Point-of-sale displays should be viewed as an essential part of supporting and increasing sales rather than just a way to fill space or as a last-minute way to bombard customers with product.
After investing money on stock, rent and rates, staff wages and training etc., sales can actually be lost if a shops doesn’t meet their customers' expectations. For example, untidy displays and tatty Point of Sale send the message that a business is not serious. If your shop looks like a bargain basement, customers will expect bargain prices and may draw the conclusion that a product is poor quality.
Point of Purchase: Some Facts
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Point-Of-Purchase Advertising International (POPAI) reports that as much 75% of buying decisions are made in-store.
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Some experts even go as far as to say that 90% of purchase decisions are made in store.
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Where purchase decisions are low-risk, nearly all decisions can be made in-store.
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Merchandising and promotion around the Point of Sale area is particularly important because it represents the final opportunity to entice them to buy products.
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However only about 5% of marketing spend goes on in-store advertising and promotions and point-of-sale.
Given the impact that it can have, it is quite surprising that for most retailers Point of Sale merchandising is a hit-and-miss affair but there are some easy ways to help ensure Point of Sale maximises your sales.
Making the most of Point of Sale
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Review your current situation. Put yourself in the place of your customer and look at how they would perceive your current Point of Sale – its look and feel as well as its consistency
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Be your own brand ambassador. No matter low large or small your retail empire, you are its No1 advocate so make sure your Point of Sale reflects the brand values that you want for your business
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Revisit your Planograms and merchandising guidelines. These are developed by retail experts but may have become overrun by new lines, new Point of Sale etc overtime. Go back to your original layouts and see how they can be updated, not ignored
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Develop guidelines. Again no matter how many staff you employ, developing a Point of Sale policy will help develop those brand values and make sure everyone knows what is acceptable for Point of Sale – and what is not.
High quality Point of Sale can be developed cost-effectively – and there are always plenty of solutions available. The alternative is to continue to damage your brand and loose sales
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