It’s a competitive world out there. So what can you do with your point-of-purchase marketing to get noticed? How can you motivate customers to make more impulse buys at the point of sale?
The best advice is to offer consumers excitement and value. The POP effort, like all marketing efforts, must use a clear message to urge customers to buy.
When creating POP materials for your marketing effort, use bright colors, engaging graphics, and simple messages. Try unusual shapes, whimsical notions. Let your creativity and cleverness take hold; the more fun the better. This material has one purpose: to get people to look.
Where you put POP material is critical, too, whether on shelves, at the checkout stand, on a table, or on a menu marquee. POP material needs to be seen. To be most effective it must contain an easy-to-read, simple-to-understand message that is delivered to customers when they are making purchasing decisions. POP material works best at eye level.
Ultimately the purpose of POP marketing is to get the customer to make an impulse buy. So you should look for opportunities to present merchandise that is complementary to your main product line. For instance, at a cosmetics counter, strategically place attractive cosmetics cases to hold the products; at the bead shop, run specials on the must-have tools of the trade; at a restaurant, tempt with daily specials or desserts on a tabletop display; at a tavern, print seasonal drink ideas on cocktail napkins or coasters, or post images of tasty snacks to accompany the beverages on the drink menu. Reinforce all of these POP efforts by coaching staff to suggest to the customer to buy the products you are trying to move.
Do market research to determine what makes the most sense to include in your POP marketing approach. Before you launch a full-scale campaign, make sure there is some demand for the impulse item you plan to select. Try several items to see what sells and moves. Once you know what items would appeal in a promotion, use these tried-and-true POP strategies:
- Offer quantity discounts: Bundle two complementary products (shampoo and conditioner; olive oil and a decanter) and offer a discount. Or run a buy-one-get-one-free promotion.
- Complete a purchase: Use POP advertising to guide customers to purchase accessories: batteries for a new toy or flashlight; hair accessories with a new comb and brush; free dessert with an entree.
- Tap vendors to see what they can offer: Some may be able to obtain point-of-sale materials from manufacturers or promotional items that you can give away with purchase. Vendors may also have an idea of what is working elsewhere and can give you tips and advice.
- Think about your own impulse buys: What worked for you? What didn’t? Was it the display, the offer itself, or the product that ultimately led you to buy the item? Use that experience in your entrepreneurial endeavors.
- Keep your POP marketing effort continually evolving: You must mix up your merchandise, freshen up your approach, and constantly consider new ways to market your merchandise. If a client sees the same promotion for more than a few weeks, it won’t create the same feeling of excitement it did the first time around.
It’s worth your time and effort to create an eye-appealing design and a targeted offer. Prompting customers to make an additional purchase not only increases sales for that day but could bring clients back to look for another exciting promotion.