Marketing by the POS systems

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Marketing by the POS systems | unique fundamentals to be more impressive in your business field by a passive marketing strategy

Marketing is the first and the most impressive way to increase sales in every field, whether it is a piece of paper of a package of products and services. But, sometimes marketing is not what we expect! In other words, there can be sensible (active) marketing methods and sometimes the marketing methods are not sensed by the customer (passive). To be honest, some people when they figure out you as a marketer are trying to persuade them to buy a special product, and inner energy tries to push you away, despites of needing the product. On the contrary, when the customer doesn’t feel the marketing methods, they are more likely to say “YES!” in buying the goods from you.

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That’s weird however psychology proves it either. Therefore, a passive marketing method (passive but in-store), which is always available for a business, can be a good response to the tough customers. Statistics also claim that a large number of people spend more than $5000 buying through passive in-store marketing methods. So, why not you have a share too?

As a result, we are trying to give you essential information about having an impressive action to offer promotions to your customer and lead them to more shopping through this article, which is marketing with POS or EPOS systems.

Reading this article will award you to learn

  • What is POS or EPOS marketing?
  • How does POS marketing work?
  • Advantages of POS marketing
  • What can I use to add marketing in-store strategies passively?
  • Tips and tricks to impress more
  • Conclusion

What is POS or EPOS marketing?

You are probably familiar with POS or EPOS systems and its incredible usage, but we offer a short description for those who are in the first steps of their business. EPOS or POS systems are electronic point of sale till systems which can assist your cashier and services offered to the customer. In other words, you can increase the mechanism of pay poles in your store by using a POS system.

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POS and EPOS marketing (also called Point of purchase marketing) refers to the method of offering additional products with a great discount next to point of sales to lead the customer in buying them. Let us give an example:

Consider you are the owner of a clothes store and accessories. The clothes, shoes, bags, hats, etc. are spread in different parts of the store and clients freely walk in the store (sometimes for hours!) to find what they want. Now you add glasses and small accessories like jewelries matching each item in your store. When the customer finishes the “choosing level” they will be in the “paying level”. It takes a few minutes for the cashier to calculate the products and this is the critical minutes for the customer, whether to choose any accessories around the POS or not! With 70% of the chance, the customer will definitely add an accessory item to their list. But if you want to increase it to more than 80%, don’t forget to add an OFF tag on the items.

Generally, each business has various options to add to their POS marketing list, but it is a good idea to place small and probably cheaper items that don't need much thinking to buy. They can be gums, candies, accessories, socks, glasses, etc.

How does POS marketing work?

When you use POS marketing, it is a kind of impulse for the customer to buy more. In fact, you can assist the potential or actual customers in choosing more matching items with a lower price to their shopping list. This is called suggestive selling.

You can simply sell anything you wish to by placing them next to the point of sale in your store while offering it less expensive and the customer won’t be overwhelmed or miss the items in shelves of the store. This is the easy working of POS marketing.

Advantages of POS marketing

You may wonder why it is good to have a POS marketing strategy in the store. So, here are some of the consequences in adding point of sale marketing methods to your business.

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Simply sell more

Whether it is a candy or a luxury jewelry item, the final receipt shows you have sold more items which is equal to more profit.

Improve customer experience

When customers are satisfied with finding everything they wanted through your store, they would be more pleased when they leave the place. So, they are more likely to be back again.

Make the small items BOLD

When it comes to tiny items in full shelves, customers are less likely to notice them, but when you place them beside the POS, they have to notice it since they will come to the Point of the sale for sure.

Help the customers have a complete purchase

Sometimes customers forget to buy a special item unless they see it in the POS location. This way, you can help them to buy anything they need, at once.

What can I use to add marketing in-store strategies passively?

You can add POS displays (like customer screens) as well as products in the point of sale location to have an in-store passive marketing strategy. But, the way you show the products can be also effective. Here are some of the ways that may fit your store perfectly:

  • Freestanding unit displays
  • Counter displays
  • Dump bins
  • Sampling areas
  • Checkout displays

Freestanding unit displays

Have you got any old fashion items? Did you sell all the colors of a product and only a few unpopular colors left? Or maybe there is a discount on special items in the store. Definitely a freestanding unit display will absorb the attention when it is placed near the point of sale. Set a special shelf full of the items you want to be noticed differently.

