns you need. With a large and thriving market and low overheads, a POS campaign has the potential to yield a great ROI, but to do so a marketing approach must be taken. This involves paying attention to retail trends, consumer data and buyer type, alongside other considerations.

Here are five point of sale marketing tips and tricks we recommend you follow when setting up a new campaign.

1) Bold Design

Many point-of-sale displays use bright colours and eye-catching fonts to draw the attention of consumers. This is important, because according to retail studies, between 70% and 80% of purchase decisions are made by the customer while actually in-store. Being bold does not mean dressing your display up like a bird of paradise though! Boldness is the confidence to approach your target consumer on their own ground, using retail intelligence to support the messages you use. This ‘buyer persona’ data can come from a range of sources, from market research surveys to analysis of social media shares and feedback. It underlines the importance of integrating your POS design with other aspects of your marketing strategy, both online and off-line.

2) Display Placement

Displays can be more or less successful depending on where you place them in a store. For the best results, position your POS displays in high traffic areas of your retail stores. You can determine where the high traffic areas are by analysing the parts of the store where the highest volumes of sales take place. In most high-street shops, the highest selling areas are where the mid-priced items are. Placing displays in this sweet zone has been shown to increase overall sales compared with other strategies, such as placing displays alongside similar items.

3) Electronic & Print Display Adverts

A study of UK retail trends to 2020 by Epson1 revealed an interesting insight into how electronic and print media appeals to different customers by gender. Regarding in-store advertising, the survey found that among men, 74% were likely to respond to print media, compared to 25% to electronic media; whereas with women 48% preferred electronic media compared to 45% preferring print. This shows that, within a marketing strategy, space should be given to both electronic and printed POS messages to appeal to the widest audience. It also shows that it is important to know your buyer demographic, with gender still playing a major role in some purchase decisions.

4) Mixed Use of POS Display Stands

Don’t limit yourself to a single type of POS display stand unless you need to. There are many different configurations to choose from, such as countertop units, dump bins and Free Standing Display Units (FSDUs). Some brands carry out test campaigns using different types of POS display stand to gauge the best results before rolling out a full product run. Some campaigns promoting mixed products benefit from using more than one type of stand in different circumstances e.g. pallet displays for petrol forecourts and FSDUs in supermarkets. The decision should be consistent with your branding, your budget and the requirements of your retail partners.

5) Upsell Strategies

A successful campaign will aim to not only sell the most number of products, but also get the best value from each customer. You can increase the volumes of products each customer buys by using BOGOF deals or other promotions, but there is a limit to what you can achieve. Most POS displays are for fairly low value items, and there are only so many books, chocolate bars or CDs a consumer is going to buy on impulse. As impulse purchases are usually small, another aim of a POS marketing campaign should be to encourage consumers to diversify their spend. Use a variety of displays to cross promote different products that work together – walking boots and laces, for example, or trainers and energy drinks.

All You Need To Know About Point Of Sale Marketing

Download our free Point Of Sale Marketing Guide for more information about incorporating printed cardboard point of sale displays into your marketing strategy. For all enquiries about our services or to discuss how POS displays could benefit your product, please get in touch with one of our advisers.

 

 

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