Interactive POS advertising on the receipt
Reaching the target group is one of the central challenges of marketing - if not the most central. If you manage to reach potential customers in all corners of the digital village or analogue, the world is open to you.
But what if there is a simple solution? Because you don't always have to start a global advertising campaign right away. A simpler way is to address existing customers ... with POS marketing.
The POS (Point of Sale) is the place where the customer buys the goods - usually the stationary trade. Online retail with platforms such as Amazon, Zalando and Co. are also part of the POS. Digital Point of Sale to it. But regardless of whether digital or analog, the POS is ideal for addressing the target group. Because while many other forms of advertising run the risk of scaring off consumers who are already flooded with stimuli, the POS benefits POS Advertising from their more subtle mode of action.
Advertising at the POS is often not perceived as advertising, but rather as a recommendation of the respective retail company. Since the target group is in most cases existing customers and thus returning buyers, they are much more open to offers than people who have not yet bought from the company. There are different ways to communicate your own offers or messages.
What are POS media?
POS media are diverse and can be used individually, regardless of the industry or product range. POS advertising media are, for example, displays, posters, digital ads or advertising films that flicker across the flat screen TVs on the walls. Promotions at the POS, such as the well-known stands in supermarkets where tastings are offered, also fall under this category. Online, for example, banners that refer to current promotions are examples of POS advertising.
For retailers, however, there is another possibility to advertise at the POS: the receipt. Since 01 January 2020 the so-called cash receipt obligation applies in Germany. What is undoubtedly associated with additional work for most retail companies, however, also offers opportunities. The receipt - whether digital or manual - can also be used for marketing purposes.
How advertising on the receipt works
After the purchase, the customer receives the receipt at the point of purchase. On this receipt, he or she will find an advertising message that should lead to a follow-up action, ideally a purchase. This includes time-limited promotions, for example. Discount codes can also be communicated via POS advertising on the receipt.
Likewise, references to competitions are a good idea. If you have an online shop in addition to your brick-and-mortar store, you can point customers to it and entice them with seasonal offers, for example.
Companies can also get the target group to sign up for a newsletter. In return, he or she will receive a discount code, a giveaway or something else that serves as an incentive. Everyone who receives the newsletter is a potential target for up-selling or cross-selling in the future.
However, the messages do not necessarily have to be of an advertising nature: Companies can use the receipt to influence their own branding or point out open jobs. When it comes to the design of the receipt, companies enjoy every freedom (apart from the legally prescribed content). The most modern solutions can be easily connected to standard POS systems and are even available offline.
Customer loyalty made easy with receipt advertising
And it is worth taking advantage of this freedom in the context of receipt advertising. The dialogue with existing customers can be much more targeted. Cross- and upselling are easier than ever.
The own company stands for Sustainabilitywhich is indispensable in today's world. Purchasing behaviour can be monitored more easily and well-founded business decisions can be made on the basis of the extensive data.
By the way, discounts or competitions increase customer satisfaction and loyalty. This influences future purchase decisions, but on the other hand it also leads to free advertising through word of mouth. Whether in social media or in the real social environment: recommendations from real people who have already bought certain products from the company are more important than ever for companies to survive.
It has been proven that it is easier to persuade existing customers to buy again than to convince new ones of one's own products or services. Against this backdrop, it makes sense to focus not only on acquiring new customers, but also on communicating with the existing group of buyers. Advertising at the POS is an obvious and uncomplicated option, the digital receipt as a marketing tool is a modern and proven means.