 | Improved Point of Sale (PoS) in retail marketposted by Rajath Nyamathi, ProfessionalFriday, April 30th 2010 @ 6:38 AM |
All retailers know that properly planned and merchandised counter areas will increase business. It is therefore important to consider what image retailers want to have at that point of sale (POS), taking into account the customer journey, the brand positioning/store image and financial objectives. Point-of-sale displays should be viewed as an essential part of supporting and increasing sales rather than just a way to fill space or as a last-minute way to bombard customers with product.
After investing money on the important priorities such as merchandise, great location, staff, insurance, accountants, and advertising, carefully budgeted money can be lost if a retail store does not measure up to the customers’ expectations. Posters covering the door and windows, hand lettered signs, lack of lighting and untidy displays send the message that a business is not serious. If a store looks like a bargain basement, customers will expect bargain prices and may draw the conclusion that a product is poor quality. This judgment may have little to do with the product itself, but be the result of poor presentation. Furthermore, POS is important because:
- People buy on information and facts; they can be swayed on an impulse, and are tending to be less brand loyal. However as stores get bigger and there is a growing lack of personal assistance for the shopper to aid them with ad-on purchases and inform them of alternate brands and options – in an environment without the resources for one-on-one customer service POS helps to fill this gap.
- With many regular shopping missions, such as grocery, people do their routine shopping somewhat “unconsciously”. They follow the same path and buy the same brand/flavour/size quite shut off from outside impulses. In this case the biggest issue for marketers is how to tap into the unconscious shopper, well executed POS helps to snap customers out of this routine.
http://www.youtube.com/watch?v=84-P7opRxwk&feature=PlayList&p=8BF03E07D9EE0A05& playnext_from=PL&playnext=1&index=11
Links relating to the topic:
http://www.articlesnatch.com/Article/Importance-Of-A-Point-Of-Sale-For-Retail-Store-Programs/6427 98
http://ezinearticles.com/?What-Does-a-Point-of-Sale-For-a-Retail-Store-Program-Do-Besides-Invento ry-and-Sales?&id=2463667
http://www.zdnetasia.com/whitepaper/point-of-sale-devices_cat-39001015.htm
http://www.tibco.com/multimedia/wp-pos-monitoring_tcm8-2447.pdf
http://www.epicor.com/Company/PressRoom/Documents/RetailLP_AXIS_072909_FINAL.pdf
http://indesignplastics.com.au/point-of-sale.php?gclid=CJ2D9OqLrKECFRtJegodd0BfDA
