What is point of sale design?

Point of sale design is where a brand lays out promotional materials around checkout areas and at the point of purchase. The intention is to influence a customer as they’re nearing the buying phase and to catch their eye with visual displays. These visuals and promotional materials often include:

• Banners and signage
• Physical stands and shelves
• Placing the physical product 
• Digital screens

A lot of the time, these materials aim to create impulse purchases and convince the customer to opt for their product at the last minute before they reach the checkout. Installing signs around the checkout is an attempt to upsell a pre-existing sale, or you may want to promote loyalty schemes, as well as placing the physical items.

Why does your business need POS Design?

You might be thinking, does my business need POS design? If you want an effective method for increasing sales, then yes! Here are some of the key reasons that your business needs POS design:

• Enhances customer experience – A consistent and visually engaging checkout area can improve a customer’s experience and allow them to invest in a helpful or enjoyable product.
• Increases sales – POS design certainly increases the chances of last-minute sales, leading to impulse buys when a customer is already in the mindset of purchasing.
• Boosts productivity – The productivity of campaigns and limited-time offers can be increased and become more successful by including POS design within your strategy.
• Reinforces branding – With strong visuals, your brand’s messaging and values are reinforced at every point in the buyer’s journey. A customer is likely to remember you as opposed to a competitor. 

For example, if you’re in the retail industry, quality signage around the checkout area is a great way to drive last-minute sales for seasonal products or to promote deals that are soon coming to an end. We cater our bespoke signs to a range of sectors, helping any industry have an eye-catching POS design display!

The key elements of effective POS Design

Like with any sales method, there are certain elements that are integral for its effectiveness. The key elements that are needed for effective POS design are:

Eye-catching visuals

Eye-catching visuals are non-negotiable. You’re trying to grab a potential customer’s attention, so creative graphics that are specific to your brand can help create a recognisable image for yourself. Think 3D letter signs, lights and bright colours.

Impulse buy opportunities

Impulse buy opportunities typically come at the end of a buying journey, right at the checkout. This is all to do with how you place your items and how you sell them through visual cues. It typically tends to be items with a lower cost that are impulse buys as they come towards the end and could complement the pre-existing items.

Clear messages

Making messaging clear and concise means it resonates quickly with a customer, allowing them to make that decision at the point of purchase. It should look compelling and not too over-complicated- this way, you’re more likely to get an impulse buy when an offer is clear and not long-winded.

Consistent branding

Point of sale design is a great opportunity to solidify your brand and keep the messaging or visuals consistent. You want to be seen as reliable, recognisable and worthy of a last-minute purchase. 

How to create successful point of sale designs

What exactly should you do to make point of sale design successful? Below, we’ve outlined some suggestions for how to make your POS design a success.

Assess customer buying behaviour

Assessing customer buying behaviour is key to tailoring your strategy. If you don’t understand your target audience, then you aren’t going to be able to convince them at the key moments. Learning what leads to purchases or impulse buys lets you put strategies in place that fulfil this criteria.

Promotional offers and limited edition products

Showcasing promotional offers and seasonal, special edition products creates relevance around your brand and can really speak to a customer’s needs. It also makes a customer feel like they’ll miss out if they don’t get their hands on your exclusive, limited products.

Incorporate interactive displays

Interactive displays can be a great way to entice a customer into receiving exclusive offers by giving feedback or scanning a QR code. A digital display might include an informative video showcasing the product, so a customer is more likely to go and use it.

Test and refresh your POS

Just because a POS design used to work really well doesn’t mean it will work forever. Trends change, as do a customer’s priorities. It’s important to test out different methods, keep reassessing customer buying behaviour, and then refresh your POS methods in accordance with the changes. You may also want to refresh your signage and visuals to keep them fresh and engaging.

Choose Elite Sign Solutions for bespoke, quality signage

Point of sale design can be really useful for your business and help to increase sales. We understand how important eye-catching visuals are, and an engaging sign and promotional materials could be the enticement your customer needs.

At Elite Sign Solutions, we create bespoke signage that’s guaranteed to leave a lasting impression. We offer project management services that take care of every step of the process, from designing to getting your brand seen in the right places. Get in touch today to get your high-quality signs produced and installed by our expert team!