The Advertising at the Point of Sale (POS)

When one studies the concept of Promotion, emerges as something of an operational nature rather advertising at point of sale. Maybe that’s why; being something of an operational nature, often not repaired in true importance it has, or the effect can it have on the sales of any point of sale. A recent study in Spain highlights us this error.
Point of Sale
Photo Credit: fgirardin
The survey on consumption habits conducted by POPAI Association (May 2005) shows that 70 % of buying decisions are made in supermarkets in the hotel, not before. And, since it may take considerable time since the consumer sees the ad on TV until go to the store, promotions at the point of sale are more important than ever alternative.

The same study found that buying a stock called “planned specifically” which is characterized by having scheduled the purchase of the product and brand, constitute 30% of all purchasing decisions.

The act of buying white chocolate and choose the brand in establishing decision known as “planned generically” and adds 8% of the decisions. “Replacement Purchases ” refer to those in which the consumer has plan to purchase a particular brand but just buying another , represent only 1 % of the total. Finally, the “unplanned purchases”, those in which the consumer had not planned to buy chocolate, but chocolate takes a particular brand, up 61%.

Therefore, if we add the planned and buy generic way substitute the unplanned, the result reaches 70% of purchasing decisions made on site. Thereby, the opportunity to influence the customer’s decision through advertising at the point of sale is clear.

In addition there are still ways to improve these results in the way of communicating the messages, according to data provided by other global marketing association POPAI reveals that dynamic display (digital signage) increase sales by 83 %, while the static made by 39 % and see how it has been applied to large stores and malls, reaching the cities of the future we saw only in feature films.

To better differentiate the PLV other actions from Aplus Field Marketing we understand that we must consider that:

* The role of PLV is to convey a persuasive message that will attract people who are in the trade. Its packaging or merchandising
* This is the action of an agent that sells its products at the point of sale where you place your material PLV. In this sense, the material used for trade for signaling products and qualities is not PLV.

The basic objectives of this action are:

* Catch the attention of the public about the product, which is not always easy considering the conditions of the act of purchasing: rush, many products, each accompanied by commercial support, overwhelmed at times of saturation.
* Provide information to the public to support the launch, as reminder advertising to announce special offers or promotional in nature.
* Encourage the point of sale, completing the decor and ambience of the trade.
There are many media to convey a message of PLV. There are materials and adaptations already worked to maximize the effect, some especially suitable for outdoor point of sale and others to fulfill their role within the store. We highlight some of them: Or poster
Or Display, which comes to a sign with a stand that allows you to sustain them.
Stop or panel that seeks to stop the potential customer to see the information it contains.
Or traditional or light panel
Or exhibitor or distributor of the product, which makes the scope of the product or information by the buyer himself
Material or animated
Or Stand or information booth
Or mobile, banners and other resources those are suspended and move with the air.
Or sound or audiovisual PLV, which allows using the very possibilities of these media offering, for example, use the product demonstrations.
These actions can be enhanced in large surfaces promoting at the point of sale.

The point of sale and marketing strategy

We know that about 75% of the decisions to buy a significant number of these choices are made precisely at the point of sale and although certainly many of these decisions to buy are motivated by prior advertising exposure to the brand in question , are the result attributes of the point of sale.
The selling point is formed by several elements or attributes, which together stimulate or discourage the movement of the product, are:

Product packaging:
This by others stresses the importance of packaging design, and sales strategy. A proper balance between form, material, colors, graphics and texts in designing a package may cause vision born of attraction.

The merchandiser cabinet:
The exhibitor furniture also plays a key role in the purchase decision for this reason it is a good idea, design furniture displays or displays, provided this is feasible according to the policies and spaces establishments expend the article in question .
Where it is not possible to have an area to locate the display merchandiser or cabinet design and needed to own furniture limited commercial property, it is essential to constantly keep the area stocked and tidy display in the most attractive way possible.

The POP item:
The point of sale materials are a valuable tool that largely makes the difference between simple display of a product or brand and communicating this to the consumer. Striking, understandable, memorable and strategically distributed POP materials significantly stimulate the movement of product from the shelf to the grocery cart.

Staff demonstration:
Hostesses and demonstrators are an element that reinforces shaped by other significant communication between consumer and brand, but if used improperly can backfire. The big selling point on the staff should be selected according to its user to interact with people and communication skills and use of language and in addition to this we must provide the necessary background to meet the training product, its function, benefits, advantages, weaknesses, etc.