Did you know that printed marketing materials require 21 per cent less cognitive effort to process? Despite many businesses focusing on their digital marketing efforts, statistics show that printed point of sale marketing (POSM) remains effective. Point of sale marketing can be a game-changer for your business, which is why in this article we dive into the world of POSM, exploring its importance, effectiveness, and the types of business that can benefit from deploying it.
What is point of sale marketing?
Point of sale marketing, also referred to as POSM, is a clever marketing strategy that involves using a number of promotional techniques and printed materials to grab customers’ attention and tempt them to making another purchase shortly before payment.
This consists of a range of printed materials, including banners, posters, signs, shelf talkers and stand-alone displays that are placed throughout a store.
The aim is to convey important information, be noticed, and encourage a purchase.
What does ‘POS’ stand for in marketing?
To understand POS in marketing terms, it is important first to clarify its meaning.
POS stands for ‘point of sale’, which refers to the location where a transaction between a customer and a business occurs. This might be a retail store, a supermarket, a restaurant, or anywhere else you can exchange goods or services for money.
As part of this process, you will inevitably encounter point of sale marketing (POSM), which involves strategically locating printed materials to promote products and services right at the point of sale.
We work with a long list of customers to create the perfect promotional materials to suit their needs, from posters and banners to signs, shelf talkers, and displays.
How do POS displays complement your retail merchandising?
In modern business, POS displays are an integral practice within retail merchandising and play a key role in influencing consumer behaviour.
When you have cleverly designed and strategically-placed POS displays, you can complement your retail merchandising in numerous ways:
Brand visibility
Did you know that 56 per cent of consumers surveyed stated that they trust print marketing the most of all marketing types? Customised POS displays that include your logo, branding, and message will help to reinforce brand recognition.
Capturing attention
According to recent research, businesses now only have 0.9 seconds to grab the attention of shoppers with POS marketing. By using bright, eye-catching POS displays, you can immediately capture your customer’s attention, making them take notice of your products and service.
Impulse buying
A commonly cited statistic estimates impulse buying comprises 40 to 80 per cent of all purchases, which is why using well-designed POS displays is so important. These signs can encourage impulse shopping right at the point of purchase, significantly boosting your revenue.
Sales and promotions
Using POS displays in-store is the ideal way to highlight any special promotions, seasonal sales or discounts you currently have. You will often see large ‘Up to 50% Off’ posters plastered across shop windows to create a sense of urgency and encourage customers to make a purchase.
How can you make POS effective?
Here are the key strategies we encourage our customers to use to make their POS efforts more effective.
Target audience
Any POS marketing materials produced should always be tailored to your target audience, making sure the messaging and visuals resonate with their interests and needs.
Strategic placement
Always be mindful of where you place your printed POS displays; they should be visible in high-traffic areas that will grab the attention of customers.
High-quality printing
Investing in high-quality graphics and printing for your POS materials is key to creating the right impression and visually appealing signage.
Types of businesses that use point of sale marketing
Businesses across all industries can implement point of sale materials as part of their marketing strategy.
Some of the most common include:
- Retail stores
- Restaurants, bars & cafes
- Pharmacies
- Convenience stores
- Trade shows and corporate events
Want to learn more?
Point of sale marketing is an incredibly effective marketing tool for businesses worldwide, and our team is vastly experienced supplying customers with powerful point of sale printing and design.
If you are interested in learning more about how you can implement POSM into your business, then don’t hesitate to get in touch with us today to discuss how we can help design engaging POS for your business.
Call us on 0115 951 2468 or send an email to team@birchprint.co.uk.
