Aside from all the thought and effort that goes into advertising and enticing customers to enter a store to buy something — many effective strategies exist for influencing purchasing decisions once they’re in the store. These point-of-purchase marketing tactics can be relatively inexpensive and they’re extremely effective, so don’t overlook them as part of your overall marketing plan.
The more customers notice your products, the greater the chances they’ll buy. Point-of-purchase displays can include everything from designing labels with eye-catching colors to building elaborate end of aisle configurations. More than half of all final purchasing decisions are made in the store, even if someone has researched a product online, so increased visibility during this decision-making time frame is invaluable for increasing sales. In addition to simply calling attention to your product, point-of-purchase displays can make it easier for customers to reach for your products by placing them in accessible locations, and creating scenes or configurations that show how your products can be used.
Giving customers a direct experience of using your products makes them more likely to buy. This strategy is a way of attracting attention, but it’s also useful for placing your offerings in a context where customers can actually visualize owning them. Dressing rooms in stores give customers the opportunity to try clothing first hand, and even something as simple as a mirror next to a jewelry display can make the possibility of owning a particular item seem more real. Food demos give shoppers the opportunity to taste products they might otherwise choose based on the product’s label, and bottles of lotion and cream dispensing in-store samples enable shoppers to smell and touch these products.
Cross marketing is a point-of-purchase strategy that makes visual marketing suggestions by placing items that consumers use together in close proximity to one another. It costs retailers nothing to put corkscrews next to bottles of wine, lemons next to fish, or sun screen next to bathing suits. Customers may not necessarily be thinking about these additional products when they’re in the vicinity, but seeing them there is a reminder that they might need the product on their list and the product that goes along with that product.
Location, Location, Location
Giving careful thought to where you situate items in the store is an easy way to increase sales, especially of items with high profit margins. You can increase sales of impulse items such as candy and magazines by placing them near the cash register, where customers must bide their time as they wait in line and are most likely to notice and be enticed by items such as candy and magazines. Items placed at eye level are more noticeable than items shelved higher or lower, and items that appeal to children can be situated at the child’s own eye level. Often, this comes at the annoyance of the child’s parents, who hear the seemingly incessant pleas to buy a toy or treat the child suddenly wants.
Credit : http://smallbusiness.chron.com/pointofpurchase-marketing-20757.html