POS Marketing: Everything you need to know about it
Marketing directly at the point of sale is obligatory nowadays: because merely good prices and high-quality products and services as well as attractive visual merchandising have long since ceased to be sufficient for good sales success. Because luck rarely plays a role when customers end up buying more than planned - instead, long and well-considered marketing measures for the POS are usually responsible for this.
But what exactly is POS marketing actually? How does it work and what should you pay attention to? You will find answers to these and many other questions here in this article.
Definition: What is POS Marketing?
The point of sale (POS) is the place where goods are offered and where the sale is to take place. This can be a shelf in a brick-and-mortar store, an entire building such as a shopping mall, or an online store on platforms such as Shopify. The point of sale can be found wherever customers have direct contact with certain products and services and are to be encouraged to make a purchase.
POS, by the way, is the term from the company's point of view. For the customer, it is instead the point of purchase (POP).
The transformation from analog to digital point of sale
Especially in today's times, a change from analog to digital POS is taking place due to current developments. This also has good reasons: because a digital POS, such as in an online shop, is significantly more crisis-proof, resistant to unfriendly staff and also against long waiting times, which can often occur in stationary stores.
In addition, a digital point of sale naturally saves customers time and generally offers significantly more convenience than an analog location. These and many other reasons contribute to the fact that numerous companies are now land-based and online and many businesses rely exclusively on digital POS.
Point of sale marketing on mobile devices
POS marketing now includes mobile devices and is becoming more and more interesting there. No wonder: because smartphones, tablets and co. offer a variety of communication channels, payment options and opportunities for better customer loyalty through innovative applications.
The best thing about it: customers have their mobile devices with them pretty much all the time and are therefore also very accessible for marketing measures at the point of sale. From scannable QR codes with detailed information about site-specific offers to usable coupons, the possibilities for POS marketing measures on mobile devices are endless.
In this way, customers can be addressed directly through targeted measures even on site in a store via smartphone and encouraged to make a purchase. Similar strategies are of course also possible in online shops and thus at digital POS.
Customer Attraction Marketing
Point of sale marketing in analog and digital is also closely related to customer attraction marketing. What is that? Quite simply: a strategy that can be used to persuade customers to buy a product who were already interested in it beforehand.
This can be done, for example, by providing additional information about a product at the POS by means of a scannable QR code before the purchase. The important thing here is not to persuade customers to make a purchase decision, but to make a product so interesting and desirable by providing valuable information that customers decide to buy it themselves.
up-selling and cross-selling
While upselling involves recommending more expensive products and services to customers than those they are interested in, cross-selling is a strategy of recommending to customers other products and services that go well with one product - for example, a beautiful necklace to go with an elegant dress.
Other examples include desserts offered in restaurants, complete menus instead of individual products in fast food outlets and individual offers to customers in the context of customer clubs.
Up- and cross-selling can be done at analog POS as well as digital POS through targeted measures. Most of the time, successful companies use a mixture of these.
Customer clubs and loyalty programs
Customer clubs are a great way to do POS marketing: because the data collected can be used to create personalized offers for customers, including discounts, rewards and coupons, which can encourage more regular buying behavior in the long run and also increase customer loyalty.
Digital receipts are becoming increasingly popular: this is not only due to the enormous Environmental friendliness but also to the fact that customers can be shown personalized and generic advertising messages directly at the POS.
For example, it is possible to reach customers excellently through POS campaigns at the point of sale: while customers become aware of good offers through these targeted measures, companies can increase sales in the long term in this way.
Digital payment options are another method to offer customers more convenience at the POS and to enable a faster and more efficient process. In the long run, this can of course also lead to more spontaneous purchases and also help merchants to obtain more customer data, which can then subsequently be valuable for improved POS marketing.
Modern POS Marketing: The Conclusion
POS marketing is extremely effective for both companies and customers: while customers receive more individual offers and valuable information on the one hand and can make use of easier payment options, companies receive more customer data and achieve higher sales and thus profits in the long term.
It is not a choice between brick-and-mortar and digital POS: instead, a mix of both is the most accurate strategy for maximum success in sales with a focus on the buying experience and an attractive corporate image. By using digital solutions and concepts, a more flexible, individual and effective buying experience for customers can be achieved in the future.