To promote a brand or its products, many solutions exist. One of the most widespread and most effective remains thePoint of sale entertainment, which offers the possibility of getting directly closer to the customer and seeing the immediate effects of their actions. There are several types ofcommercial activities, whose choice depends on the brand's target and objective. Discover some tips for creating an effective point of sale animation.
What does point of sale animation consist of?
To succeed a Point of sale entertainment, it is necessary to prepare a clear action plan according to the form it should take. It thus naturally becomes easier to target the type of animation that best meets the objectives set by the brand.
Les point of sale animations correspond to promotional events that are present directly at the place where the purchase decision was made. The most common form remains entertainment on the supermarket shelf, for example. Free tastings or product sample tests in supermarkets are an often exploited promotional act, which introduces a product and highlights it directly at the point of sale in order to boost a company's sales through various objectives:
- The improvement of the brand image;
- Highlighting a new brand;
- The promotion of a new product;
- The relaunch of a product after a drop in sales.
In particular, this type of marketing strategy relies heavily on personal perception and the power of word-of-mouth. Customers who have tested a product for free and whose experience has been satisfactory are in fact more likely to promote it to those around them in turn.
Why focus on commercial animation?
Les point of sale animations are of great interest, both for new businesses and for those already well established on the market. They are an effective operation for any brand wishing to have a positive impact on its sales.
These actions allow, for example, to Optimize store traffic. Indeed, the presence of a stand on site automatically improves the visibility of the brand or product among customers, and thus maximizes their chances of selling. The whole strategy of the operation lies in installing the animation directly at the point of sale, as close as possible to the act of purchase, since the majority of customers make their decisions on site. This type of animation therefore represents a powerful promotional action whose results are immediately visible.
THEPoint of sale entertainment also gives the advantage of forming an initial vision of customer behavior with respect to the brand or product. Indeed, in the event that the animation was not a success, with sales not in line with initial expectations, the approach will not have been a failure, since it will have provided a concrete idea of the behavior of customers in relation to the products. The company will then only have to adapt its next promotional operations or direct its commercial strategy differently.
Regardless of the results obtained, thePoint of sale entertainment is therefore an effective method of boosting sales without engaging considerable resources, in addition to representing a real direct communication channel between the brand and customers or prospects.
Setting up a point of sale event: the prerequisites
To succeed in your Point of sale entertainment, it is necessary to take into account 3 main aspects.
The target and its needs
First and foremost, you must know your target audience: who are you talking to? Is your goal to target prospects? Or do you prefer to seek the attention of people who are already customers of the brand? Depending on the response, the operation may take various forms. It is then a question of adapting the device according to the chosen target and its own needs. The average generation or age group of the target clientele is in particular an important aspect to take into account in order to determine the most relevant type of animation to be put in place.
The objectives of the operation
Before you start organizing a peak sales animation, also take the time to precisely define the objectives of this marketing operation. Do you want to introduce new products to your audience, promote a special offer, or simply attract new customers? You could also aim to retain existing customers or want to revive the success of a product that is losing momentum. So many goals involve very different strategies.
Choosing the right place and time
THEPoint of sale entertainment represents a crucial step that can make all the difference for your business. The secret of a Point of sale entertainment successful? The right timing and the right location! The results of such an operation on the dynamics of your sales can be increased tenfold if the situation and the period of action are chosen carefully, based on customer numbers and store attendance.
The methods to animate your points of sale
THEPoint of sale entertainment can be presented in many ways, the methods varying according to the objectives of the animation, the nature of the brand, its values, what it sells and to whom.
The tastings
Often observed in supermarkets, point of sale tastings are always very successful. They are particularly effective when they are installed in the department where the foods offered are directly sold. In addition to motivating the purchase, they constitute for the customer a pleasant and gourmet first contact with the brand.
The contests
The game remains a powerful vector of interest for the customer. It is therefore a valuable tool for promoting a brand and at the same time improving its image with customers. This is the main objective ofcommercial animation in the form of a competition, which can also boost product sales by increasing the chances of winning, for example, depending on the quantity of products purchased.
Product discovery workshops
Quite similar to tasting, this promotional operation is however not limited to food and generally offers a wide range of products to try freely. Giving customers a choice and providing them with an overall idea of the brand through a concrete experience remains an excellent way to boost sales.
Interactive digital signage
In the digital age and connected stores, using digital and interactive devices is always a smart solution to stand out, arouse interest and boost your sales potential. So, The advertising display screen represents a particularly impactful solution for promotional and informational purposes, infinitely customizable to match the identity and values of your brand.
The Cenareo solution and its screens interactive digital signage represent then the ideal way to set up a Point of sale entertainment modern, original and a vector of results. Having such a device at the point of sale maximizes your communication performance by engaging your audience in a more relevant and effective way, while promoting an excellent return on investment.
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