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Counter displays

This is perfectly tailored for those who have more space in their store. Simply add a counter in front of or next to the point of the sale and design it with items of your store. You can also place a special product, like a unique dress, in the middle of the counter and add matching accessories around. This way anyone who buys the dress will be persuaded to buy the accessories as well.

Dump bin displays

If there is any product which won’t be noticed easily, place them next to the dump bins. The dump bins will be a giant object compared to small items next to it, therefore, customers notice them simply. Note that the smaller a product is, the best it can be placed with this method.

Sampling areas displays

Would you like to sell a special snack in your supermarket? Then why not offer a bite to the customers? In fact, when customers taste and experience the texture, they will be more likely to buy it. This method is used for snacks, ready foods and frozen meals, perfumes, drinks, ice-creams, moisturizing creams and cosmetics, etc.

Checkout displays

Lead the customers to checkout while they are walking through the product displays. It is like another quick journey among all the products YOU set. This way long checkout lines won’t be boring anymore.

Tips and tricks to impress more

First we will mention 3 tips to be more impressive while you are offering Marketing next to POS systems. Then we will claim two tricks to improve selling. Let’s dive in.

Tips of POS marketing

Consider 3 things when you want to have a better impact in POS marketing. These 3 things are:

  1. Location
  2. Item
  3. Design

Location of the POS marketing display

This is called a POS marketing display, not other places! So, don’t think of placing the items far from the checkout poles. The closer you locate the POS marketing display to the checkout pole, the more likely it is seen by the customers.

Something else to consider for locating POS marketing displays is to make sure the items are matching the other products. For example, don’t place socks next to bags rather place them next to shoes.  

Items of the POS marketing display

Either choose small items or choose the products with special offers. No customer would like to buy a $1000 dress when they are done with the purchase, rather they will prefer to buy a small bracelet with a $10 price.

Design of the POS marketing display

Do all your best to decorate the display perfectly. Don’t make the POS marketing display too stuffed. Make sure it is not a contrast with all the décor of your store while it is completely separated with ordinary products. For example, if you are having minimal décor and white is the most used color in your designs, provide the POS marketing display with the same minimal design but a different color.

Tricks to be more impressive in POS marketing

It is worth considering a few tricks when you want to make a big change in POS marketing as well. These tricks are cross sell related products, discounts, staff’s performance.

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Cross sell related products

Investing in offering related products is worth it. Let’s clear it with an example.

In a gift shop, when people are buying items, they are more likely to find wrapping papers, postal or greeting cards, ribbons, boxes, designing items, etc. When a gift shop doesn’t offer these items, the customer will buy it from somewhere else. This means losing a lot of sale rates.

Same, you can have this view for your own business. If you have shoe stores, cleaning products are the items to consider, supermarkets can offer gums, pocket tissues, candies, etc. and so on.

Also study your customer behavior to figure out what products they would like to buy more. It takes a few weeks to learn them properly and then you would be ready to add new items at POS displays.

Discount in POS marketing

When it comes to POS marketing, why not offer a discount too? This way customers would be more likely to buy more. For example, if there are some wrapping papers in your gift shop, offer them with a 20% discount. In this way people would like to buy it even if there is currently no need for the wrapping paper!

To be honest, discounts always respond well! Even if it is not a POS marketing strategy considered. Two for one price, percentage discounts, buy a pair of shoes, receive a pair of socks, etc. can be suitable alerts.

Staff’s performance

Your staff should be completely aware of the current plans in the store. They need to know the special offers, POS marketing displays, etc. properly to lead the customers in the best way.

Conclusion

Every retailer deeply wants to boost in store selling and this can be simply done by POS marketing. Make an opportunity to provide a better service to your customer when you are benefiting the sales. Focus to find the correct products, and BOOM, you nailed it. We hope that reading this article would be helpful to you to increase the sales by using an in-store passive marketing strategy, impressively.

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