Does spending money on point of sale drive sales?

In RetailWeek on 24 June, 2011  the question was asked: In the current economic climate does spending money on point...

In RetailWeek on 24 June, 2011  the question was asked:
In the current economic climate does spending money on point of sale materials still drive sales?
My response was:
The purpose of any type of point of sale from simple price tickets to complex displays is to provide customers with a level of information that will encourage them to buy the product in front of them on the shelf edge NOW. The right POS and the right offers increase sales but POS does not have to always offer a deal. There are many other ways to encourage customers to buy the product by stating it’s benefits, giving product specifications or simply saying how popular it is with other customers.
The secret is to understand these triggers from a customer point of view and to have the ability to monitor and change them easily dependent upon sales.
So the short answer to the question it YES. Just spend a bit of time to ensure that it’s the right POS.
 



 

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