Here at Bluewater, one of our favorite ways to drive retail sales is through the use of digital displays at point-of-sale (POS). In fact, we’ve talked at length about the importance of using digital displays at retail checkouts and the amazing opportunities that digital signage offers when it comes to boosting retail sales. However, at the core of every successful digital POS in-store marketing campaign is effective messaging.
Using the right marketing messaging and call to action at your POS can make all the difference in encouraging email signups or impulse purchases at the checkout counter. So, to help make sure that your digital retail displays are getting the best possible bang for their buck, today we are sharing our top point-of-sale messaging tips that will help increase sales and engagement with your retail shoppers.
What is Point-of-Sale Advertising?
Before we give you our tips, it is important to understand what POS advertising is.
Point of sale (POS) advertising refers to promotional materials and strategies designed to engage customers at the place where they make their purchase decisions, typically at the checkout area or sales counters of retail stores. This marketing strategy aims to influence shoppers’ buying behavior at a critical moment by drawing their attention to specific products or offers, encouraging impulse buys, or providing additional information that might sway their final decision.
POS advertising can take various forms, including free-standing displays, digital screens, posters, shelf talkers, and coupons, all strategically placed to catch the eye of the customer and enhance the visibility of products or promotions, increasing sales and elevating customer experiences.
6 POS Messaging Tips to Boost Sales
1. Cross Promote
One of our favorite ways to use POS systems is to inspire customers to purchase related merchandise that they may have forgotten to pick up or just didn’t realize that they needed. For example, if a customer purchases marshmallows, show a point-of-sale display ad that offers items that complement that purchase, such as chocolate bars and graham crackers. An effective cross-promotional campaign highlights related merchandise on your digital checkout displays to make your customers’ shopping experience more convenient and helpful for your retail customers while also upselling them.
2. Use Strong Verbs in your CTA
A great point-of-sale display encourages your customers to take action, whether that’s trying out new products or inspiring them to “buy now.” So, make sure that the focus of your signage call-to-actions are short, simple, and to the point. Your messaging should include bold verbs like “try” or “buy” mixed with words of urgency, such as “now” or “limited supply.”
3. Share What You Stand For
Connecting with customers and giving them a fulfilling shopping experience is not just about making sure they are making the right purchases. Another way to offer your customers a great experience with your brand is to connect with them at the core of who your business is and what you support. Therefore, use your digital signage displays to promote any community partnerships or fundraisers that you are supporting. Not only does this help to spread the word about these important initiatives to your shoppers, but it also helps define the core of your brand in the eyes of your customers.
4. Share Loyalty Opportunities
Did you know that studies show that repeat customers spend 67% more than first-time customers when they return to your store, and over their lifetime they are worth 10x as much as their first purchase? As you can see, showing customer appreciation and increasing repeat customers is a retail investment that is definitely worth making. One of the best ways to do this is through a loyalty program that you can promote in your POS signage and educate customers about at checkout. Advertising your loyalty program (and any special offers loyalty members receive) at checkout can incentivize shoppers to follow through with their purchase and even add on more items, so don’t undervalue this messaging.
5. Advertise Special Offers
Similar to advertising loyalty programs with your POS messaging, make sure you are also using this valuable digital screen space to promote certain offers or groups of products that may be on sale. You could use the eye-catching messaging on your digital display to discount a product that may need help selling off the shelf or even do a cross-promotion discount that pairs a best-selling item with one that isn’t selling as well, such as a BOGO deal.
6. Educate
Last, but not least, one of the best marketing tactics that you can use your digital POS displays for is to educate your shoppers on both your products and your brand. Help them envision how they would use your products, what their benefits would be, how great of a deal they may be getting with a promotion, and other educational communication. Your customers don’t know what they don’t know, so take advantage of this valuable retail space to spark inspiration in customers and help them feel reassured in their purchase with your brand.
Are you interested in learning more about putting digital display signage in your retail business? Be sure to reach out to our Bluewater today so we can tell you more about the benefits and options of this valuable retail installation.
