What to remember
Point of sale advertising (or POS)
Point of Sale Advertising makes it possible to increase the sales of a store with a low initial investment and consists in communicating directly at the place where the consumer makes his purchases. This advertising makes it possible to reach a qualified target in a state of “consent”, insofar as they are cognitively ready to spend.
POS can be presented in various forms:
- Visual : Entertainment stands, boxes, signage, displays, displays, signs, screens displaying presentation spots, interactive touch screens, window displays, video projectors...
- Auditory : Promotional announcements, music, news...
- Olfactory : Odor diffusers...
Key success factors
The POS must make the product attractive. Sight is the most sought-after sense at the point of sale, so getting a legible POS in an environment where all products tend to be highlighted is therefore a real challenge. The colors and shapes used are important elements to highlight the product.
The POS should provide relevant and useful information. While it is important that it be attractive, a good POS must above all provide customers with the right information on the product it is promoting: the advantages, characteristics, and particularities must therefore be clearly explained.
The POS must generate sales. POS must encourage the customer to buy, the screens and animations that dynamic POS can provide are therefore all tools to use.
Trends in the point of sale advertising market
The year 2012 saw “a very marked decrease in the use of plastic materials and a very significant increase in digital media used alone or integrated into a POS”. (Source: PopAI and the Harris Interactive Institute, 2013) Another interesting point in the study shows that the purchase decision rate in the store increased from 70% in 1995 to 76% in 2012. The point of sale must therefore stimulate impulse purchases through relevant and innovative in-store communication. Contrary to popular belief, impulse buying is not only the result of creating a need, but often occurs when a memory is awakened that the store brings back to life. (in relation to a need expressed by the consumer in the past.)
Today, store managers have less time to ensure the impact of their message and trigger the act of purchase. Indeed, the average time spent in stores has considerably decreased in 20 years, paradoxically, nearly 50% of purchases are made at the point of sale. The problem is about to be solved thanks to the arrival of digital technology, which increases the impact of advertising messages and attracts more attention, compared to traditional POS. Additional proof (if one was needed) that demonstrates the impact that a In-store communication, is that more than one purchase out of six is made when a POS is set up in the store!
You have a digital signage project, ask for a demonstration.
