In sales, marketing and business, the point of purchase has two levels: the macro level and the micro level. The macro level is the large area where sales are made; for example, a mall or a supermarket. The micro level point of purchase is the counter where the actual sales are made.
All business practitioners want their businesses to grow. Here’s how they can achieve that goal:
Vehicles to Market Your Point of Purchase
There are various ways you can ensure that your business grows in 2016 by marketing your point of purchase better. Some of these ways include the following:
- In-store advertising
- Sales promotions
- Attractive packaging
- Fancy point of purchase displays (shelf edge sign holders, display stands, posters, banners, dummy packs, mobiles, and more)
- Use of sales people
- Word of mouth promotions.
These promotions should easily draw customers to the products, attracting their attention and triggering impulse purchases.
Point of Purchase Marketing in Smaller Retail Outlets
Here, the manufacturer does most of the marketing. Sales people are provided by the manufacturer, and they site, restock and maintain the products.
Point of Purchase Marketing in Larger Retail Stores
In the larger store, this marketing strategy is a bit different. In this case, these stores often prefer using their own marketing strategies and their own salespeople. This is mostly because these stores control their own supply activities, and prefer their own store themes for promotion.
Point of Purchase Displays that Actually Work
Theoretically, it seems easy to just set up a display at the cash register. In reality, this is hard work which requires you to plan well strategically so as to achieve desirable results. For a retailer or owner to establish a great point of purchase, they have to:
- Stick to the correct limitation of display space. A proper fit increases chances of customer discovery and hence success in sales.
- Understand the client’s needs well. This will ensure that the marketing strategies meet these needs and hence you will be able to sell more products.
- Consider the moderate design of displays. The designs should not be over the top; they should also not be too plain. Moderation is advised here, ensuring that the display is attractive as well.
- Get a good location. Ensure this is the place that customers usually stop or take a break when they are shopping. Make sure that the line of sight for these displays tally with the customer. This will ensure that the display is in sync with the customer’s mind, hence bringing the sales up.
Having a good balance is key when you want to increase your point of purchase. These tips will assist any retailer, be it in macro form or micro form.