The importance of POS marketing
POS marketing is no longer important these days? Far from it! While it is believed that online retail is changing the face of retail, the reality is that brick-and-mortar retail has never been as important as it is today. Point of sale (POS) marketing must be at the forefront of the marketing mix.
Are you already planning your next POS campaign and still looking for innovative and reliable tools? Then let the examples of some of our selected customers inspire you. Find out more at https://www.upreach.com/case-studies
Here are 5 reasons why you should not underestimate POS marketing:
1. POS marketing works
2. POS marketing is measurable
3. POS marketing can loosen up the retail environment
4. POS marketing can build and strengthen brands
5. POS marketing enables reactive behavior
1. POS MARKETING WORKS
75% of purchasing decisions are made in-store, we also know that fewer and fewer customers are going on a planned shopping journey. Instead, they browse and are influenced by a variety of channels, which means that the POS is crucial when it comes to inspiring and persuading customers at the point of purchase.
The choice and number of products available is huge and the point of sale is key to helping time-pressed customers navigate the stores effectively.
The point of sale encourages impulse purchases by positioning products as a special offer, on sale or as an exclusive product of the week. Well-placed POS systems can also trigger impulse purchases, e.g. chocolates next to wine as a gift or herb mixes next to meat for recipe ideas.
When introducing new products, the point of sale is an extremely effective tool for highlighting the product and informing and enticing customers to try something new. These promotions are particularly effective at attracting customers who may not be particularly loyal to a brand.
2. POS MARKETING IS MEASURABLE
The impact of POS marketing on the bottom line can be measured and evaluated to help brands and retailers maximize their ROI.
For example, a brand may use the same POS spend at all major food retailers, but a higher return can be achieved on a particular promotion if spend is increased at one retailer and reduced at others.
POS specialists can evaluate the performance of different campaigns and if they are not working, change or adapt the promotion. Retailers, in turn, can experiment with different items at the point of sale and monitor their impact and success. The effective use of data enables the POS to generate additional sales for brands and retailers.
3. POS MARKETING CAN LOOSEN UP THE RETAIL ENVIRONMENT
Point of sale campaigns aim to interrupt the shopping journey and can also help retailers to temporarily change their environment for seasonal events or to highlight important product launches. There are various options available to create a buzz.
For example, use competitions to entice your target group into your store via drive to store. This way, you can acquire new customers and re-acquire existing customers. Turn your visitors into winners and create positive memories. Generate new leads, increase your sales and benefit from other advantages. If you want to find out more about the use of competitions, read the following article Competitions as a marketing all-rounder.
Are you running a specific campaign that you want to feature prominently or do you want to use a public holiday to draw attention to yourself? Then the use of photo booth is certainly a good option. Provide fun and entertainment and turn shopping into an experience. Whether as a printout or digital souvenir. With individual photos, you can create brand engagement that will be remembered for a long time to come and can ensure social media reach and fresh leads. Read more here Photo booths as an all-purpose marketing weapon.
4. POS MARKETING CAN BUILD AND STRENGTHEN BRANDS
The point of sale makes it possible to present brands in a coherent, attractive and appealing way at the spot where the customer can interact directly with the product.
Brands and retailers often invest heavily in 'above the line' campaigns and it's important that in-store advertising makes a clear connection to remind customers of the brand or promotion when they make a purchase.
Displays offer the opportunity to inform the customer and help them choose the right product for them when the purchase decision is more complex. Clear, effective categorization and messaging makes life easier for the shopper and helps build a relationship with the brand as a trusted partner.
Brands can also promote associations with events to strengthen their positioning, e.g. a chocolate brand and Easter or a stationery brand and the start of the school year.
5. POS MARKETING ENABLES BRANDS AND RETAILERS TO BEHAVE REACTIVELY
The point of sale is great for quick tactical responses to competitor activity, restocking, highlighting a particular product line or generating excitement at a particular time of year.
POS campaigns provide marketers with an immediate tool to adapt to changing market conditions.
The ability to react quickly also means that retailers and brands can benefit from current events as soon as they occur.
This could be an ice cream promotion in response to the hottest day of the year or a hot chocolate for the coldest day.
In essence, POS marketing allows brands and retailers to stay relevant to customers - a critical component to surviving and positioning themselves in today's competitive retail environment.
Your tool of choice for the implementation of POS marketing:
Are you looking for inspiration on how other companies have managed to run customer-oriented POS campaigns? Take a look at some of our selected examples: https://www.upreach.com/case-studies
