For brick-and-mortar retailers, in-store marketing is the time when shoppers have the most likely intent to buy. A customer’s time inside a retail store is actually a critical marketing opportunity—a chance to encourage browsers to fill up their carts by pointing them to products they know and love, introducing them to new favorites, and highlighting can’t-miss deals and discounts leveraging signage and POS displays to educate the consumer.
In-store marketing, when done well, can be a powerful revenue booster. And one of the most lucrative opportunities to boost revenue is right at the cash register. Point-of-sale marketing offers endless opportunities to encourage shoppers to add to their purchases and engage with your brand, growing revenue and deepening those customer relationships.
Ready to level up your POS marketing game? Here are five ways to begin:
Provide Clear Calls to Action
In all your point-of-sale (POS) marketing, be sure to make it clear to customers via overhead signs, endcap displays, floor graphics, or shelf-talkers what you want them to do. From “try me!” to “buy one” to “buy more and save” a little instruction is all the extra prompting many customers will need to go ahead and add that last-minute buy to the basket.
Set Up QR Codes for Product & Brand Info
QR codes have made quite a comeback in the last couple of years, and they’re useful for much more than restaurant menus. Add them to your POS marketing displays to provide customers with coupons, opportunities to engage with your brand (like following on Instagram or filling out a survey), or more information about the products on display. They can scan the QR codes and check out your offers while they wait in line, engaging with your brand and building that sense of loyalty and familiarity—and maybe even taking advantage of a special promo while they’re at it. Large POS marketing displays are perfect for this tactic due to the amount of real estate available for messaging.
Highlight Charity & Community Outreach
Research shows that, these days, 77 percent of customers want to buy from brands that share their values, and your POS marketing strategy is a great way to highlight those values. And, again, the register can be an important place to do that. Add a donation station for the charity your company sponsors, a poster featuring your recent volunteer outings and more information about the community organizations you were supporting, or signage indicating which of your customers’ purchases trigger donations to local nonprofits. Displaying these values will help shoppers connect with your brand and recognize that their purchases are contributing to a greater cause.
Promote Your Loyalty & Frequent Buyer Programs
Does your company offer a frequent buyer card or some other loyalty program? Have that information visible at the register so customers can be sure to grab a punch card or sign up form for the discount program. (And if you don’t have a loyalty program already, it’s something to seriously consider: research shows that 69% of customers say loyalty programs influence their choice of retailer, 50% say they would change their behavior to reach a higher tier in the program, and 76% believe these programs strengthen their relationships with brands.) If you are launching a loyalty program and want to gain awareness, consider window or door clings as the first touchpoint for your customers when they enter the store. This tactic, in combination with check out signage will give your customers multiple chances to interact with the idea.
Offer Other Ways to Connect
Be sure that, while they’re in line to pay or waiting for the cashier to ring up their purchase, customers have a chance to learn about other ways to stay connected with your brand through POS marketing. Maybe that’s counter display signage advertising your primary social media platforms, QR codes leading to an opportunity to sign up for your mailing list, or flyers inviting them to your next community event. Inviting them to stay involved shows customers that you’re interested in them beyond the end of this transaction, making them feel like part of a community and encouraging them to keep coming back for more.
Level Up Your POS Marketing Game
For retailers, there’s a lot of value to be found in-store and the at the point-of-sale, OneTouchPoint is here to help, with robust marketing production capabilities empowering us to deliver eye-catching in-store and point-of-sale materials. From shelf-talkers and brochures to overhead signage and corrugated product displays to loyalty cards and beyond, OneTouchPoint is equipped to help our clients implement all of these point-of-sale best practices and more, boosting revenue by engaging customers every second they’re in the store.
We invite you to learn more about our POS marketing execution services here. Then, when you’re ready, contact us or request a quote on your next project. Our experts will provide insight and ideas to deliver phenomenal results at a great price.