Thousands of brands rely on point-of-sale promotions to boost high street sales and reach out to new customers. In an age where high street sales are supposedly on the decline, effective point of sale marketing can increase the likelihood of a consumer making a sale by six times, according to research by the Point of Purchase Institute using US and UK retail data1. POS materials can be custom designed to meet the requirements of your campaign: to physically display retail products and attract the attention of target customers. Point of Sale displays are popular with brands and retailers for all the following reasons:

1) Boost Brand Awareness

In a crowded marketplace full of many competing brand messages, point of sale displays advertise the tangible benefits of a product, combined with an immediate call to action. By using product displays you can bypass the cooling off period that normally costs brands so many sales – closing the gap between brand conversion and purchase decision. Not only this, but the subliminal increase in brand awareness should not be underestimated. Even consumers that do not make an immediate purchase will absorb better knowledge of your brand and messaging from point of sale displays than they may do through other forms of advertising.

2) Adaptable To Your Campaign Requirements

A printable POS display can be custom-designed in almost any size, shape and configuration imaginable. Whether you need just a handful of displays to test a new range of products, or a national roll-out across hundreds of stores, affordable designs can be created in the volumes you need. Modern POS displays are durable, easy to erect and have an impressive working life: some capable of many months of use without showing signs of wear and tear. From start to finish, the POS design, print and delivery process is extremely fast, allowing you to respond to new campaigns and ramp up your POS marketing to cash in on seasonal demand.

3) Great ROI

POS displays are cheap and affordable at any quantity, yielding the potential for a fantastic ROI on any point of sale marketing campaign. Market research carried out in the US by the Shop Association1 found that over 80% of retail purchase decisions were made in store. The implications of this are worrying for marketers, as it suggests that most of the careful messaging designed to bring people into a retail environment is wasted. Conversely, it means that big gains are to be made by targeting consumers when they are most likely to make a purchase decision – while they are already out shopping. The returns from POS marketing may therefore yield faster and higher returns than other forms of marketing, including television, billboard and online advertising.

Download Our Free Point Of Sale Marketing Guide

For more information about the benefits of POS marketing, please download a free copy of our Point Of Sale Marketing Guide, covering all aspects of POS displays from design to managing retail relationships. Click here to access your copy today.

Sources:

1. https://sites.insead.edu/facultyresearch/research/doc.cfm?did=2691
2. http://www.shopassociation.org/