Retail Marketing and Branding: A Definitive Guide to Maximizing ROI, 2nd Edition

CHAPTER 13

POS MARKETING

Nicolò Galante, Alex Perez-Tenessa de Block

The point of sale (POS) is one of the most powerful marketing vehicles available to a retailer. No other marketing vehicle can match its ability to influence consumers at the time of purchase. And while all retailers control their POS, very few reap the full benefit of POS marketing.

POS marketing includes any marketing activity a retailer can unfold in its stores, whether through visual merchandising or through the service and performance of front-line employees. Both elements are potential levers for retailers to differentiate themselves from the competition. POS marketing, when done well, has real and tangible business impact: it drives traffic and browsing, improves conversion, and increases basket size. Yet many retailers consider POS marketing as just another cost position, rather than as an investment in one of the most effective consumer touch points imaginable. This chapter covers a wide range of tools and methods to help retailers unleash its full power – and to bring analytical rigor to the art of POS marketing. We have also included a number of practical hints and examples of best practice.

For retailers, the POS is the most powerful marketing vehicle

The point of sale is not just a place where goods are sold: it is a major marketing vehicle that retailers should use to create a unique consumer experience, communicate with their target audience, build their brand image, and, ultimately, drive sales. ...