Before finalizing a purchase in any store, store, supermarket or department store, it is very common to receive an infinite number of impacts with a clear intention, to increase the average purchase ticket or to sell certain products.
Despite the fact that we have more and more informed and aware users of these advertising strategies at the point of sale, is it still effective?
The answer is a resounding yes. The truth is that many of these advertising actions are aimed at an irrational part of the consumer(Neuromarketing). A part that does not allow us to think clearly, and brands know it.
Therefore, in markets highly saturated with offers, products, prices, etc., developing effective advertising strategies at the point of sale is the key to differentiation and, therefore, to success.
So once we are clear about the effectiveness of these Trade Marketing strategies, let’s start by clarifying some doubts.
What is point-of-sale marketing?
Point-of-sale marketing refers to all efforts that increase sales at the point of purchase. Primarily, this revolves around a cash register, although each company can redefine “its” own point of sale.
The most common method of in-store marketing is display, while other methods include the use of signage, emotional marketing and cross-selling.
Among all the possibilities offered by this type of marketing, one of the most effective strategies is known as APOS (Advertising Point of Sale).
APOS application
Restaurant chains, supermarkets and retailers often use point-of-sale marketing tactics to encourage customers to make last-minute purchases. However, since retailers resell other companies’ products, point-of-sale advertising is important for all companies that sell items located at or near the retailer’s point of sale.
Advertising in stores and department stores
They often place shelves of products between each available cash register, usually impulse products. Items near the outlets typically sell one-and-a-half to three times faster than the same product on a shelf elsewhere in the store, and some items in high-traffic supermarkets have been reported to sell up to 64 times faster.
Advertising in gas stations
Products are also placed on the cash register counter. Products such as vitamin or energy drinks, snacks…are highly prized items.
Advertising in fast food restaurants
They usually display desserts and gift cards at their points of sale. Restaurants where customers pay at the counter or directly on digital screens to avoid waiting in long lines, there are also specific gastronomic marketing strategies.
Advertising in supermarkets
Brands can purchase display space at a retailer’s point of sale, or even use much more digital point-of-sale systems to promote their products.
Unlike traditional marketing techniques, point-of-sale advertising must focus on specific products and showcase their strengths against similar brands. It must strike the perfect balance between material and sensory resources to help captivate the consumer and convince them to make a purchase. Find out more about Supermarket Marketing.
Why should you implement this type of marketing in your company?
There are 2 key points that leave no room for error:
- Highlight products. Are you going to offer a new product to the market and want it to stand out from the competition? You need to get people’s eyes on it, so that’s where the point of sale will help you highlight your offerings.
- Attract to your brand. Point-of-sale advertising not only serves to highlight a certain product. It will also help you to arouse curiosity about your brand and the rest of your products.
Point-of-sale advertising solutions
To know what type of advertising you should implement in your business, you need to know the types of point-of-sale advertising you can use.
Digital signage
Digital signage is all around us. From videos at the gas pump and programming in waiting areas to check-in kiosks at the airport and maps in hotels, digital signage entertains and informs customers in businesses of all shapes and sizes.
Digital signage is an electronic sign that is used to convey information to the public and store customers. It uses an LCD, LED or projection screen to show videos or displays that engage nearby users. This technology already allows us to create interactive and even immersive experiences.
Dooh
The acronym DOOH stands for “digital out-of-home” and is mainly used to refer to different types of media and outdoor advertising.
DOOH media offers a unique opportunity for advertisers to combine traditional types of advertising with a modern twist, helping to reach more potential customers and engage audiences.
They are a term used to describe digital forms of media and advertising that appear in places accessible to the public, such as shopping malls, large avenues or along major highways.
Paid media
Paid media (or Paid Media) is an Outbound marketing strategy that includes any marketing tactic for which you pay.
Paid media includes things like paid search ads, shopping ads, display ads, social media ads, etc. All of these ads work to put you in front of the right people, at the right time. You can strategically segment and place these ads to get views from your ideal audience.
Product packaging
Product packaging design refers to the creation of the exterior of a product. This includes the choice of material and shape, as well as the graphics, colors and fonts used on the packaging, a box, a can, a bottle or any type of container.
Like all good design, packaging tells a story. It is also a sensory experience, literally drawing us in through sight, touch and sound.
Scent marketing
Companies are increasingly using scent marketing, i.e. the use of scent as a strategic communication tool. It is a strategy to make your brand immediately recognizable and identifiable. It is an additional boost because it allows you to directly convey the values of your company.
Among our senses, smell is the one that triggers the most emotional, involuntary and irrational reactions.
Did you know that smell is the sense with the greatest impact on our memory? In fact, human memory can remember up to 10,000 different smells compared to only 200 different colors.
Do you want to know more marketing solutions oriented to the point of sale? We leave you here the unified solution, Marketing 360.
Conclusions
The use of point-of-sale advertising is a way of making an impact on customers and serves to highlight certain products or specific sections. In this modality, care must be taken with the design, colors, message and call to action.
With a perfectly designed strategy you will be able to generate impactful results.
Ask Inprofit how we can help you design these strategies and implement the latest solutions in the market.
