While advertising can bring customers to a store, it can also work from within your store. Today many retailers realize how important in-store advertising can be to their bottom line.
Despite the drop among television viewers between 18-34, television advertising is still a 50+ billion dollar industry. Meanwhile, in-store advertising accounts for just over 15 billion dollars. This does not mean that retailers prefer advertising on television by a 3 to 1 ratio: It means that you can spend a lot less money advertising in your store. Moreover, you’ll find that it can be highly effective.
You’re waiting in line at the supermarket—and, as you’re not particularly interested in staring at the back of the customer in front of you, you glance around the line.
The display of candy bars within immediate reach reminds you that you’re a little hungry, so you grab one (it’s on sale). Oh, and that magazine looks interesting. You’re already reading an article when you get to the cash register, where the teller asks if you want to donate $1 to a charity; and doing so, you write your name on a little heart placard that gets placed on the wall with a hundred other hearts from other donators. Finally, you complete your purchase(s) and get your receipt—with several extra items you hadn’t expected to buy.
Point of sale marketing refers to all efforts that increase sales at the point the purchase is actually made. Primarily this revolves around a cash register (although a point of purchase for a business might be a meeting table, or an Internet page), and is a staple of retail and restaurant environments
- 76 percent of grocery shopping decisions are made by consumers while in the store