Sales Promotions & Point of Sale Display

Due to the interest this piece raised we’re re-publishing it for those of you that missed it last time.

Sales Promotion is known as ‘below the line’ advertising (‘above the line’ is TV advertising). Point of Sale marketing is below the line advertising and is marketing aimed at the consumer at the point of purchase, whether that be on the checkout or near it. In supermarkets all the promotional materials are POS. This covers gondola ends (the end of aisle), hanging materials and Special Offer price flashes attached to the shelves (see below).

Supermarkets are not the only retailers that rely heavily on POS to increase sales. Think of the simple hanging devices you have seen; for example branded cards holding packets of peanuts in pubs.

Wikipedia says: Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates.
 

A point-of-sale display (POS) is a specialised form of sales promotion that is found near, on, or next to a checkout counter (the “point of sale”) and the previous conveyor belt. They are intended to draw the customers’ attraction to products, which may be new products, or on special offer, and are also used to promote special events, e.g. seasonal, holiday-time or new product launches. POS displays can include shelf edging, dummy packs, display packs, display stands, mobiles, posters, and banners. POS can also refer to systems used to record transactions between the customer and the commerce. (source Wikpedia)

When done properly, merchandising with point-of-sale posters, signs and other materials can increase sales by up to 25% or, in some cases, even double movement. To read this article in full http://tinyurl.com/c4aex9e

Types of POS

Gondola Ends are commonly found in supermarkets to advertise special offers

Eye catching POS can increase sales dramatically.

Heavy usage of POS can change the entire look & feel of an outlet.

MAA lists numerous sales promotion agencies http://www.marketingagencies.org.uk/ 
An agency is a good idea if you are planning on launching a campaign and have a healthy budget. Alternatively a good designer and printer can come up with some memorable POS designed specifically for your market in your retail outlet, usually at a fraction of the cost.