With any “brick and mortar” location, much of your marketing efforts ain to get people in the door and to take that extra 30-60 seconds to impulse buy.  Now that they are in the door that’s a start, but it may not be enough to fully capitalize on additional sales. 

There is ample evidence that Point of Sale /Point of Purchase marketing can significantly impact revenue and profit. A recent report ( from TKM Consultants) found that POS/POP can be more influential than other forms of advertising including TV, Radio, and Print.   75% of buying decisions are made once the customer is inside your location  This only underscores how impulse buying can change and disrupt a consumer’s decision-making process.  To take advantage of the opportunity to capture more revenue from impulse buying you’ll need to integrate POS/POP tangible marketing and materials  into your overall strategy 

Research shows the primary reasons customers leave stores without making a purchase:

• 67% couldn’t find the product they came for
• 66% say the product wasn't available or it stock
• 51% said long lines inhibited their buying
• 39% poor customer service.

Point of Purchase marketing entices customers to buy something they didn’t know they wanted or needed.  It can be an effective tool for up-selling and cross-selling  Visual product displays and signage are prominent ( for example) in your local grocery store. It may not have been referred to as marketing however, leading customers past cold drinks, candy and other snacks was an intentional way to increase the customer's total buys.  So seemingly random displays at the end of an aisle are placed there for very

Today This strategy goes well beyond the grocery aisles. The product displays and signage in any store are also point-of-purchase marketing strategies, whether customers are aware of it or not. Small businesses and multi-unit chains can successfully use point-of-purchase marketing with a point-of-purchase branding expert,  a bit of inspiration, and creativity.

Try these POP/POS marketing strategies:

Pop-up shops

‌There are effective ways businesses can utilize the method of a”pop-up shop”  to increase sales. The first is setting up a pop-up-style product display in your store. The second is to partner with a school, charity event, or non-profit in your community.  Just another way to grab attention, and support the place that people visit.

Offers during checkout

You can take advantage of customers while in checkout by revealing specials more than once and upping the offer each time.  Signage, banners, and displays can enhance this checkout strategy by using one of these marketing phrases: Last chance!  /One Time Offer /  2 for 1/ buy 3 get one free etc.

Start your point-of-purchase marketing refresh now

 Point-of-purchase marketing can have endless possibilities.  Along with your knowledge regarding your store, website, and customers,  design a  tactile P.O.P. marketing program to compliment it. . Measure data and analytics so you determine what’s working and what isn’t. you’ll see how point-of-purchase marketing can boost your revenue stream and bottom line.