Communication at Point-of-Sale

Consumers’ buying habits increasingly tend to self service forms which allow a more direct contact with the goods. In this context, the concept of Communication at Point-of-Sale, which works in the active presentation of the product in the places of purchase, has developed.

It includes a set of promotion and advertising techniques to increase the profitability of the point of sale. In order to do so, self-managed sales are stimulated, product flow is increased, a continuous adaptation of the products to market demands takes place, and the right marketing mix (price - packaging – location) is chosen.

The Point-of-Sale involves a specific contact with a public willing to purchase a particular good which should catch his eye within a mix of brands. The goal, then, is to discover how to add value beyond the purchase, knowing that the visual identity of the product is very important to brand recognition.

In a context where competitors increase daily in every market segment, Organizations started designing strategies to develop the potential of the point-of-sale based on the idea that brands must add value, make the purchase more attractive and be able to do marketing at the Point-of-Sale.

The visual identity is a very important aspect in marketing because it ensures brand recognition through colors and shapes. Therefore a good packaging design is very important to catch the customers’ eye and help create product-brand recognition in very dynamic Point-of-Sale.

The way products are shelved is always important, especially for a first purchase because a product that has been advertised by external media and is visible and handy will encourage customers to buy it.

There are many and varied Communication strategies at the Point-of-Sale. Among them, the most common are: Advertisements in Shopping Carts, Posters on Islands displays, Posters on shelves that increase brand awareness and communicate the brand image and its differences with competitors’ products, stickers on the floor that will lead consumers to the promoted product.

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