Point Of Purchase Marketing – Everything You Need To Know
Delivery At The Right Time!
With all the information out there on e-commerce and digital marketing, it can be easy to forget that many businesses still operate physical stores.
Point of purchase marketing includes all efforts directed to a customer as soon as they enter the store.
Customers can enter a store and leave without buying anything.
Several reasons could cause this, such as:
- Unavailability of the products or out of stock product
- A long checkout line
- Poor customer service or a lack of it
With point-of-purchase marketing, you can encourage the customer or entice them to purchase a product that they were not searching for in the first place.
It can thus be an excellent strategy for cross-selling and even upselling.
There are several ways that you can use point of purchase marketing, so let’s dive straight into the topic, shall we?
Product Display VS Visual Marketing
How many times have you gone to the grocery or convenience store and left with a product that you have not planned on purchasing in the first place?
Grocery stores often display candy bars at the checkout prompting customers to grab a few as they head out.
Product displays and signage can also affect customers to products that they were not planning on purchasing.
Businesses can use this information to their advantage by placing tempting offers in places where customers can easily view them through signages or displays.
Product Samples
One way of getting customers’ attention when they walk into a store is through product samples.
A business can also ask customers to try out products for themselves for free.
They can then combine this with discounts or offers, which can help significantly increase the chances of making sales.
While providing samples, make sure not to offer too many options to your customers as this can cause them to get confused as to which products to choose.
In that context, one or two options are ideal.
If you are selling products that are not to be consumed, then you can offer demonstrations on how to use them.
On-Field Marketing
This one happens around us without us even thinking that it is a form of point-of-purchase marketing.
Companies and brands will send their marketing agents to bars, restaurants, or hotels to promote their products.
When the marketing is directed at someone sitting in a bar or a restaurant, you can compare this to marketing your products to someone who has stepped inside your shop or store.
Interestingly, field marketing can be even more successful because people who visit bars are even more likely to spend money.
If you are marketing in a bar, you may want to consider offering samples. They may also include gifts in return for buying a product.
They may also offer the option of entering the contest after buying a product or beer.
The “Out Of Stock” Tactic
Studies have shown that as much as 66% of would-be customers will leave a store without making any purchase simply because they failed to find the products they were searching for.
But herein lies a great business opportunity.
If you don’t have the item, you can give the customer the option of ordering products for them.
…Without them having to pay any shipping charge!
Secondly, the customer can make the order which would be delivered later. This way it doesn’t matter if the order is in stock as the business can order on behalf of the customer and have it delivered.
To Wrap This Up
Point of purchase marketing is a tried and true method for increasing the number of people who buy your products.
If you want to increase sales, point-of-purchase marketing could be just what you need.
In case you need assistance to implement this in your business, worry not!
We can help you use this strategy for your business by providing signage that grabs attention, promotional materials that are eye-catching at checkout counters, or anything else you might require.
Contact us today at _____ and let’s get started!
