If you’re a small retailer, your lifeblood is sales. And if you’re smart, you’re already getting the word out about your goods and services in multiple ways such as advertising and marketing. But that’s not always enough.
Many small businesses miss out on point-of-purchase opportunities, very often impulse buys, that could lead to an increase in sales. What POP marketing should do is to draw attention to your items by creating the impression that one particular item is more important or worthwhile than another. As the retailer, you are establishing product hierarchy that will enable the customer to make another purchasing decision.
Customers make the majority of their purchasing decisions in the store, so point-of-sale marketing truly gets at those impulse buys. Consider ways to entice customers to make an additional purchase, perhaps by offering a complementary item to supplement what they came into the store to buy in the first place.
Customers also like bargains, so they often respond well to items on sale, marked down or on clearance. If you position these goods, particularly products you would like to move, at the point of sale, chances increase that customers may be willing to spend their change or dig deeper into their pockets to make that purchase.
To sell your merchandise more effectively, make sure it looks good. Give some thought to where it ought to be in your store and how it should look for maximum appeal. To help in this area, you might want to consider investing in POP displays and putting them where your sales occur, literally at the cash register or checkout stand. When done well, these displays can make your merchandise look more professional and add an orderly, well-organized vibe to your business that ought to improve consumer satisfaction and increase the bottom line in the long run.
You don’t have to get fancy with these displays, although clever and fun ones will almost certainly add sales mileage. Your display can be as simple as cardholders with literature about specific products and offers, or laminated, self-standing countertop cards highlighting something specific or showing a recent advertisement.
Additionally, you can arrange your products in an eye-appealing manner on stock display units, create banners to catch the customer’s eye, or buy professional and sometimes elaborate (and expensive) POP displays such as display cases and custom bins. Small business owners also can use posters or floor, wall, or counter displays effectively, and some businesses do well with displays strategically located in high-traffic areas of their stores such as the front of the business.
Bookstores, wine shops, and gourmet candy stores do remarkably well with shelf talkers, those well-phrased and attractively printed blurbs listing staff picks or recommendations that are placed where the goods are displayed on shelves. These add punch to the product and serve as an authoritative voice, which can do a lot to move items.
Don’t let any of these displays languish, however; you must keep them fresh, and that means leaving them up for a relatively short time and then replacing them subsequently with equally compelling displays and good-looking offers for other products. Mix things up to keep merchandise moving. Throw in some novelty items or in-demand merchandise to make the selection wide-ranging.
You can also use sales receipts as a marketing tool at the point of purchase. Create coupons on the back of your receipts to encourage customers to return. Even better, make the coupons expire in a short amount of time, to prompt return visits sooner.
With a little thought and planning, you’ll find there may be no better place for marketing your business than the point of sale.