Creating an Effective POS DisplayAs the owner of a retail space, no matter what you sell, you should never underestimate the power of a good point of sale (POS) display. In this day and age, there is so much focus placed on digital marketing that it is easy for retailers to lose sight of the importance of in-store marketing. Not everyone uses the internet and those who do are still likely to pop into a physical store fairly regularly… so evidently, there are still plenty of customers who will shop in store.
Effective POS can have a dramatic impact on the number of products that you sell and the overall profit that you make. To make the most of your POS display, there are many factors to consider. Therefore, here at VKF Renzel, we’ve put together a list of helpful tips to help you benefit from your POS display.
Think About Where You Put the DisplayRegularly, POS displays are found by the ‘point of sale’ - the till point. However, where they are placed will differ from store to store. Some retail POS displays will be found on the countertop and others may be placed be alongside of the area in which you queue. One of these two options tend to work well in any store, but think carefully about which one you choose.
Space is a big factor in this decision; you don’t want to create an obstruction for your customers. If your till area is quite small then you don’t want to restrict customers by adding a huge POS display, it may be better to use smaller displays, including Dump Bins or Shelving Displays on the lead-up to the till. If you have a large queueing area then definitely make the most of this when it comes to a POS display.
Make the Display InterestingThese displays need to easily catch the eye of the customer when in store and entice them into purchasing the items they display. Think outside of the box, use bright or contrasting colours that will draw your customers’ attention or play around with interesting or unusual shapes.
You want people to spot these displays and add the products to their basket. Many times, they will need some convincing, so add a message to the display, tell customers what benefits they’ll receive from purchasing your product and why they need it. Of course, you also need to include the price of the product and any current special offers, but make sure you do it in a unique way. We offer a variety of price displays in different shapes to help creative an attractive display.
Have Your Target Audience in MindYou know your customers and you know what they like. Think about your bestsellers, the things people often pop in to pick up and small items that regularly need replacing. These are the products that your customers will be more inclined to add to their basket and probably do so without even thinking.
Think about what your customers would like to see at that time also, think about trends and seasons. For example, pick up on big events over the year such as Valentine’s Day, Easter, Mother’s Day, Father’s Day, Halloween etc. Customers expect to see these items and even if they didn’t plan to purchase them, they can often be persuaded to.
Be Strategic with the Items you DisplayIt’s no good placing any old item on your point of sale display, you need to be strategic. Think about products that can be used with similar products in the same line and include them for upsells. Think about smaller, inexpensive items with a good mark up. This is the perfect place for you to make a little extra profit.
You should also make sure that anything on your POS stand is on offer or part of a deal - this entices people even more. If you have ‘pick and mix’ items then this is a great place for these too. The range of items will be brilliant to display and of course, the discount will entice people to add them to their basket.