Why are Logos Important in POS Marketing?
Point-of-sale – or POS – marketing essentially refers to all kinds of promotional tactics employed directly in the area where customers make their purchases. For instance, you might promote complementary or tempting high-ticket items in a handy display right next to the checkout, to encourage customers to add further products to their basket before payment. Likewise, you might advertise your loyalty or rewards schemes right next to the tills, whilst also offering customers low-ticket items at a discounted price.
The goal is to encourage impulse buying by making your products and services more appealing to customers as they are in the process of making a purchase. In addition to pricing and promotional offers, signage and packaging go a long way towards achieving this, as do clearly placed and eye-catching logos. All paired together, with the right advertising and POS equipment, you will have an ideal display for encouraging impulse purchases.
This blog explores the role of logos in your POS marketing campaigns, highlighting their importance in your campaign’s success.
Building your brand
Logos are one of the most crucial aspects of business branding. Indeed, the most successful brand logos can encourage consumers to take action through simple exposure alone, without the need for additional, complex marketing messages. For instance, it only takes one glimpse of the famous McDonald’s logo for hunger cues to kick in or one glimpse of the Nike tick to make people feel more active.
Ensuring that your logos are clearly visible at the point of sale not only allows you to profit from existing brand recognition but also allows you to drum up additional enthusiasm for your brand. What’s more, the more exposure consumers have to your brand, the better their brand recall will be. In other words, the more you can exhibit your logo, the more memorable your brand will become. As such, POS logos not only increase your direct sales but have a knock-on effect on future profits, too, perhaps also bringing you that one step closer to a brand that’s truly iconic.
Capturing consumer attention
We’re all aware by now that company logos have to be memorable. This is because consumers are able to process images much more quickly than text. Your logo therefore becomes the front face of your business, serving as your brand’s visual identity. The type of logo you choose should therefore reflect the type of consumers you aim to attract. If you’ve put the time and effort to perfect your logo, selecting the most appropriate shapes, colours, lettering and images to represent what you have to offer, it’s important that you showcase this as clearly as you can. It’s the easiest and most effective way of forming an instant connection with people shopping in the area, whether they are new to your brand or already loyal customers.
Communicate your values
Following on from the point above, a well-designed logo can help to communicate your brand personality and values. This, in turn, has a huge influence over customer perception and, consequently, on consumer behaviour.
Peace of mind
Logos also play a key role in creating consistency across all your marketing channels and touchpoints. By using the same logo across in-store displays, packaging and promotional materials, you will create a cohesive and recognisable brand image that customers can easily identify and remember. Even if the POS display is the first time consumers encounter your brand, the simple fact that your logo is present should be enough to trigger a subconscious decision that your products and services are trustworthy, as there is nothing to be hidden.
So, how important are logos at the point of sale?
As you can see, logos play a key role in building brand recognition, loyalty and awareness. What’s more, they are essential when it comes to conveying both trustworthiness and professionalism through visual consistency. Indeed, successful POS marketing is not all about increasing your immediate sales. It’s also about securing a more prosperous future for your brand as a whole, which is why you’ll want to make sure people instantly recognise who you are.
How should I incorporate logos into my POS strategy?
There are hundreds, if not thousands, of ways in which you could incorporate your logos into your POS marketing strategy. The only limit is your creativity, provided that you also ensure your logos are properly printed and clearly visible. Here are just some of our favourite ideas:
Dump bins
Dump bins are essentially large commercial baskets that can be filled with appealing last-minute purchase options and placed right next to the point of sale. If you opt for metal options like this 155 litre wire dump bin, it’s easy to attach your company logo or the logo of the products you are trying to market directly to the front. You could also add taller signs to the back to make the stands visible from a greater distance. Styles like this tend to work best for low-ticket items that you would like to sell quickly.Smaller plastic bins can also be placed on your countertops next to the tills to offer your customers branded sweets or other token gestures. Not only will this demonstrate your appreciation for their custom, making it more likely that they will return, but it will also give them a small memento of their positive experience with you, promoting further brand loyalty as well.
Cardboard product stands
If you opt for custom cardboard product stands with built-in shelving, you are in charge of the full design. Add a large logo to the top back section of the stand then cover the rest of the stand in the appropriate colours and themes to evoke suitable emotions and reactions.
Leaflet stands and business card holders
Of course, leaflet stands and business card holders go a long way in encouraging future custom, too. Introduce a branded leaflet stand to the side of your tills and you’re guaranteed to garner interest in your upcoming events or more exclusive services. Likewise, if you add your logos to your countertop business card holders, customers will have a visual reminder of your loyalty scheme as they queue up, making it more likely that they sign up once it’s their turn to make a purchase. The wait in between queueing and paying, although short, is one of your best chances at influencing customers, as their minds wander more easily and they’re already in a purchase mindset.
If you would like to learn more about the general advantages of point-of-sale marketing, read our blog, “Can point-of-sale displays really make a difference?”