Point of Sale
30/08/2005
Use items in retail outlets to assist or guide a customer's decision making process.
Point of Sale (POS) or Point of Purchase (POP) items are usually used in retail outlets to assist or guide a customer's decision making process.
They can take on a variety of formats, from posters to booklets, leaflets, brochures or tent cards. They are designed to encourage those already within your business to buy more or try new products. As such, POS can be seen as a team of `silent salespeople'. It can also aid face-to-face selling for in-store promotions by allowing you to hand out booklets with news or coupon incentives when you see your customers.
Do's:
* Think about your customer's journey in the store. What information will they need? Where would be the best place for your message to reach them?
* Think creatively. Consider using different media for POS. Why not print your coupon or message on a business card instead?
* Like posters, keep your POS simple and single minded.
* Booklets should use simple language and make use of headlines and subheadings to break up the copy and manage the amount of writing.
* Leaflets are shorter and any writing should therefore be tightly focussed, clear and produced on good quality paper to give extra impact.
* Make sure any coupon is very obvious - money off is a great incentive!
Don'ts:
* Don't overcomplicate the offer or design.
* Don't feel the need to fill the page with words. Letting the visuals entice the reader will work.
* Don't forget the call to action.
