What is POS? Definition and challenges to boost your sales

Introduction to POS:

POS , or Point of Sale Advertising , refers to all advertising media used directly at the point of sale to attract the customer's attention, highlight a product or encourage purchase. It plays a key role in the customer journey and can significantly increase the conversion rate .

Why is POS essential?

With increasing competition between brands, capturing the consumer's attention at the right time is crucial. This is where POS advertising comes in. It acts as a silent salesperson , capable of:

• Strengthen the visibility of a product

• Create a brand atmosphere

• Guide purchasing behavior

• Boost last-minute sales

💡 According to a POPAI study, more than 70% of purchasing decisions are made directly in-store. Hence the strategic importance of working on your POS!

What are the different types of POS?

There is a wide variety of POS supports adapted to every need:

• Advertising totem : ideal for attracting from afar

• Kakemono / Roll-up : mobile and practical for trade fairs

• Shelf talker : captures attention on the shelves

• Countertop display : perfect for impulse products

• Posters, ILV, digital screens : to inform or entertain

Each format has its own unique characteristics. The choice depends on your marketing objective, in-store location, and the message you want to convey.

What are the concrete advantages of POS advertising?

• Increase in direct sales

• Strengthening brand awareness

• Better in-store customer experience

• Differentiation from competition

• Fast and measurable return on investment

  
  

Integrate POS into your marketing strategy:

POS advertising shouldn't be considered a stand-alone tool. It's part of an omnichannel strategy that complements your online communications: social media, email marketing, e-commerce sites, etc.

The Conclusion:

Investing in well-designed POS advertising means maximizing your impact right where the purchasing decision is made. Whether you're a major retailer or a local business, POS advertising is a powerful tool for boosting sales and enhancing your brand image.