As with any marketing activity, having a good strategy is key. UK Point Of Sale Group’s Sales and Marketing Director, Debra Jamieson gives her top five tips on how to maximize point of sale (POS) opportunities to encourage impulse buying, cross-selling and overall store promotion this Easter.
1. Sell-in promotions through your shop style and think about your customer base
Understanding a shop’s clientele is fundamental to the success of the business and is something to bear in mind when promoting special offers through POS. The other factor to consider is the style of POS items used to promote such offers.
If stores are higher-end, they should go for the better quality POS materials. Wooden framed display cards with chalkboard inserts or flex pavement holders are an excellent option.
Alternatively stores which drive sales predominately through offers, should use the cost effective alternatives such as plastic framed display cards or re-useable adhesive ticket holders.
2. Carefully consider a store’s layout when positioning POS
Essentially PoS positioning is just as important as the special offer it promotes, so make the most out of available space, both inside and out. Is there enough room for a pavement sign which is visible to customers approaching the store? Once in store, is there a particularly favoured route customers take to get to the checkout?
If so, maximise the use of that section/aisle to promote any Easter special offers and deals with poster holders and ceiling danglers at the entrance, to merchandising strips, show cards and shelf talkers down the dedicated aisle and branded impulse bins at the checkouts. This fluidity will pass on the necessary visual cues that turn browsers into buyers.
3. Make the most out of window displays
Window merchandising on the high street is an extremely important part of the customers’ shopping experience. Unlike the smaller, high street stores, supermarkets rarely have the luxury of window displays to tempt buyers in.
Ensuring a shop window really stands out and that special offers and promotions are clearly on show will certainly make all the difference. The obvious forms of POS ideal for such displays include window poster holders or deli tickets
But displaying your products effectively is just as important, which is where display bridges and support stands come into play.
4. Think outside the box with in-store promotions
Take advantage of the Easter period and think of alternative ways to promote it such as Easter recipe cards in counter top leaflet dispensers or Easter baskets and hampers on display supports.
Very much like Christmas, consumers will spend that bit extra to make it a special occasion; shop owners just need to push them in the right direction through the use of attractive, quality PoS.
5. Update your POS materials when they start to look tired
Nothing is more off-putting than seeing a poster put up by sticky tape or an old worn and torn ‘A’ Board sat outside the front of the store looking unloved. POS should look clean, streamlined and most importantly professionally consistent to draw customers in.
This can easily be achieved by investing in new POS materials and print. First impressions are often the ‘deal breaker’ so make the most of your store’s appearance.
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