Generating additional sales through point of sale

24 Jan 2013

With many high street stores feeling the pinch, just how important are point of sale displays?

In the current economic climate, an increasing number of retailers are quitting the high street, making it even more crucial for those that remain to stand out from the competition. Research shows more than 50% of purchasing decisions are made on impulse and window displays and other point of sale materials can be critical in generating additional sales.

Eye-catching point of sale signs can help to grab shoppers’ attention by drawing them in to the store and alerting them to special offers and new products. Point of sale materials come in all shapes and sizes and can be used by even the smallest of retailers. They can be anything from posters and mobiles to leaflet dispensers, counter display units and shelf edging.

How to Maximise Your Point of Sale Opportunities

Know Your Customers

It is vital that you have a clear idea of your customer base before promoting special offers and new products with point of sale material. For example, upmarket stores will require better quality materials with glossier finishes.

Consider the Location

Effective window displays are a starting point to entice shoppers in. Other areas to display point of sale materials include entrances and walls. The checkout area is one of the most effective locations because customers are often queuing, offering additional time for impulse buys.

Focus on Special Occasions

Christmas is the obvious one, but other occasions such as Valentine’s Day, Easter, bank holidays, the World Cup and Halloween can all be used as a hook to create innovative point of sale signs and other displays.

Update Your POS Materials

Tired, faded materials will do nothing to enhance your image. Ensure your signage is up to date and in good condition.

Look to the Future

In our increasingly digitally connected world, it comes as no surprise that electronic point of sale is becoming more commonplace. Digital screens enable real-time content, while touch screens allow for customer interaction.

It is more important than ever for retailers to have a competitive edge. Many high-street stores continue to struggle and it is essential that they find innovative ways to engage with existing and new customers.

Internet shopping sales continue to soar and new technology allows people to shop anywhere and at any time of the day. Traditional retailers will need to be more creative than ever in attracting shoppers through their doors.