Point Of Sale Display Material

By Author: Ashley Jackson
Total Articles: 1
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Designing the layout of your shop and store well can greatly improve the sales of your item and could be seen as the key to success as a store keeper. For example this can mean organising the store so that customers have to walk through the displays to get to the till or to get to the stairs if you're on a second floor (putting the up and down escalators on opposite sides of the room is a neat trick), displaying discounts and promotional material by the door to lure people in and organising things logically so that they can find their way around. All these things can mean the difference between someone ‘poking their head in' and leaving, or noticing something that catches their eye and making a purchase (of course you also have to actually sell high quality products).

Another aspect of shop design that most stores use to varying degrees is the point of sale display material. This refers to promotional material that is kept at the ‘point of sale' that meaning the counter or till where the customer will have to take any other items they wish to buy. The reason this works so well is that they literally already ...
... have their money out, they might be avoiding lots of small change and they can then make an ‘impulse' buy if they see something here that they find at least partly appealing. At the same time, making the material available from where customers queue for the checkout can work very well as they'll get bored while waiting and use the opportunity to look around. This means they're more likely to notice displays that they wouldn't otherwise and pick up things that they find mildly interesting to learn more. Again it's a great time to try and encourage impulse buys then or at least to attract their attention to something.

Using point of sale material is a great way to secure extra sales then, but knowing how to use the technique correctly is essential if you want it to be a success. First of all you must ensure that the items you display near the counter are either good deals, some kind of promotion, or cheap to start with. While it may not seem important, the first reason for this is actually that it gives you an ‘excuse' to display the products there, and without an excuse customers will view it as ‘random' and pointless (the psychology of the customer is very important to understand when designing the shop). You also need to bare in mind that if the customer is queuing for the till then in their mind they have finished shopping and are happy with what they have. At this point you're unlikely to sell them a plasma TV, but you might be able to sell them some sweets or something on offer, which is why these products need to be cheap enough to count as ‘impulse' buys. Making sure the actual display material itself is eye catching and well designed is also obviously critical, and purchasing stands for magazines and DVDs that can display more than one in an eye-catching way, or cardboard cut outs to promote various new releases can do wonders for those items.

A good point of sale display can help increase retail sales. Some examples are brochure holders, a frame signs, competition entry boxes, and a lot more.