In a retail environment, you have several opportunities to make a quick sale and drive revenue for your business. One is the point-of-sale — an area where customers can spend time and connect with your brand. Checkout-ready customers are the chance for you to engage.
As they stand in line, they may look for last-minute items to take home that day. That is where a strategic point-of-sale (POS) marketing approach can elevate this experience. If you are ready to boost your bottom line, you can increase your sales using these simple point-of-sale marketing tactics.
What is point-of-sale marketing?
Point-of-sale marketing is also referred to as checkout marketing. It is a retail tactic stores use to entice shoppers to add more to their carts before leaving. POS marketing involves the strategic positioning of products in a way that nudges customers to make unplanned, impulsive purchases toward the end of their shopping journey.
While you may often associate this technique with the impromptu addition of confectionery, gums or snacks, it is more versatile than that. In varied settings, this could mean grabbing travel-sized toiletries, tech gadgets or accessories, depending on the store you have.
The key to effective POS marketing is maximising the limited space around the checkout area. The products you showcase and how you display them should align with your business goals and the customer's journey.
Are you aiming for a higher purchase volume or capturing their details for future engagements? Whatever the objective is, POS marketing can be a subtle but powerful tool to guide shoppers beyond their initial shopping list. As such, this tactic enhances their experience and boosts your sales.
Why point-of-sale marketing works
Point-of-sale marketing thrives because it taps into in-the-moment decisions. Most of the purchase decisions customers make are finalised in-store. Therefore, shoppers may walk in with an idea of what they want to buy. Yet, as they wander the store, various items may influence their buying behaviour.
POS marketing works because of its adaptability. It nudges time-crunched shoppers with timely deals or exclusive "products of the week". Strategic placements - such as chocolates near wines or jewellery beside clothing - can spark unplanned purchases.
Furthermore, brand loyalists may bypass POS displays. However, the less brand-committed shopper gets drawn into the products making their debut. Seasonal themes or brand product launches get a boost with POS marketing, making the in-store journey vibrant and flashy.
Incorporating elements like light, sound or 3D displays amplifies the shopping experience that online shopping may not match. Therefore, POS marketing provides an unforgettable in-store experience that drives foot traffic and sales.
Point-of-sale marketing strategies
These are some of the best POS marketing tactics to start trying in-store.
1. Create a seamless shopping experience
Brands are keen on delivering a memorable buying experience. They are blurring the lines between the physical and digital worlds through omnichannel approaches and leveraging every avenue to communicate their brand values.
Go beyond customer interaction and consider crafting unforgettable experiences that will increase sales. To ensure a seamless POS experience, integrate technology like touch-screen kiosks or augmented reality tools.
This provides customers with information and interactivity, making their shopping journey truly seamless. Plus, these systems can track customer buying behaviours, and allow you to predict trends through artificial intelligence and machine learning.
2. Line displays in the checkout area
Enhancing the checkout area with strategic displays is essential in point-of-sale marketing. Shelves or standalone displays where customers wait in line can be full of affordable products that prolong the customer's shopping mindset.
Think of easily grabbable items like snacks or small accessories that only take a second to decide on. You could also display those easily overlooked necessities, such as batteries or nail clippers.
If you work in a clothing boutique, small displays of fashion tape or mini sewing kits near checkout can lead to spontaneous add-ons. Often, customers overlook these products or have yet to realise they need them until they are right before their eyes at checkout.
3. Make a sampling area
Establishing a sampling or demo zone near the checkout can greatly enhance customer engagement and elevate sales. By offering a taste of a new treat or a hands-on demonstration of a product, you familiarise shoppers with new offerings and encourage them to buy.
Often, suppliers willingly provide sample stocks and even temporary display setups at no extra cost. If that is not an option, a table with clear signage can serve the purpose.
Position this station close to the POS, ensuring it does not congest the area or interfere with the checkout flow. Such strategic placement will influence impulse purchases and provide an enhanced shopping experience.
4. Establish large dump bins with special promotions
Dump bins are strategic floor-standing containers often filled with discounted or sale items. Think of large containers brimming with discounted products in larger stores. These are designed to fuel impulse buys. If you have a surplus of budget-friendly clearance items, positioning a dump bin close to your checkout can be highly beneficial.
With attention-grabbing signage and easy accessibility, these bins can entice customers to sift through and add more items to their carts. This tactic capitalises on their bargain-seeking instincts while they await their turn at the checkout.
5. Create eye-catching focal points
Focal points are crucial in POS marketing, as they draw customers to specific zones or items. They are visually appealing points heightening product visibility and igniting customers' interest. To craft these focal points well, start with bold colours and contrasts. A palette of vibrant hues and stark contrast grabs the eye instantly.
You can also use accent lights or spotlights to accentuate the area and ensure it stands out. Consider using unique props, banners or thematic displays that resonate with your message.
You can also adopt the rule of thirds to ensure the displays are properly balanced throughout the store. Do so by segmenting the space into a three-by-three grid, placing your focal point where the lines intersect. This ensures your displays are approachable and organised neatly.
Drive more sales with POS marketing
Point-of-sale marketing is an excellent way to influence customers' purchase decisions and drive more sales. To achieve this goal effectively, align the customer's journey with their potential needs to create seamless experiences. Use these strategies to maximise and refine your sales potential as you further enhance the shopping experience.
Copyright 2023. Featured post made possible by Eleanor Hecks, founder and managing editor of Designerly Magazine. She's also a web design consultant with a focus on customer experience and user interface.