Today’s shoppers have a wide range of choices available to them. Brick-n-mortar happily co-exists with online retail, customers patronize neighborhood discount stores and mega supermarkets with equal elan, mom-n-pop stores are cheek by jowl with massive warehouse stores. While it’s a fact that online shopping has gained huge popularity, in-store purchasing is holding its own. Studies show that the majority of purchasing decisions are made in a physical location.
Whatever the nature of the business, what they all have in common is a POS or point of sale where the customer pays for goods or services purchased.
There are different types of POS systems with a variety of features, add-ons, tools etc that can be tailored to give you the maximum business benefits. Systems can be customized to sync with the industry and sector of business that you’re in. You can purchase a complete POS system or specific components that include software, hardware, cash register, hand-held devices, bar-code readers etc.
What Is POS Marketing?
When customers line up in front of checkout counters, they could get impatient, and experience the wait to be longer than it is in reality. They represent a “captive audience” at that time and businesses can use this opportunity to convey in-house messaging, product news, promos, discounts, offers etc. The point of sale can also become a focus for other customer interactions such as additional purchasing.
Studies show that businesses can increase their overall profits by 2% through POS marketing strategies. Typical examples include end-caps and shelf-displays placed along the checkout lane, at the counter and at strategic places in the store. They help to persuade the impulse shopper to grab items that are usually low-cost, handy, novel enough to add to the cart while waiting. Counter staff can also be trained to promote goods and services at the POS. This is also the point where loyalty programs, coupons, discounts and special offers can be applied.
POS Marketing Significance And Why It Should Feature In Your Marketing Strategy
Checkout aisle lined with POS quick-grab items
1. Captures Attention: Shoppers may look for specific products in the regular aisles, but at the checkout line, their attention can be seized by a variety of products that won’t add up to a significant amount on the final bill. This is a great way to promote smaller packages of snacks, cosmetics, candy, toiletries etc. that a shopper may ignore in the regular aisle. Products like BOGO (Buy One Get One Free), consumables, phone accessories, etc that may not be on the shopping list can be pushed through POS marketing.
2. Real Profits: Studies reveal that nearly three-quarters of all purchasing decisions are made in-store and a majority of people go on unplanned shopping trips. That’s where a strategically planned POS marketing encourages impulse buying and can help to motivate consumers. Another area where this method can be used is to launch new products. Apart from impulse shopping, many consumers are new product enthusiasts and pioneers who enjoy trying novel products, technologies and services.
3. Creates Unique Shopping Experiences: Breaking the monotony of the conventional round of shopping pays off big dividends. Retailers can use creative ways to design shopping experiences that can be customized to sync with new product launches, promos, seasonal discounts, etc in both in-store and online retail.
4. POS Makes Your Business More Responsive: With a smart POS marketing strategy in place, you can come in with swifter responses to competitors, ensure that extra stock is pushed to the right locations, product lines are highlighted and ramp up publicity for seasonal offers. For instance, if you’d like to promote a hot chocolate drink on the coldest recorded day of that month in winter, POS marketing is your best bet.
5. Simple and Cost Effective: Conventional advertising campaigns can be expensive. Use POS marketing to display your products, offers and messages. This is a simple, economical and equally effective plan of action that can be frequently changed as you require it. POS displays do contribute to increased sales by adding to the total number of items that shoppers add to their carts. Typical displays include sampling areas, counter and aisle displays, checkout messaging, freestanding units, giant sized dump bins, etc.
6. In-store Strategies: When the available retail space is limited, squeeze every drop of value out of it. Promote specific products, use theme-based marketing, train your staff to be responsive, friendly and alert, provide space for brands to showcase their latest products. Another great game plan is to cross-sell intelligently – for instance, if you’re promoting summer-wear, pair it with sunscreen products.