When point of sale is used effectively, it plays an important role in generating a purchase. Here's our guide on how it works and how to use it.
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As a convenience store owner, you probably have a clear idea of who your regular customers are and their purchasing habits. Most convenience store shoppers visit their chosen store several times a week, meaning they are very familiar with the layout of the store which helps them quickly find the items they intend to purchase. In fact 9 in 10 shoppers have already made decisions on what they are going to buy before they arrive at your store, but this doesn’t mean that shoppers can’t be influenced once they get inside. Even habitual shoppers can be disrupted by point of sale as their shopping routines are challenged.
When point of sale is executed effectively, it plays an important role in generating a purchase, in fact 30% of promoted soft drinks bought in store are not planned. In crowded chillers, point of sale can make the decision for the shopper and shoppers who can make quicker decisions tend to make more purchases. Beyond the chiller, the presence of multiple touchpoints throughout the store has a positive impact on decisions and the closer the POS to the purchase location, the better the outcomes.
Did you know, the key sight line is between waist and chest height, much lower than most people think!
Designed to be near the product to create a focal point for the shopper to look at whilst shopping at the shelf
Primary role? Closing the sale
How do they work? They catch the peripheral attention as a shopper scans the shelf to make a choice.
Best practice? They are likely to be spotted if located near signpost brands and work best when on eye level.
Works well with: Barkers, wobblers or packs with matching promotion/assets.
Designed to hold additional stock in another location around the store.
Primary role? Stopping shoppers, ease of navigation, inspiring to buy
How do they work? They can catch the peripheral attention as shoppers journey around the store, either reminding shoppers to go to the main area, prime them before they get to the aisle or simply an additional location to pick up product. Majority of shoppers seek chilled product so usually only act as a prompt.
Best practice? Front of store, proximity to the aisle or location of purchase.
Works well with: Barkers at shelf or other on-shelf POS
Designed to commence the shopper journey and get top of mind before shoppers enter the store.
Primary role: Stopping shoppers
How do they work? Placed on route on the journey from the street to the store to raise awareness
Best practice? Placed outside the store itself or blocking the walking route or eyeline into the store.
Works well with: Free standing display units, front of store stacks
Designed to create a point of difference to stand out from the crowd and catch the eye of the shopper.
Primary role: Inspire to buy
How do they work? Through the use of light and movement they can create contrast and stand out from static environments. One key advantage is that they can be refreshed easily and by time of day.
Best practice? Front of store, proximity to the aisle or location of purchase.
Works well with: Front of store stacks, FSDU’s, on shelf.
All sources from ShopperCentric research of 1200+ interviews, Nov 2023