Are you eager to supercharge your sales and transform the customer experience? The solution may already reside within your store. Point of Sale (POS) marketing is a dynamic tool that leverages your transaction space and POS system to enhance your units per transaction. If you're already equipped with an efficient POS system, you're on the path to elevating your business with Evident Business Solutions.
Let's delve into the realm of POS marketing - its definition, the multitude of benefits it offers, and effective strategies to optimize your results.
Understanding POS Marketing
Point of Sale (POS) marketing entails the strategic placement of product displays, promotions, and engaging advertising materials at the checkout counter. This approach aims to boost sales by making the most of a customer's final moments in the store. It's highly effective, with studies revealing that 84% of shoppers have made impulse purchases, and a remarkable 8 out of 10 of these impulse buys occur in physical stores (Invesp).
However, POS marketing isn't solely about promoting small impulse purchases. It has the power to enrich the overall customer experience, nurture loyalty, and drive return visits that often lead to substantial sales growth.
The Checkout Environment vs. POS Devices
While we often associate POS with the physical devices, it extends far beyond this. In discussions of POS marketing, it encompasses the entire environment where a sale takes place, such as the checkout aisle.
Effective optimization of your checkout or ordering area is essential. It involves implementing best practices, such as displaying commonly-purchased items like gum, magazines, candy, and bottled water. Yet, the true potential lies within your POS device - a powerful tool for boosting sales.
Distinguishing POS from POP Advertising
Before we delve into strategies, it's vital to distinguish between Point of Sale (POS) and Point of Purchase (POP) advertising. POP advertising covers the entire store, including signage, floor decals, and advertising materials throughout the aisles. In contrast, POS advertising is laser-focused on the transaction site - the counter, checkout line, or a digital kiosk.
This distinction is essential since these terms are sometimes used interchangeably. For effective POS advertising, it's wise to seek advice specific to the point of sale.
Evident Business Solutions' Strategies for POS Marketing
Now, let's explore key strategies for maximizing the potential of your POS marketing efforts:
Strategy 1: Leverage Product Displays Wisely Customize your product displays to match the preferences of your target audience. While tried-and-true items like gum and candy sell well, introducing unique products can capture customers' attention and drive sales.
Strategy 2: Employ Compelling Signage If your POS supports digital signage, seize the opportunity to engage customers waiting at the checkout. Dynamic content can display brand messaging, upcoming promotions, and featured products.
Strategy 3: Incorporate Product Images and Descriptions For self-service stores, an integrated product catalog can offer an efficient way for customers to explore your offerings. Utilize product images and concise descriptions to provide a comprehensive view of your products.
Strategy 4: Utilize Discounts and Promotions Integrated discounts and promotions are a significant benefit of a robust POS system. Display relevant discounts and promotional messages to encourage repeat visits and engage customers with upcoming deals.
Strategy 5: Enhance POS Accessibility and Utility Prioritize an accessible and user-friendly POS system. Deliver valuable content to customers while they wait to check out, from holiday alerts to industry-specific tips and suggestions.
Strategy 6: Highlight Gift Cards at the POS Prominently feature gift cards at your point of sale. Ensure that using a gift card for payment is as seamless as any other payment method to provide a frictionless experience for customers.
Strategy 7: Promote a Loyalty Program Use your POS to advertise your loyalty program. Allow customers to sign up or activate memberships right at the point of sale, showcasing the benefits of joining to encourage participation.
Strategy 8: Uncover Insights Behind the Scenes POS systems often include data collection and analytics features, which can help assess marketing success and shape future strategies. Track sales, monitor inventory, and identify trends to refine your marketing approach.
Elevate Your Business with Electronic Payments
As you explore the vast possibilities of POS marketing with Evident Business Solutions, consider that we are proud partners of Electronic Payments, a globally recognized industry leader. With over $20 billion in annual card volume and a top-100 ranking among payment processors worldwide, Electronic Payments has been a driving force since its establishment in 1998. Evident Business Solutions, in operation since 2017, collaborates with Electronic Payments to bring you cutting-edge solutions that can take your business to new heights.
Ready to experience the impact of Evident Business Solutions' POS marketing strategies and the strength of our partnership with Electronic Payments? Schedule an Exatouch POS demo today and bring your questions about POS marketing to us. We're committed to helping you unlock the full potential of your business. Contact us for more information or with any inquiries at (209) 600-3453 or team@evident.biz.