Point-of-sale marketing - sales first
You often see various advertising media when shopping or dealing with various matters - these can be "trippers", stands for leaflets or even small stickers. Professionally, such advertising carriers are referred to as sales supporting materials, although point-of-sale materials are more common. They play a significant role - this is what point-of-sale marketing is based on. Find out the secrets of proper ad placement!
Point-of-sale - terminology problems
Point-of-sale - POS for short - is the name used to describe the already mentioned group of advertising media. Sometimes, however, you can come across other terms - POSM (point-of-sale materials) or POP (point-of-purchase). But it is exactly the same. There was no appropriate Polish name to describe these advertising media, hence the term POS is used in Poland.
Point-of-sale marketing is a type of marketing that involves the use of POS materials to achieve marketing goals. Most often, these will be purely sales goals. Hence, in some professional positions, we can read about "sales support materials".
Point-of-sale, or advertisement below the line
Another English term, i.e. below the line (BTL), means a type of advertisement that is not an advertisement in the mass media and is also targeted at a specific recipient. POS is one of the tools used in advertising below the line.
So what do we include among POS? It is quite an extensive collection, which can be broadly divided into two large groups - durable media and soft media. The first are POSs made of quite durable materials, such as plastic or metal, they will be special racks, shelves, stands for leaflets or info kiosks. Soft carriers are those made of less durable materials, usually paper. Among them we can find:
- wobblers - otherwise known as kiwaki, mobile advertising materials, attached e.g. to shelves,
- shelf stoppers - small elements placed vertically along the shelves,
- various types of stickers or stickers,
- stands - standing elements,
- hangers - hanging elements.
Point-of-sale - what functions can the carriers fulfill?
First of all, the task of POSs will be to support sales goals, influence the customer to make a purchase of a specific product while already at the point of sale. However, POSs can affect the customer in various ways. They can:
- provide the customer with substantive and substantive information about the prices of products, their values, bonuses,
- attract the customer's attention with your form,
- influence the client's mood and emotions,
- show the way to the place where the specific goods are located in the store,
- stop the customer at a given shelf.
Of course, POSs can also be located outside the store itself, e.g. in front of the entrance, in the vicinity of the store, but they can also be billboards, posters or even promotional newsletters delivered to homes.
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What to look for when running a POS campaign?
It is especially important to arrange the carriers in the store space. There are special guidelines on how to place a given type of POS carrier in the sales space - they are developed on the basis of long-term observations of the purchasing behavior of the customers of a given store. For example, at the end of shopping alleys in large-format stores, stands should be placed, and in the alleys themselves - wobblers and shelf stoppers. The overriding principle in the placement of POSs, however, is usability - they should first of all effectively influence the customer to purchase a specific product. It is also important to mark the price on POSs - it can increase the sale of the advertised goods by up to several dozen percent.
How to improve the effectiveness of POS? Professionals have several ideas on how to improve point-of-sale marketing:
- Use the sellers' knowledge. They are an excellent source of knowledge about customers and their habits, as well as about where the best-selling goods are located and what store visitors pay special attention to.
- Do not be afraid of tests - try different locations of POSs and products in the store. Track changes in sales of specific goods and draw the right conclusions.
- Place promotional items and POS to encourage the purchase of these items in the most frequented places, aisles in your store.
IT point-of-sale systems
There are also special IT systems whose task is to provide comprehensive sales support in stationary stores and catering outlets. They allow for the analysis of sales data, their archiving and improvement of the quality of customer service. POS IT systems support, among others cash registers and barcode readers. They can be easily configured for a specific type of business and transparently analyze sales statistics.
Smart shopping carts and mobile shopping calculators are still the melody of the future in Poland. Experts say that the future of point-of-sale marketing lies in technical innovations. They are to significantly facilitate the observation of customers' purchasing behavior and allow for quick analysis of the collected data, and thus - effective sales optimization.