Point of Sale Displays

Definition:

Point of sale (POS) displays are marketing materials, fixtures, or promotional items strategically placed at the checkout or payment area of retail establishments to attract the attention of customers and encourage last-minute purchases. These displays are designed to stimulate impulse buying and promote specific products or offers.

Key Characteristics and Examples of Point of Sale Displays:

Checkout Placement:

Point-of-sale displays are typically located near the checkout counters of retail stores, supermarkets, and other businesses where customers make their final purchases.

Example: A supermarket places a colourful cardboard display of snack-sized chocolates and candies next to the cash registers to entice customers to add them to their carts before leaving.

Promoting New Products:

Point-of-sale displays are often used to showcase new or featured products. Businesses use eye-catching designs and positioning to draw attention to these items.

Example: A bookstore sets up a stand near the checkout featuring the latest best-selling novels and offers them at a special discounted price to customers waiting in line.

Retailer Collaboration:

Manufacturers may provide point-of-sale display materials to retailers free of charge or at a reduced cost as part of promotional agreements. Retailers benefit from receiving these materials to enhance their in-store promotions.

Example: A beverage company provides a supermarket with branded signage and displays for a limited-time promotion of their new energy drink, and the supermarket agrees to prominently display and promote the product.

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Sales Promotions:

Point-of-scale displays often complement sales promotions and offers. They can feature items on sale, "Buy One Get One Free" deals, gifts, product samples, coupons, or details about ongoing competitions.

Example: A cosmetics store places a point-of-scale display near the checkout area, offering customers a free makeup bag with the purchase of specific beauty products during a promotional period.

Point-of-scale displays serve as a powerful tool in influencing consumer purchasing decisions at the critical moment when they are ready to make a payment. They leverage visual appeal and convenience to encourage customers to add additional items to their shopping carts or take advantage of special offers. Businesses strategically use these displays to enhance their marketing efforts and boost sales at the point of sale.