Advertising at the point of sale is that which is carried out, as its name suggests, at the point of sale, in the place where the articles or services of the brand can be purchased. For example, in a shopping center you can see elements such as logos, shop windows and other advertising techniques with the aim of attracting visitors.
Advertising at the point of sale is one that is implemented at the point of purchase of the items. Its priority objective is to draw the user’s attention so that they buy more.
Brands want to enhance their presence in the market and for this they resort to marketing and advertising techniques to achieve it. For example, advertising at the point of sale.
Through the use of striking posters, the image of the logo, persuasive phrases that encourage purchase, signage or the way of placing products, among others, it is intended to highlight a product over the competition.
What are the main objectives of advertising at the point of sale?
Here are some of the more prominent goals of point-of-purchase advertising:
- Given the rush of consumers and the context where there can be a multitude of stores or products, the interest of the brand is to attract attention above the rest.
- Boost item sales.
- Improve the decoration and the call to action so that the individual who visits the establishment does what the brand wants.
- Provide information about the product, especially if it is a launch or novelty.
Ultimately, when you use this type of point-of-purchase advertising, what you have in mind is to highlight an item to increase sales.
What are the most prominent types of advertising at the point of sale?
The following should be noted:
- Logos: One of the things that is often done is to display large logos to highlight a store in a mall. Stores typically use a prominent logo size when displaying it on the exterior to draw the attention of shoppers.
- Posters: Posters are used to display persuasive messages, indicate the benefits of products or relevant information about them.
- Shop windows: Shop windows are the order of the day and they are intended to show seasonal items, discounts or products that have some promotion. The idea is that people who pass by a shop window stop and call their attention to what they are seeing.
- Exhibitors: They are furniture or shelves where products are displayed, with striking images or posters. They are placed in strategic places in the store so that the items can be visible to customers.
- Booth: It is a small space within the establishment in which a product is promoted. Normally, there is usually a person in charge of offering information and attracting potential clients.
- Tastings: Something very typical in supermarkets. For example, tastings of sausages, cheeses or juices. There is a wide variety of products that, when they are launched on the market, brands use these techniques to make them known and offer them free of charge to users who approach them.
Many brands decide to bring their items closer to the public at the point of purchase. For example, a company dedicated to the production of perfumes uses a sample to give customers its aroma. A person is in charge of propitiating a few drops of perfume to those interested in order to promote it.
It would be an example of advertising that is used at the point of sale.