POS (point of sale) in a retail environment refers to a marketing campaign deliberately rolled out to increase sales during the customer shopping experience. This can be anything from obvious placement of offers during the queue at checkout, or beautifully presented product catalogues that showcase your new season collection in store. Whether it’s a conscious or subconscious decision, consumers love the thrill of a purchase. When we make a purchase, our brain releases the endorphin Dopamine which leads to momentary pleasure. Successful POS campaigns feed a consumer’s Dopamine hit by encouraging them to buy something they don’t necessarily need, either because it’s on sale or because it looks lovely in the catalogue!
One of the most important ingredients of a successful POS campaign is knowing your market inside out. What works for one of your audience groups may not work for another, so it’s important to do a thorough review of your audience types before you embark on any POS campaigns. You may have already tapped into what makes your customers tick. Is it the fact they want vegan made cosmetics at a cost-efficient price or are they looking for a healthier alternative for their dinner? Once you know the answers, you’ll be able to promote to them successfully. If you know what makes your customers tick, then come to us armed with some ideas and we’ll work with you to discuss them and drum up some messaging, before executing your POS project.
The great thing about instore retail displays is that there are many display options to choose from, ranging from free standing units, to counter or checkout displays. When your POS is situated correctly, you’ll find that it really does work. What are you looking to achieve from your POS? Are you looking to shift sales on a product that has previously not done so well? Are you looking to increase visibility on a new product range? Are you highlighting a seasonal sale? Whatever your goal, strategically placed product marketing can drive your customers into a purchase and consequently contribute to higher overall sales.
POS isn’t just about ‘BOGOF’ labelling, it’s also about showcasing your product range in the best possible light to help entice customers to buy. From branded brochures, leaflets and flyers to the full product launch, our team can run your campaign from start to finish. Once your brief is in, we’ll be brimming with ideas on how to make your product stand out from the crowd with eye-catching POS print material. When you work in partnership with us, you’ll be able to sit back and relax while we take on the hard work!
Every Christmas, we work with the fashion retailer, Zara to produce their in-store sale and seasonal POS. Our team were given a 4-week deadline to have all materials ready for their Boxing Day sales. We had to finalise all artwork and make sure it matched across all departments, currencies and price points. All POS was counted and picked and packed in-house to speed up the process. If you’d like to find out if we made the deadline, take a look at our case study here.
If you need any help with your next campaign, or you’re taking your first steps in the POS world, give us a call on 0115 951 2468, or alternatively pop us an email to team@birchprint.co.uk and our team will be more than happy to discuss in more detail.
