What is POS marketing? Point of sale marketing explained
What is point of sale marketing?
Marketing encompasses a broad range of activities involved in promotion, including both targeted at-home marketing such as email or TV advertising campaigns, and in-store promotions such as merchandising displays and leaflet distribution. Point of sale marketing (or pos advertising) is, more specifically, a form of promotion that takes place at the point a transaction occurs, i.e. in-store. POS advertising utilises various marketing displays to promote a brand, products, or anything else relevant to your business, whatever the sector.
While merchandising typically concerns the physical presentation of goods in-store such as with the use of specific displays and product arrangements, marketing more broadly covers a wide range of activities involved in the communicative promotion of a product, brand or service, thought there is some overlap between the two. Depending on what works best for your business, your point of sale marketing materials might include posters, window displays, branded display stands, shelf signs, or even floor stickers, featuring your current key promotions and campaigns.
5 essential point of sale marketing ideas
These basic point of sale advertising methods and marketing materials should be top of your list when organising your pos advertising strategy.
Use comprehensive POS signage throughout your business, including on wall displays, countertops, in floor standing sign holders, windows, and even overhead in hanging signs, which can be great for wayfinding. Ensuring consistency in both your printed graphics and poster holder style will enhance your strong branding and improve your image.
Whether you display your marketing materials on heavy duty weatherproof pavement signs, or on a simple A board, these are an easy win in terms of regularly bringing in footfall from the street, and can be used indoors too, to draw attention to displays. Get your high-quality marketing posters printed and sent with your signs for maximum convenience onsite.
Along with aisle signs and shelf banners, these are one of the easiest ways to enact effective upselling in-store, as they disrupt the shopper journey, effortlessly drawing attention to their shelf location and encouraging customers to compare products. Enhance their effect by considering your POS marketing colours and messages.
Displaying leaflets around countertops, entryways and high-traffic areas remains one of the best forms of point of sale marketing. Leaflet marketing gives your POS advertising a boost, allowing customers to take information home, and pass it on to others. Combine your marketing efforts and display information, loyalty schemes, gift cards and brochures.
Using digital screens for POS marketing around your business can have an even bigger impact than printed signs, when used correctly. Use digital posters and stands to influence customers on entering, entertain them while they're queuing for checkout, or add a touchscreen for an interactive display. Interactive marketing keeps customers engaged for longer.
What should I display on my POS advertising?
Ensure all of your marketing signage at the point of sale combines all of your ongoing marketing efforts, such as advertising your loyalty schemes, promoting multi-buy discounts, prompting customers to make add-on purchases or upsell decisions, displaying gift cards and more. Outdoor signs and window displays require sharp, punchy messages or irresistible offers that will make passersby stop in their tracks and make a spur-of-the-moment decision. In-store posters and digital screens ought to enhance the overall business image and display aspirational imagery that speaks to your target market.
Use of digital signage has been shown to increase the amount of time and money spent in-store, as well as positively affect approach behaviour, meaning shoppers were more likely to approach a product display which featured a switched-on digital sign . Shelf signs and aisle banners should be more specifically price-promotional or individual brand-promotional, bringing attention to specific areas of the shelves.
Leaflets and brochures should ideally provide enhanced information or other benefits (such as a free gift) for visitors to take away with them, things that simply can't be done with other forms of POS marketing displays.
Use a loyalty card holder or gift card holder to provide an up-to-date and interactive display, where you might previously have settled for a simple business card display.
In a study of in-store marketing activities, it was noted that floor signage can help to draw customers towards merchandise and further into the shop (Roggeveen et al., 2014), so make sure these are used in the right locations in order to influence your customer's journey through your store and bring attention to key displays.
Point of sale marketing materials
CPV In stockFrom: £4.98(from £ per unit)
AFS7 In stockFrom:
£9.79(from £ per unit)
DDV In stockFrom: £1,939.49(from £ per unit)
SD4B In stockFrom:
£4.22(from £ per unit)
Why focus on POS advertising rather than other forms of marketing?
This is easily answered with the often-cited Henley Centre research which claimed that "73 per cent of purchase decisions are made at point of sale" , though this was updated by POPAI who, in 2012, found this to be 76% - a small but significant increase . This is backed up by (more recent) research which has demonstrated that, of all customer touchpoints, in-store communications are most influential . It's the touchpoint with the highest likelihood of converting your visitor into a buyer and, if you use effective point of sale marketing materials, you can encourage them to make those quick purchase decisions, and even become a loyal customer where they weren't previously.
Why use bespoke POS marketing displays?
Some of the most innovative point of sale marketing ideas have their basis in bespoke POS displays. Having bespoke POS sign holders and display stands manufactured for you allows you to ensure your branding is on-point, particularly in regards to colours, materials and sizes. When you get your POS advertising direct from a manufacturer, such as ourselves, this not only ensures individuality, but also benefits you with consistent quality, as well as considerable bulk-buy discounts, which is a key concern for larger businesses with multiple branches to merchandise.
You can view all of the standard printed and branded products from UK POS here, however, if you would like to get a quote for a completely bespoke point of sale display in your choice of colour, size and print, please get in touch with our sales team on 0161 638 7501.
Bespoke POS marketing materials
1. Nordfält, Grewal, Roggeveen, and Hill, ‘Insights from In-store Experiments’ in Review of Marketing Research: Shopper Marketing and the Role of In-Store Marketing eds. Dhruv Grewal, Anne L. Roggeveen, and Jens Nordfält, vol. 11 (Bingley: Emerald Books, 2014), p.6.
2. Frontiers, ‘Planning for Consumer Change in Europe 1996/1997’ (1996), Henley Centre. Cited in Connolly and Davison, ‘How does design affect decision at point of sale?’ (1996), Journal of Brand Management, vol. 4, p. 100.
3. POPAI (Point-of-Purchase Advertising International), ‘The 2012 Shopper Engagement Study’ (2012), http://www.popai.com/engage/docs/Media-Topline-Final.pdf [accessed 25th August 2021].
4. Baxendale, MacDonald and Wilson, ‘The Impact of Different Touchpoints on Brand Consideration’ (2015), Journal of Retailing, vol. 91, issue 2, pp. 235-253.