A point of sale (POS) display is a specialised promotional display that is found on or near the point of sale in a store, i.e. at the checkout. The key aim of a POS display is to attract the attention of customers to certain products which may be new, at a promotional price or may be seasonal specials.
POS displays are known to be effective in encouraging purchases. According to recent reports, the removal of tobacco from POS displays has been credited with reducing the risk of young people taking up smoking demonstrating just how powerful POS displays can be.
Follow these tips to ensure powerful and effective POS displays.
1 Include associated products
If your display contains products which have other associated item, make sure they are also included in the display for upsells. You could include vouchers for other products but if you include the associated products there and then customers are more likely to grab both at once.
Make sure your display is bold and eye-catching. You want customers to notice it as they are queuing to make their purchase so use vibrant signage with large fonts and bright colours to ensure it stands out and customers are attracted to it.
3 Digital signage
Screens and digital signs on a point-of-sale display are a versatile and dynamic option and can really attract attention. Screens can play videos including demonstrations or advertisements for a particular product. Interactive touch screens are a fantastic way to engage customers, allowing customers to take a quiz or play a game. A range of digital signage solutions can be found at moodmedia.co.uk/digital-signage-solutions for example.
If customers can see exactly what the product does or see other happy customers using and enjoying the product, they will be naturally drawn to the display. Use either a live-action display with a demonstrator (be sure the demonstrator fits the image) or even photographs or illustrations.
If you are displaying multiple products, aim to separate and personalise them. On a display for breakfast drinks for example, instead of just stating “tea” or “coffee”, try appealing to personalised customer preferences such as “For Tea Lovers” or “ For Coffee drinkers”. This is a subtle but effective change which directly appeals to customers, drawing them to the product.