Using Point of Sale Marketing in Retail
Among the different marketing techniques that are available, the point of sale marketing technique is one technique that has been used by the retailers of varying sizes. Many retailers have really found great success in increasing the sales of the products by adopting this approach.
But one fact that has to be understood by the retailers is that not all the product sales can be increased by using this approach. This method is particular suitable to the category of non-branded items. There are many categories of items such as kitchen utensils, floor mats and other such house hold utilities that don't have a major dominating brand. Utility items like these are perfect candidates for point of sales marketing.
This type of marketing approach can be implemented in several ways. One way is to display the offers that are available for such products in front of the store or at the sides of the store, where customers walk along to reach their desired section. The display can be in the form of a laminated poster with an attractive picture depicting the item. If the poster is made up of hard cardboard, then there is no need to laminate the poster. As the sale offer will be applicable for a couple of month, the poster should at least have a life of 2 months. These posters should not block the view of the various section sign boards that help the customers to reach the needed section. The poster should be fixed at a location in such a manner that it can be easily removed after the offer period get over.
Another type of point of sale marketing strategy is the counter displays available at the billing counter. When the customer waits in the line to make the bill payment for the purchases they have made, it makes more sense to have a sign board at the billing counter displaying the sale and offer for a particular product. When the customer glances at the counter display, there is a possibility of the customer opting for the product displayed over the counter.
When designing these counter display items, sufficient care should be taken to leave sufficient space for the customers to move in the line. Another useful option available in implementing point of sale marketing is shelf talkers. These are information that is attached to a particular shelf in particular section. This will indicate the advantages of using the product compared to other similar products.
But one fact that has to be understood by the retailers is that not all the product sales can be increased by using this approach. This method is particular suitable to the category of non-branded items. There are many categories of items such as kitchen utensils, floor mats and other such house hold utilities that don't have a major dominating brand. Utility items like these are perfect candidates for point of sales marketing.
This type of marketing approach can be implemented in several ways. One way is to display the offers that are available for such products in front of the store or at the sides of the store, where customers walk along to reach their desired section. The display can be in the form of a laminated poster with an attractive picture depicting the item. If the poster is made up of hard cardboard, then there is no need to laminate the poster. As the sale offer will be applicable for a couple of month, the poster should at least have a life of 2 months. These posters should not block the view of the various section sign boards that help the customers to reach the needed section. The poster should be fixed at a location in such a manner that it can be easily removed after the offer period get over.
Another type of point of sale marketing strategy is the counter displays available at the billing counter. When the customer waits in the line to make the bill payment for the purchases they have made, it makes more sense to have a sign board at the billing counter displaying the sale and offer for a particular product. When the customer glances at the counter display, there is a possibility of the customer opting for the product displayed over the counter.
When designing these counter display items, sufficient care should be taken to leave sufficient space for the customers to move in the line. Another useful option available in implementing point of sale marketing is shelf talkers. These are information that is attached to a particular shelf in particular section. This will indicate the advantages of using the product compared to other similar products.
Source...