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The display of products at the point of sale is essential for all businesses and companies looking to sell something, regardless of the product or service they are offering.
Product display at the point of sale involves strategically thinking about the ideal position of products to ensure a positive experience for customers, brands, and retailers. The key lies in using location to your advantage so that customers find what they are looking for, differentiate yourself from the competition, and turn your products into bestsellers.
Numerous studies analyse the importance of context and how it influences people when making decisions. This is precisely what we will examine in this post.
The distribution of items in stores plays a completely strategic role: in the physical point of sale, gondola ends, for example, are the first point of visual contact for consumers in the aisles and occupy a space where far more people circulate compared to other areas of the store.
Product display at the point of sale is carefully thought out; nothing happens by chance in this environment.
The point of sale is the area where the sale is finalised, where the transaction is carried out, and the customer pays for what they have purchased. Seventy-five per cent of purchase decisions are made at the point of sale, which is why it is so important to create marketing strategies in this area.
In addition to location, different strategies come into play based on other aspects related to the product, such as:
Product Packaging
The design is fundamental, with aspects like colours, materials, text, etc., needing to focus on capturing the attention of our target customer.
Store Window Display
This is the most visible part of the store, especially from the outside. It is the first image that the customer captures of our business, as well as a good way to differentiate ourselves from the competition.
Hèrmes boutique windows, product placement.
Chanel Barcelona
Entrance
It is important that there are no barriers and that, generally speaking, it is visible and accessible to everyone unless our business strategy intentionally seeks otherwise.
Facade
This is also a fundamental aspect that should be taken into account. It can be a very powerful tool for differentiating ourselves from the competition.
Furniture
The design of the furniture in the space is crucial. It should align with the brand and the product and help enhance the desired elements and areas. There are different types of product presentations, and the nature of the products is usually taken into account, allowing them to be classified into product, section, and linear displays.
Norths Sails, France.
Staff
It is essential to pay attention to this aspect. Customer service, communication, presentation, and recommendations about the product are crucial for the presentation and image of the brand.
Technology
We have seen how the retail sector is advancing increasingly in this area, and there are countless possibilities for integrating technology into our space through screens, applications, etc., that facilitate consumer purchases and sales actions.
In conclusion, we can see once again how the design of the space plays a fundamental role at our point of sale. It is important that the design always supports and facilitates the purchase action and that you make the most of every corner.
The shopping experience is what makes the difference. Try to analyse and understand your customers to make the most of your space.
Finally, we recommend this video where you can see all these concepts explained in a practical and visual way.
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