Have you ever heard of POS ads?
Not many people have.
However, they could be a key component to your brands success especially if you’re taking an omni channel approach to selling your products.
Point of Sale Ads or POS is where you advertise to customers at the checkout section of retail stores.
They can range from traditional in-store signage and displays to digital ads on a checkout page or even targeted offers on a mobile app during checkout.
Omnichannel is a marketing strategy where all your messaging across all channels is consistent.
When you combine the two, they can be a deadly combination that generates more sales for your business.
This is because an omnichannel approach to your marketing helps build more familiarity and trust.
In case you didn’t know, 49% of consumers said they make purchase decisions based on how much they trust a business.
Now, let’s dive into how you can specifically use POS ads to boost your sales:
At the checkout of many retail stores you have an opportunity to capitalise using product placement.
For example, if you sell beauty products inside big chain retailers like Sephora, you could strategically place a display of hand creams with a compelling offer.
Since customers already have their credit cards out and are ready to buy, they’re more likely to act on this offer.
That’s the reason why this strategy works and so many brands use it inside stores.
Creating a sense of urgency can compel customers to make a purchase they were otherwise hesitant about.
For example, you could be selling a new supplement line inside a GNC retailer.
To gain more traction you can offer free creatine at checkout but only if they purchase a tub of your protein. The offer expires in 24 hours and that would compel them to go back swap the tub of protein they’re about to get for yours.
Bundling encourages customers to buy more by perceiving greater value.
Your product could be expensive but when you add bonuses that are found close to checkout, they can help sweeten the deal to win more sales.
Skillful cross-selling at the POS can significantly increase basket size. For instance, if a customer is purchasing a high-end coffee maker, the POS ad could highlight a special offer on premium coffee beans.
Digital POS systems can be particularly effective here, as they can automatically suggest complementary items based on the customer's current selections.
The cross-sell items should be conveniently placed near the checkout to make it easier for the customer to purchase the product.
You can use these types of ad strategies to get more attention to your brand.
If they go to purchase similar products inside stores and you have a compelling offer, it’s a great way to get your foot in the door.
Once they’ve already tried your product you have the potential to turn them into raving fans.
Raving fans are more likely to commit repeat purchases and share your products via word of mouth.