POS: MEANING, TYPES AND POINT OF SALE STRATEGIES

POS, or Point of Sale Advertising, is a key tool in marketing and sales, as it plays a fundamental role in influencing consumers’ purchasing decisions. In a competitive environment, point-of-sale advertising is not just about displaying products, but about creating visual and emotional experiences that guide customers to make a purchasing decision at that very moment.

POS can take a variety of forms, from displays to interactive materials, and its goal is to maximize sales effectiveness and brand visibility within the point of sale.

WHAT IS POS IN MARKETING?

In marketing, POS refers to point-of-sale advertising, that is, any type of material, device, or strategy used within a commercial establishment to promote a product or service and encourage purchases. Unlike traditional media advertising campaigns, POS focuses on reaching consumers at the place and time they are making their purchasing decision.

What is POS in merchandising?

POS in merchandising refers to the strategic application of point-of-sale advertising techniques to maximize the sale of specific products. In this context, merchandising seeks not only to display products but also to influence their layout so that customers perceive them as attractive and desirable.

Merchandising techniques include strategically placing products in high-traffic areas, creating special promotional zones, and using point-of-sale materials such as displays or screens to encourage impulse buying . All of this is done with consumer psychological principles in mind, such as visibility, quick access, and visual interaction.

OBJECTIVES OF POS

Its main objective is to influence the consumer’s purchasing decision at the right moment , that is, when they are in the shopping space, whether physical or digital. Through specific techniques, POS can increase sales, improve product visibility, and enhance the customer experience. These objectives not only seek to increase transactions but also to create an emotional connection with the consumer, turning them into repeat customers.

Increase sales at the point of sale

One of the clearest objectives of point-of-sale advertising is to increase sales. This goal is achieved through strategic product placement and the implementation of attractive visual promotions. Using tools such as displays, posters, and signage, brands capture customer attention at the crucial moment, stimulating impulse purchases and facilitating conversion.

The point-of-sale promoter plays a crucial role in this process, as they are responsible for activating the POS strategy and directing customers toward the best purchasing options, thereby increasing sales and conversion.

Improve product visibility

Another key objective is to improve product visibility, ensuring that items are properly displayed to capture the customer’s attention . This not only increases the likelihood of sales but also helps strengthen the brand’s presence at the point of sale. Promotional elements, such as displays, interactive screens, and signage, play an essential role in creating an attractive space that encourages purchase.

Influencing the consumer’s purchasing decision

POS has a unique ability to influence consumer purchasing decisions. By creating an immersive environment aligned with customer needs, brands can facilitate decision-making, directing consumers toward the products that best suit their needs. 

ADVERTISING ELEMENTS AT THE POINT OF SALE

POS doesn’t just refer to the integration of various advertising elements at the point of sale that help create an engaging and effective shopping experience. These elements are designed to capture the customer’s attention, guide them through the purchasing process, and encourage impulsive decisions that increase sales.

Exhibitors and displays

Displays and exhibitors are essential for maximizing product visibility within a retail space. These elements make products easily accessible and eye-catching , increasing their likelihood of being purchased. By employing strategic displays, brands can highlight specific products or promotions, guiding consumers toward the offers they want to promote.

In addition, displays allow for personalized experience within the point of sale , ensuring that products are presented in the most attractive way possible.

Posters and signage

Posters and signage are simple yet powerful tools within POS. These elements guide customers through the store, helping them find specific products, promotions, or even providing additional information about an item . Well-designed posters with clear and compelling messages facilitate decision-making and can be a key tool in driving sales.

The proper use of signage can also influence consumer behavior, as it improves navigation within the point of sale and highlights the most important offers.

Promotional stands

Promotional stands are temporary or permanent points of sale designed to prominently promote specific products. These stands typically include a combination of traditional POS and modern technology, providing a more dynamic customer experience. In addition to increasing visibility, promotional stands allow direct interaction with the product, which increases consumer interest and facilitates conversion.

Interactive digital materials

Technology has revolutionized POS with the inclusion of interactive digital materials. These include touchscreens, interactive kiosks, and digital displays that offer an immersive experience , allowing consumers to interact with the brand in innovative ways. These elements not only improve product visibility but also allow for personalized customer experience, which can result in a significant increase in sales.

Interactive digital materials also provide brands with the opportunity to capture customer behavior data, which can be very useful for future point-of-sale activation campaigns and market analysis.

BENEFITS OF USING POS

The use of POS within a point of sale offers multiple benefits for both the brand and the consumer. These benefits not only improve sales but also optimize the customer experience and strengthen brand recognition . Through the proper implementation of point-of-sale advertising, brands can create a deeper connection with consumers and increase the effectiveness of their sales strategies.

