A purchasing decision often comes from an emotion experienced in a store. The In-store advertising involves carrying out targeted marketing actions to the customer while they are inside a store.
Already engaged, it is necessary to encourage him to decide and finalize his purchase. The POS must offer them a unique experience, attract them, inspire them and generate word of mouth for the point of sale.
the Point-of-sale marketing development is a skill in its own rightit is advisable to be supported by a professional POS shop to choose your installation.
Define the need and available space
The GSP can be presented in various forms which make this possible customize your strategy based on your products, your space and your needs. Before any marketing action, you need to think about your goal, your need and your means.
First of all, plan an action based on the sales spaces that distribute your products:
- Large surfaces: GSA (large food surface), GSS (large specialized surface), GSB (large DIY surface);
- Minimarket: independent trade, small and medium-sized;
The space available in supermarkets will be different from that of a convenience store, therefore the POS display takes on an appropriate shape. The space made available is very often subject to negotiation, as is the linear arrangement. Events aren’t always possible in a small shop, or it happens outside, so you should check with the shop beforehand.
The POS is installed at the store entrance, at the checkout, on the shelves and/or in the aisles… For example, to stage a product offer, you can set up a promotional island or a one-off animation stand at the entrance to a department or shop.
Choice of supports and customization
The more space you have, the more ad elements you can combine (totems, terminals, posters, stop-rays, arches, etc.), thus offering an original experience.
Here are several types of possible POS:
- Shelf Display: Organize the highlight inside the shelves (shelf clips, labels, border, sticker)
- POS display stand: take products out of the shelf for highlighting (display stands, gondola head, etc.);
- Event POS: one-time marketing action with product preparation (arches, presentation stands, etc.)
Since communication actions are very often limited in time, it is not advisable to purchase too expensive means of communication. Indeed, if your offer lasts only a few days or weeks, investing in a PVC panel seems disproportionate.
Opt for customizable media with good value for money. Cardboard media has shown excellent results in this context for most brands. Cardboard remains a solid material, easy to customize and much less expensive than rigid materials.
What you need to remember:
- For a fixed element that is not linked to a marketing action, prefer metal or wood, possibly PVC (less ecological).
- For an ephemeral or one-off promotional action, opt for customized cardboard stands.
Case of POS for franchised stores
In the case of franchises, as a general rule, the franchisor chooses and tests the marketing tools and form of POS that work best for his brands. He then instructs his franchisees to install the mounts in their shop.
Franchisees must comply with the franchise strategy. The franchisor ensures that all franchisees respect the brand concept, that they convey a unique brand image. he can provide franchises with customization aids, especially through authoring tools designed for franchises. The homogeneity of communication and marketing tools, such as POS, guarantee the unity of a network and its differentiation on the market.
Important point of sale questions about franchised stores
As a franchisee, it’s up to you to find out before you take any action. Is it possible to customize some official media? Can you carry out your marketing operations without franchise approval? Are there general guidelines for POS (authorized media, pricing, specifications)?
Even as a brand, you have to question yourself about possible in-store actions. Who should you contact to undertake in-store marketing? What is the store’s leeway? What are the media constraints? What prices?
The point of sale, at the service of merchandising, develops and strengthens the affirmation of a brand and its offer in a point of sale. Maximize product visibility and multiply the impact of business operations.
As an advertiser, it is your responsibility to lead the marketing operations related to your products. To ensure the success of your action, do not hesitate to be accompanied by a recognized POS professional.
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