Definition of POS Advertising
Point-of-sale advertising (POSA) refers to all advertising media used directly at the point of sale to attract the attention of consumers and encourage them to purchase. POS tools are designed to promote products and stimulate sales by capturing the attention of customers in the store.
Definition of POS Information
Point-of-sale information (POSI) focuses on providing clear and useful information to consumers during their in-store journey. Unlike POS, which seeks to attract and encourage, ILV aims to inform and guide customers to facilitate their purchasing experience.
Types of POSA and POSI
Types of POSA:
Posters and banners : Used to highlight specific promotions or new products.
Displays : Stands and furniture intended to display products in an attractive manner.
Digital POS : Interactive screens and terminals offering dynamic visuals and interactive information.
Types of POSI:
Directional signage : Signs and directions that guide customers through the store.
Informational labels and posters : Product details, such as ingredients, instructions for use, or prices.
Information kiosks : Interactive terminals providing detailed information on products or services.
Advantages of POSA and POSI
Advantages of POSA:
Increased sales : By drawing attention to specific promotions or products, POS stimulates impulsive purchases.
Brand reinforcement : Advertising materials consistent with the brand image strengthen customer recognition and loyalty.
Advantages of POSI:
Improved customer experience : Clear, accessible information helps customers make informed decisions and find what they are looking for.
Reduced confusion : Good signage and complete product information reduce customer frustration and errors.
Interaction between POSA and ILV
POSA and POSI work together to improve the shopping experience. For example, a promotional poster (POSA) can attract a customer to a product, while an information label (POSI) provides the details necessary to complete the purchase.
Together, they ensure that the customer is both attracted and well-informed, increasing the chances of conversion and satisfaction.
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