Digital signage for your marketing at the POS: more customer loyalty, more sales, more success

At a time when customer expec­ta­tions are rising and the compe­tition never sleeps, effective marketing at the point of sale (POS) is crucial for the success of brick-and-mortar stores. Digital signage – the use of digital displays for customer commu­ni­cation – has become one of the most effective tools for targeted and innov­ative POS marketing. This article shows how you can use digital signage to take your POS campaigns to the next level, strengthen customer loyalty and sustainably increase sales.

What does POS mean in marketing?

Before we delve deeper into the subject, let’s take a brief look at the meaning of POS in marketing. The “point of sale” refers to the place where the act of purchase actually takes place – i.e. the store, the checkout, the sales shelf or even inter­active terminals. Marketing at the POS encom­passes all measures aimed at positively influ­encing purchasing decisions at the point of sale. The aim is to trigger sponta­neous purchases through targeted infor­mation, appealing presen­ta­tions and emotional appeal – and to do so as efficiently as possible.

Why is digital signage so effective for POS marketing?

Digital signage offers a number of advan­tages for sales promotion at the POS:

• Visual attention: moving images and modern anima­tions magically attract attention.
• Flexi­bility: Content can be adapted in real time – whether new prices, special offers or seasonal campaigns.
• Inter­ac­tivity: Touch and sensor-based appli­ca­tions offer a person­alized shopping and brand experience.
• Target group approach: Content can be automat­i­cally adapted according to time, location or target group.
  

These features make digital signage an ideal tool for optimally staging POS promo­tions – with signif­i­cantly greater effec­tiveness than conven­tional posters or flyers.

The role of digital signage in modern point of sale marketing

In the past, POS measures were often static and difficult to measure. Today, good digital signage tools not only enable more dynamism, but also precise measurement of success. You can track which content works, how long customers spend with a display and which POS campaigns are partic­u­larly successful.

Classic areas of POS marketing:

• Shop window displays: Attract walk-in customers with current offers and eye-catchers.
• In-store navigation: Help customers find their way around more quickly.
• Product infor­mation on the shelf: Digital price tags or product videos directly at the point of sale.
• Promotion campaigns: Time-limited promo­tions at the POS can be emotion­alized with countdown elements.
• Digital customer stoppers: Present daily specials, new products or events.

Seamlessly integrate digital signage into your existing marketing POS strategy!

Digital signage as a bridge between online and offline marketing

A key advantage of digital signage is its ability to combine online and offline marketing. Many customers start their purchasing process online, but continue it in a brick-and-mortar store. Here, digital signage can, for example, transfer content from the online store to the physical space:

• Showing online reviews directly on the product display
• QR codes that lead to the mobile product page
• Synchro­nization of online campaigns with POS displays
• Integration of social media feeds on in-store screens

This allows you to create a consistent brand experience across all channels – and turn the stationary POS into a digital experience center.

Find out how the K+K super­markets have optimized their customer commu­ni­cation in the super­market with the help of vir2store:

7 tips for imple­menting successful POS marketing campaigns with digital signage

1. Clear target defin­ition: Define specific targets. Do you want more sales, customer loyalty or brand awareness?
2. Target group analysis: Which target group is the focus? Content should always be tailored to their interests and behav­ioral patterns.
3. “Content is king”: High-quality, visually appealing and targeted content deter­mines the success of your POS marketing campaign. The more inter­active, the more promising.
4. Timeliness counts: Adapt content regularly. Use current events, seasonal topics and trends.
5. Link with POS promo­tions: Stage POS promo­tions (e.g. discounts, bundles, compe­ti­tions) using multi­media to encourage impulse purchases.
6. Synergies with online marketing: Link your digital signage campaign with your online marketing strategy to achieve a cross-channel effect.
7. Monitoring success and optimization: Use analytics tools for evalu­ation. Which content converts? Which POS campaigns lead to more sales?

Challenges and solutions for the integration of digital signage

Conclusion: Successful marketing at the POS with digital signage

Whether sales promotion at the POS, customer-oriented campaigns at the POS or the intel­ligent combi­nation of online and offline marketing – digital signage is the central tool of modern POS strategies. Those who upgrade their marketing POS measures with digital technologies not only benefit from more visibility and attention, but also from more sales and more sustainable customer loyalty.
Especially in times when customers switch between online and offline worlds at any time, digital signage offers the necessary flexi­bility and innovation to impress at the point of sale.

Optimize your marketing at the POS with our digital signage solutions!