How to get the best Point of Purchase?

The point of purchase is where most of the buying decision is made. This information highlights the importance of point of purchase in the buying process, and consequently the results of the industries that have their products compete daily for space in stores.

The choice of point of purchase is complete relationship with the market segment you want to act, which the audience they want to reach and what market positioning to be perceived by both customers and the competitors. This can affect sales, since they are closely related factors, as potentially the better the location, the greater potential for maximizing sales and brand visibility.
POS System (Point of Sale)
Photo Credit: Gilbarco Veeder-Root Europe

Renata Cianciaruso, Acting Manager of Management Consulting and BDO say the point of purchase is essential to the success of the seller; it is one of the key points for the success of the business. “However, only a good location is not synonymous with success. The important thing is to give the customer what is promised, meet the needs and desires of the customer, be aware of the movement of competitors, establish lasting customer relationships, in addition to knowing your preferences and where possible to differentiate against competitors with best attribute, “he explains.

To Renata, a seller should keep their selling point always clean, organized and attractive to the customer. In addition, you need attentive salespeople who understand how to effectively meet customer needs.

Standardization

The lack of standardization of the brand is a challenge at the point of purchase and a challenge of the brand. “The mark requires standardization so that its attributes are not adulterated. Customers looking for a brand, are seeking elements such as quality, reliability, and wish to repeat a successful experience already experienced in the past. If there is no standardization, the relationship with the client is compromised and the sale is potentially impaired, “adds Renata.

To provide a differential, it is essential to listen and understand the customer. Moreover, knowing deeply competitors by heating what the strengths and weaknesses in relation establishment x competition. Often a weak point of the bidder may be perfect and in order to be understood as a differential in your property.

“The key is to listen to the actual need of the customer, have a well trained and autonomy for the conflict resolution team, and above all fulfill its promise. Ultimately, the ideal is to do the homework in the best possible way. “Says Renate.

Be where the customer is Rafael D’Andrea, vice president of the POPAI Brazil Agencies Committee, the selling point is essential, even if it is on the internet you need to have a reference of where the brand is. “First you have to be at the point of purchase and not lose the customer at any stage of the purchase decision process: the initial attention, the interest on the product, handling or experience in rational decision and the payment itself” clarifies.

D’Andrea said to be present at the point of purchase¬†displays means offering the shopper (consumer) of your brand the opportunity to bond with her and get it if you want. The choice of point of purchase is made by the consumer and the product must be where he is. Your brand must be present at the point of purchase where shoppers of your product or category will.

“My main tip is that brands must consider all possibilities customer contact with your brand and potential consumers to the brand in their communications planning and sales seamlessly. The shopper marketing is a discipline that seeks to reconcile these fields with the interests of consumers at the center of decisions. That way you can create a win-win atmosphere genuine in jail – something critical to the success of modern seller.

Tips for Point of Purchase

It is through the execution of Merchandising the products stand out and differentiate the point of purchase. And attract the shopper to seek more than their competitor’s products; we must always be alert to some key points:

Presence of products in the area of Sales, i.e. no use the product to be distributed in a certain POV and not available on the sales floor to be picked and purchased;

Positioning of products in the gondola area, you must follow pre-established criteria of exposure, according to the strategy defined return to the category in question;

Price of the product is suitable for the perceived value of the product and be clearly visible and exposed to the eyes of the shopper, to facilitate your decision making process;

POP material is being used correctly, assisting in the dissemination of the product in question and not “polluting” Visually the store;

Extra-point must always be well exploited, because there is always an alternative to impact the shopper in the store, that is not the primary point (gondola) used for the category.

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Point of Purchase Promotional Events

In recent years we have witnessed a trend of buying on impulse and based on what is the most delicious at the point of purchase. Several studies have said that the vast majority of consumers taking their buying decisions at the point of purchase and them often end up buying products that they had no intention of buying.

As the market for consumer goods that where you can perform more promotional actions, not only by the visibility and knowledge of brands, but also by the volatility that the products have, it is essential to expose the brand and the product of original shape, creating a series promotional activities around them, so that they stand out from their competition.

On the other hand, for large retailers, the competition for the best and best linear shelf space is very strong and this same space is becoming smaller and more expensive. Thus, the importance of merchandising and actions to improve product visibility becomes vital.

One of the most common actions in terms of promotion is the Sampling. This action is based on evidence and tasting the product concerned, which allows you to collect immediate feedback from consumers at the point of purchase and, more importantly, allows the customer to consider buying the product over other similar that it intended to acquire.

Other promotional activities used at the point of purchase are delivering flyers or other advertising material that aims to encourage the sale of the product concerned. It is also common to offer gifts that aim to attract the attention of consumers to the product and point of purchase.

In our current market, consumers are increasingly demanding the purchases they make and even get to rationalize that purchase these products, so promotion measures should be eye-catching, engaging and building trust in customers, in order to create a relationship Nice and combine pleasure to the act of purchase.

There are many advantages that manufacturers can take the promotional actions they perform, such as advertising the product or brand through direct exposure of logos, slogans, exhibitors, stoppers or banners. On the other hand, it is possible to communicate the brand or product to tens or hundreds of thousands of people in itself and where people already go with the intention of purchasing the products space. If we combine this action of sampling (already mentioned) it is possible to earn customer preference.

In addition to everything mentioned, it is fundamental to have the right person at the right point of purchase for the promotional campaign is successful.

What we have seen is some de professionalization regarding promoters that are ahead of each product or brand, with little knowledge of the manufacturer, the product in question and, above all, the lack of favorable arguments before the competition, pricing, among other things, leading the consumer to not have doubts to purchase that product. In short, the guidance to the client’s need is paramount.

In this sector there have been an increasing number of companies that promote this type of service, which can lead to market saturation. This saturation leads to an increase in bargaining power on the part of customers, leading to a loss of margins and hence profit by companies providing this type of service. This loss of profit margins and consequently leads to lower quality of promotional materials.

It is, therefore, critical that the relationship between retailers and manufacturers is the best possible for both one and the other may see an increase in sales and a profit in your business.

Moreover, the promoters who are ahead of these promotional activities must be trained and oriented to the type of client that will receive and that will approach, so as to be able to speak of competition, arguing pros and cons people in short, to speak of the global fashion market. – Wikipedia

Finally, the type of company chosen to promote the services of merchandising must have a specialization in the core business of the customer and become a partner of the manufacturer at the time to communicate and promote their products or brands.