Increased brand recognition

When well-designed and strategically placed point-of-sale advertising elements are used, they help a brand stand out from the competition. Through displays, digital screens, and posters, the brand is positioned in a visually striking way, allowing consumers to easily recognize it and associate it with quality and trust.

Point-of-sale advertising also makes it easier to create a consistent experience across all consumer touchpoints, increasing brand familiarity and fostering greater loyalty.

Improved customer experience

POS not only aims to increase sales, but also to improve the customer experience within the point of sale . Point-of-sale advertising elements, such as interactive displays or digital kiosks, provide a more dynamic and engaging experience, making the purchase more enjoyable and personalized.

By having well-organized products, prominent promotions, and trained point-of-sale activation staff, consumers feel they are making more informed decisions, which improves their overall satisfaction. This not only fosters a smoother shopping experience but also increases the likelihood of repeat customers.

Stimulation of impulsive purchases

 Through well-placed displays, visually appealing promotions, and the strategic placement of complementary products, GVP companies can induce consumers to make an unplanned purchase. Products displayed in high-traffic areas, or those highlighted in interactive digital materials, are more likely to capture customers’ attention and stimulate impulsive action.

These types of strategies not only benefit brands but also offer consumers the opportunity to discover new products they might not have otherwise considered, improving their overall shopping experience.

EFFECTIVE STRATEGIES FOR IMPLEMENTING POS

Implementing effective POS at the point of sale requires not only attractive visual elements but also strategic planning to maximize their impact. Proper strategic placement, functional design, and integration with overall advertising campaigns are key aspects for POS to achieve its goal of increasing sales, improving visibility, and creating a memorable shopping experience. Below are some of the most effective strategies to ensure the success of POS in any retail environment.

Attractive design and functionality

Design is one of the key elements of point-of-sale advertising. An attractive design not only captures the customer’s attention but must also be functional, helping to improve the shopping experience. Point-of-sale advertising , such as displays, posters, and posters, should be visually striking, yet also allow for easy navigation and a clear presentation of the product.

Additionally, the design should adapt to the brand’s identity, maintaining consistency in colors, fonts, and materials . This reinforces brand recognition and helps generate an emotional connection with consumers.

Strategic location within the point of sale

Strategic placement is crucial to maximizing effectiveness. Placing products in high-traffic areas, near the entrance, or in areas where consumers often linger, increases the likelihood that the product will be noticed and purchased. It’s also important to consider point-of-sale activation, such as point-of-sale promoters , which can help guide consumers and facilitate the purchase.

In addition, strategic placement includes organizing products to guide customers through the store, taking advantage of natural traffic flow. Point-of-sale advertising at key locations improves visibility and increases the effectiveness of promotional campaigns.

Integration with general advertising campaigns

Integrating POS with general advertising campaigns ensures a coherent customer experience. When point-of-sale promotions are aligned with online, traditional, and social media marketing strategies, a synergy is created that reinforces the message and increases the campaign’s impact.

For example, POS offers can be complemented with social media campaigns that drive traffic to the physical store . Additionally, interactive digital materials such as interactive displays can be used to integrate digital marketing messages into the physical space, creating an omnichannel experience that optimizes the customer experience and increases the likelihood of conversion.

**[IMAGE: CURRENT TRENDS IN POS]**

CURRENT TRENDS IN POS

POS is constantly evolving to adapt to new market demands and consumer expectations. Currently, POS trends are marked by the integration of digital and interactive technology and a focus on personalization and sustainability . These changes not only improve the customer experience but also allow brands to innovate and differentiate themselves from their competitors.

Incorporation of digital and interactive technology

One of the main trends in POS is the incorporation of digital and interactive technology. Interactive digital materials are revolutionizing the way consumers interact with products at the point of sale. This digital technology not only makes the shopping experience more dynamic, but also allows for personalized offers and improved point-of-sale advertising.

Personalization and sustainability in materials used

Point-of-sale (POS) is evolving toward a more personalized and sustainable model. Consumers are increasingly interested in brands that are committed to the environment, which is why brands are using recyclable and sustainable materials for their point-of-sale advertising . This not only meets the demands of environmentally conscious consumers but can also enhance brand image.

Personalization of products and shopping experiences is also on the rise . With the help of technologies such as point-of-sale activation and the use of interactive digital materials, brands can tailor offers to individual consumer tastes and behaviors, creating a unique shopping experience.

Additionally, personalized POS, such as interactive displays and exhibitors, allows brands to present products in a more engaging way that aligns with specific customer preferences, improving the customer experience.