Point-of-Sale Marketing
Point-of-sale marketing (POSM) is an effective way for businesses to increase sales by creating promotional campaigns that target customers at the point of sale. It’s an important tool for businesses that want to capitalize on impulse buys and convert walk-ins into loyal customers. This type of targeted and interactive marketing technique relies heavily on visual presentation and presence. By strategically marketing your in-store promotions, you can drive up sales, capture new customers and establish long-term customer loyalty.
POSM works by cultivating an attractive environment that encourages customers to purchase products without hesitation. This can include strategically placing products, posters and point-of-sale displays in high traffic areas. Additionally, you can use POSM to introduce innovative promotions such as discounts and loyalty rewards. When done correctly, store owners and managers can not only increase sales along particular product lines, but also increase the overall sales volumes.
Starting a POSM campaign can be an intimidating process. Fortunately, there are steps you can take to ensure you have the right promotional materials and the right design that will create an attractive environment.
First, consider your branding and be sure to use the right colours and visual cues. Consistent branding helps customers associate your store with specific products and services. Additionally, determine where in the store you’d like to position your POSM materials. A good rule of thumb is to place them at the primary point of sale and in high traffic areas.
Next, identify what promotional materials you need. This can include display stands, digital displays, posters, shelf talkers and coupon cards. These items can all be custom designed to reflect your branding and help grab customers’ attention.
Finally, the POSM materials should be professionally designed to reflect your brand and product lines. In store visuals should be cohesive, easy to read and eye catching. Additionally, use direct copy that informs customers of product features and directs them to the right product.
Point-of-sale marketing is an effective way to increase your sales and capture more customers. Leverage the right materials, engaging visuals and effective copy to create an attractive environment that encourages customers to purchase. When done correctly, POSM can provide an effective return on investment.
