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Point-of-Sale (POS) Displays : Tips to increasing sales

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  • 28th August 2013

All businesses have the same goal, which is to achieve the maximum amount of profit. Channeling the customer through the premesis without them even realising. Department stores, supermarkets, Casino’s employ phsycologists to look at every aspect of the customers journey to maximise sales.

As an SME you more then likely do not have this luxury, so how can you in simple real terms boost those all important sales.

Point-of-Sale (POS) Displays

Like most other tools which are used to boost sales, a POS display is designed to draw the customer’s eye to the promotional products more than regular items. These may be new products or limited deals, but all will need as much consumer attention as possible, which is why such focus is placed upon them.

What to include: POS displays vary from business to business, and this includes the ways in which they are presented as well as where they are situated. Usually, the displays contain shelving, special banners or posters, display packs and examples of the product set up for all customers to see and experience.

Point-of-Sale Displays - Assigns

When setting up a POS display, think about what type of customers are likely to enter the shop, and tailor it towards them. For example, many big supermarkets stack their POS displays with sweets or things people like to call ‘impulse buys’, because they know there are customers with children who might be drawn to the display, therefore increasing the chance of these products being bought.

Posters and banners are brilliant for POS displays, and are often the parts which attract the customers’ eyes and make them look closer at the products being advertised. Printed advertisements have been proven to be very effective at getting a message across to consumers, and the better the advertisement, the more likely it is that this will happen.

Large posters advertising offers or deals tend to get the most attention, and if these are made to stand out and emphasise how the customer can save money, they are more likely to be effective. Posters can also be used in POS displays to advertise forthcoming deals which a customer might want to take notice of. During their wait at the checkout, they may find this interesting and could make a mental note to visit again.

Point-of-Sale Displays - Assigns

Branding: The mention of posters and banners leads neatly onto branding, perhaps the most important tool a business can use to its advantage. Any company knows that if it can be recognised by a simple logo or slogan, it is well on its way to success.

Branding involves planting the company’s identity where the customer can see it. In the case of POS displays, this is important as it helps customers to recognise products so they are more likely to trust them. Well-known brands, for example, tend to stand out with colours and imagery, instilling a certain level of trust in consumers. It is for this reason that business owners should look to incorporate their branding into POS materials.

Colour: POS displays are usually full of colour, as dull examples tend to be very ineffective. The right amount of colour can catch a customer’s eye, and if a display has been created professionally, it will stand out and is sure to be impressive.

Point-of-Sale Display Stands - Assigns

Bargain bins: One effective way of promoting larger or cheaper products with POS displays is the concept of ‘bargain bins’. These can be placed near the checkout or entrance, so customers have to take notice. They can be full of various items that are either new or even reduced, so the customers believe they are getting a bargain. This technique has proven to be effective, as it allows customers to sift through various products in the hopes that they will find something they like or need at a reduced price.

Useful products: POS displays work well on their own if the branding is used correctly, but a little bit of a boost could be found by placing useful items next to the display to entice customers even further. Some supermarkets put household items at the checkout that the customer may have forgotten, helping them out in a way. This makes them more likely to spot the POS display and give their attention to that too.

Similarly, the POS display might be full of items a customer might not have thought of buying otherwise. The key is to make them stand out, and to ensure they look desirable or useful.

Planning a POS display: it really is worth thinking about what products can be used with it for maximum effect. Research may be necessary to see which items perform best when singled out. Another key is to make sure you know the target audience very well. Finding out which customers the business attracts – whether they use shopping lists and whether they bring children with them – can all help in figuring out what to include in the POS display and how best to use it.

Price is also a factor that should be taken into consideration. When customers get to the checkout, they have generally finished their shopping and will not want to spend more than they have to. It is for this reason that most POS displays are used to promote discounts or bargains of some sort.

POS displays can also be used to sell products which might not get as much attention elsewhere in the shop. An attractive display will help to ensure the customer takes notice, and they may be more inclined to buy the products with a bit of friendly encouragement.

Staff recommendations also work well with displays, so reminding workers to point them out before customer transactions is a great way to boost visibility and sales. The main thing to think about when planning and setting up a POS display is to tailor it towards your customers. It’s crucial to make it stand out to get their attention. Then it’s just a case of ensuring staff members are fully aware of the displays and their contents, so they can help shoppers out when necessary.

Original Article : http://www.minutemanpress.co.uk/news/features

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Danny Chard is the Managing Director of Assigns Point-of-Sale and Graphic Display Systems

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