Point of sale - Five steps to increase product sales through your display
Observe your typical consumer when they’re out shopping and you’ll see that most people will buy something that they did not intentionally set out to buy. This is down to a number of things. Call it what you will - ‘an impulse buy’ or ‘because I deserve a treat’ or simply ‘I have to have it!’
I believe that the simple reason behind a large number of these purchases, are down to clever marketing and eye-catching and believable promotional displays.
Indeed - how many times yourself have you been stopped in your tracks in a store, when first your mind sees a display, then you recognise the product from the advert you saw on the TV the other day and remember that ‘this promised to reduce my wrinkles instantly’
So you walk over, stop and pick up the product and read the back of the box. It, along with the literature shown on the POS display re-confirms the claim. You decide it’s a bit pricey but you really want to use this product because it will reduce my wrinkles! You want to buy it, because it will make you feel better about yourself. You go ahead and buy it and leave the store feeling happier because of your purchase. You’re going to look and feel better!
If you think back a bit, how many times has your partner or sibling come home clutching a bag, then pulling out a purchase and waving it under your nose saying ‘look at this…this is brilliant…it does this…it does that…I’ve wanted one for ages… All this before they’ve even used the product!
There in – the job of all the people involved in bringing this product to your attention is complete. Result!
Simple yet effective POS manufacturing processes along with clever marketing are key here. Firstly, you have to get the consumer to ‘buy in’ to your product. If a product is believable and if it make’s the customer’s life easier, then you’re half way there. What seals the deal is the detail surrounding the product – the display and it’s corresponding literature to be precise.
I guess the marketing companies are looking to direct their enquiry to a point of sale manufacturing company that knows how to get the best display out there, for their product. One that can look at any project – a POS display to house beauty products for example, and make a slight tweak here and a slight tweak there to get the optimum unit out into the field. A company that will give thought to the end result at every stage by adding a suggestion here or there – suggestions that should drive your product sales through the roof.
