Point of Sale Marketing
Point of Sale Marketing (POS Marketing for short) refers to the targeted advertising and sales promotion strategy applied at the point of sale or transaction. This location is often referred to as the point of sale (POS) and includes physical shops, retail outlets, restaurants, shopping centres and similar retail locations.
The goal of point of sale marketing is to capture the attention of customers, influence their purchasing decisions and increase sales for a particular product, service or brand. It is an important component in the marketing mix as it has a direct on-site impact on potential buyers who are already interested in purchasing.
Common point of sale marketing strategies include:
- Shop layout and visual merchandising: The design of the shop layout, the placement of products and the use of visual stimuli to draw customers' attention and create an engaging shopping experience.
- Product displays and placements: The placement of products in eye-catching displays to increase their visibility and maximise sales opportunities.
- Promotions and discounts: The offering of limited-time special offers, discounts or promotions to increase the incentive to buy.
- In-store communication: The use of promotional materials such as posters, signs, display stands or digital screens to provide information about products and offers.
- Sales staff training: The training of sales staff to inform them about products and their benefits and to improve customer service.
- Cross-selling and up-selling: The stimulation of additional sales (cross-selling) or the sale of higher value products (up-selling) during the buying process.
- Use of product samples: The distribution of free product samples to convince customers of the quality and benefits of the product.
- Loyalty programmes: The implementation of loyalty programmes to promote customer retention and encourage repeat purchases.
Point of sale marketing offers companies the opportunity to optimise the customer experience, increase brand awareness, boost conversion rates and ultimately increase sales. An effective POS marketing strategy takes into account the target audience, shop architecture and product assortment to create a seamless link between marketing and sales.
AdVision digital's advertising statistics also include Point of Sales advertising data. POS marketing is listed under the media genre Out-of-Home and is referred to as At-Retail-Media.