In off-line retailing, it’s a fact that, according to on-going research, around 70% of purchasing decisions are made on the spur of the moment, after entering the outlet. ‘Bricks and Mortar’ Retailers including bars and clubs etc. are, therefore, constantly looking at ways of presenting their ‘offer’ to compete against ‘online’.
Using Point of Sale (POS) material is one way. However, In the past few years, we have seen an increasing amount of ‘visual clutter’ in the form of POS bombarding us from every direction – comparable to online spamming – and much of it focussed on ‘price’.
They are all tasked with one thing – to stimulate us into buying or increasing our purchase spend. However, the problem with this simplified strategy is that it can, ultimately, devalue loyalty by attracting a majority ‘low spend’ customer.
In recent years, with the increased competition from supermarkets and on-demand TV streaming services, the hospitality sector especially, has seen a significant increase in the use of on-site POS. From ‘A’ Boards, feather and sail flags, pull up banners, chalkboards, to menu clips and table talkers – and all vying for our attention.
So how can such outlets maximise the effectiveness of the Point of Purchase (POP) – the place where pre-determined decisions can often be influenced with an ‘impulse buy’ or ‘alternative offering’?
More does not mean better; the answer is being different.
With the continuing innovation in technology, POS marketing has become increasingly effective thanks to its physical closeness to the customer. This means it can be highly targeted and, with the advent of digital advertising, can increase the impact with ever-changing messages – all tailored to the person, time and place.
A good example of this is the Catertherm promotional video drinks cooler.
Attention-grabbing advertising messages can now be presented in a unique and visually exciting way by turning a practical upright commercial refrigerator into a digital promotional display – that enables customers to view ever-changing video content.
Manufactured by world leader LG, the cooler has a ‘see-through’ door screen that changes from translucent to opaque in seconds to display video content – that can be updated remotely via its in-built Wi-Fi connection or portable USB device.
From specific offers, menu updates or brand advertising, the possibilities are endless. For the outlet, it can even become a profit centre in its own right. From an opportunity to sell advertising space in high footfall areas to increased sales with special ‘customer loyalty’ promotions.
This is even more relevant in the hospitality industry, where waiting customers can be treated to relevant content in the serving area. It is also ideal for the smaller retailer who has limited space or for use at an exhibition as an incentive for visiting your stand.
It looks like choosing a cold beverage has never been more exciting.
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