- Communication at points of sale is not an expense, but an investment.
- All forms of contact in stores between the seller and the buyer are important, including internal signage.
- Facilitating the purchase process and making the environment more attractive are the main benefits of improving communication at the point of sale.
The correct communication at the point of sale It has a direct influence on the profits of the businesses.
This is why you must respond to a marketing plan and not randomly seeking to stimulate the consumer.
The idea is to impact and, at the same time, create a lasting customer relationship with the brand.
Good communication at the point of sale helps the overall shopping experience and, although some do not understand it, drives the sale.
A fact from the shopper marketing agency in-Store Media says it all: 80 percent of purchasing decisions are made at the point of purchase. This is why proper communication is key.
This includes all communications, from those that advertise a product or a special offer, to those related to simple indications on internal orientation and signage issues.
It also covers issues that can generate confrontation with customers, such as a poster warning about suspended means of payment, for example.
An example of what not to do in communication at the point of sale is this one that comes from Cordovaa city in the center of Argentina.
There, the social networks were in charge of spreading the photo of a self-service food poster that warns what they will do in the event that there are children without adult supervision at the point of sale.
Before continuing, we must clarify that the people of Cordoba are recognized in Argentina for having a very particular humor. The city is the cradle of the country’s most renowned comedians.
Let’s continue: the poster, whose photograph was published by the Twitter account “Only in Cordoba“, is a direct message from the store owner to the parents of the neighborhood.
😯#Saint Paul pic.twitter.com/AigPiG5Xip
— Only in Córdoba™ (@OnlyinCordoba) July 11, 2022
“Any child who is in this kiosk without adult supervision will become the property of the kiosk and will be put to scrub the floor”, says the sign that is horrifying some who did not understand the irony.
The poster, which went viral on social networks, is a particular way of telling parents who are going to buy at the store to take care of their children and not let them walk alone through the point of sale.
Posters at points of sale
“Only in Córdoba” is an account that regularly publishes photos of posters that can be seen in the second largest city in Argentina by number of inhabitants.
For example, a few weeks ago a poster that “advertised” a “nursery for husbands” went viral.
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