Point of Sale (POS) marketing is an effective in-person marketing tool, bringing in more footfall, sales, and brand-recognition to your business. In this article we go over everything you need to know to incorporate POS into your marketing strategy

What does POS mean in marketing?

Point of Sale marketing involves a physical promotion board, leaflet, or other form of signage which is placed at the point of transaction, such as at a checkout till or counter. Unplanned purchases account for over 70% of all in-store purchases, and POS promotions are the most effective way to encourage these kinds of purchases.

POS marketing often takes the form of a display to promote a brand, product, or service, and are commonly utilised within the retail and hospitality industries. It is often used alongside Point of Purchase (POP) marketing, which is advertising placed within or just outside the store, often beside the product being sold.

Types of display

POS and POP marketing is very versatile and can take several forms. Signs are a common display option, and can be mounted on walls, shelves, windows, floors or suspended from the ceiling. They can be made of a range of materials, including metal, wood, vinyl, cardboard, acrylic, or even digital screens. Cardboard is a cost-effective option, but screens encourage customer engagement and can accommodate multiple advertisements.

Important things to consider

When planning your POS and POP marketing strategies, there are multiple factors which can improve the efficacy of your advertisements. Successful POS marketing is attention-grabbing and advertises deals to convince the customer to make an unplanned purchase. When attracted to an appealing display, 62% of shoppers purchase items on impulse, meaning the visuals of the POS signage are important to consider. Ensuring you have a big font and clear and recognisable design has the greatest chance of attracting customers.

The location of POS displays also plays a role in their success. Utilising cross-marketing strategies by placing the advertisement nearby items that are commonly sold together can improve sales of multiple products. Furthermore, displays that are eye-level and placed in high-traffic areas are most likely to grab the customer’s attention.

Lastly, it is important to consider which products and services you are advertising. When displaying leaflets, try to advertise an exclusive deal, event, or loyalty scheme as customers are more likely to pick it up and keep it. POS marketing leverages impulse purchases, so promoting bargains, low-ticket, or limited time offers can encourage people to make an additional purchase. Furthermore, advertising seasonal items like cards, decorations, or themed items can remind customers to buy an item for an upcoming holiday or indulge in a seasonal treat.

When implemented effectively, POS and POP can be a very successful and beneficial marketing strategy for your business.

We offer a range of services to suite all of your business’s needs. Contact our GIANT team or call us on 01604 250900 to learn more about POS marketing and more.