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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 marketing campaign is effective messaging. 

Using the right marketing messaging and call to action at your POS can make all the difference when it comes to encouraging email signups or impulse purchases at checkout. 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. 

Cross Promote 

One of our favorite ways to use POS digital signage 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 an ad that offers items that compliment that purchase, such as chocolate bars and graham crackers. An effective cross-promotional campaign highlights related merchandise on your digital checkout displays in order to make your customer’s shopping experience more convenient and helpful for your retail customers. 

Use Strong Verbs in your CTA 

A great POS display encourages your customers to take action, whether that’s trying out a new item or inspiring them to “buy now.” So, make sure that the focus of your signage call-to-actions are shot, 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.”  

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 eye of your customers. 

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 that loyalty members receive) at checkout can incentivize shoppers to follow through with their purchase and even purchase more items, so don’t undervalue this messaging. 

Advertise Special Offers 

Similar to advertising loyalty programs with your POS messaging, make sure you are also using this valuable digital signage space to promote certain offers or groups of products that may be on sale. You could use the messaging on your digital display to discount a product that may need help selling off the shelf, or even doing a cross-promotion discount that pairs a best-selling item with one that isn’t selling as well, such as a BOGO deal. 


Last, but not least, one of the best things 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 store? 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.