Advertising at the point of sale - Marketing of a commercial enterprise

5.4.5. Advertising at the point of sale

Previously, promotional materials were not considered an essential part of the marketing strategy, but the attitude towards them is changing rapidly. As research has shown, increasing awareness of buyers when choosing the required goods depends not only on the quality parameters of goods, but also on the effectiveness of their advertising presentation. It is the store, i. a place of sales, stimulates acceptance by the consumer of this or that decision. If the advertising materials that he sees meet his requirements and wishes, then, based on them, he makes a purchase.

Practitioners engaged in the design of points of sale, use the term POS-means or POS-materials . This name comes from the English Point of Sale (POS) (place of sale). In the United States, the term Point of Purchase (POP) is adopted (place of purchase).

The task of POS-means is to increase sales of a specific product (group of products) in a given store. In this case, the impact is limited in terms of time and space character, i.e. It is aimed at ensuring that the consumer makes a purchase "here and now". These POS-tools are different from television advertising, which does not involve immediate buyer reaction.

Turning a potential consumer into a real one is the main task of POS-means, which are the structural and technical design of merchandising as a set of technologies for placing and presenting goods in trading halls. In other words, a consumer who has been in the store, other things being equal, will make more purchases, the better placed POS-tools will satisfy his cognitive, aesthetic and pragmatic needs.

POS-funds are the source of the final impulse for the promotion of goods. The two main functions are:

1) a reminder to the consumer about previous advertising events, i.e. Completion of the entire advertising campaign;

2) the arrangement of certain accents in the trading hall, the allocation of a given product from its competitive environment.

The place of sale is divided into five functional zones, each of which uses its POS materials:

1) exterior design;

2) the input group;

3) the trading room;

4) the location of the calculation;

5) the cash zone.

Assume that the consumer has already formed a desire to purchase goods or use the service. He is looking for a suitable store. To potential buyer noticed the place of sale (shop), advertising means, localizing his location, are needed. These are signs, shields, facade signs, various remote structures.

Then the buyer pays attention to the display case. The showcase has a great psychological effect on the buyer and greatly influences the sales volume. Therefore, of great importance is the originality of the design of the storefront, the difference between showing the goods from its display in other stores.

Storefronts can be divided into the following types:

o facade - a glazed opening in the front part of the trading company where the goods are exhibited. It serves to attract the attention of passers-by to the goods sold in the store. Thanks to showcases, buyers get the first and most important idea of ​​the goods, especially the new ones, and in many cases make the decision to purchase impulsively;

o demonstration showcase is intended for acquaintance of buyers with the new goods, their updatings and color scale;

o Trading - provides free access to the goods for the buyer.

The main tasks of the storefront as a functional element of the store are as follows:

o to acquaint with the range of goods available for sale, to remind you of the approach of a season;

o advertise new products, reflect new trends of fashion;

o report on existing store methods and special services offered to the buyer.

Storefronts, as a rule, should be through, and where possible - bilateral, so that the goods exhibited in them, were visible from the street and from the shopping hall. Only goods available for sale should be displayed. When designing shop windows, it is necessary to take into account the flows of potential buyers. If the distance is at least several meters, then it is worthwhile to use the entire area of ​​the storefront. On passing in the immediate vicinity, on the contrary, the maximum impact is exerted by the lower third of the storefront. If the product is sold, its samples must be removed from the display case. It is desirable to exhibit only natural samples of goods (boxes from perfume, colognes, powder, cream, etc.). Exhibiting in the window artificial images of goods in the form of dummies and props are undesirable. Along with the goods in the window, you can use advertising text posters that reveal the consumer properties of the exhibited goods, especially novelties and goods that are little known to the buyer. Exhibited in the window of the samples of goods should be equipped with well-designed price tags, with clearly written figures. Price lists not only inform the buyer about the value of goods, but they themselves can serve as decorative elements of the storefront. All exhibition design in order to ensure the shopping hall with natural light, as a rule, should not occupy more than half of the glass area of ​​the storefront. The inventory used in the display window should not be visible, so as not to distract attention from the goods. Demonstrating the range of goods available at a given time in the store, it is necessary to take into account the seasonality factor. Updating of show-windows should be made not less often than once a month. You need to show all the benefits of your product in such a way as to attract the maximum number of potential buyers to the store.

So, if the showcase interested the buyer, he entered the store. Now it is important how much he likes the atmosphere and atmosphere of the store and the product offered in it. The product, represented by all the rules of merchandising, can be said to sell and advertise itself. Promotional elements and correct presentation help the consumer find the necessary product quickly and easily. Entering the store, the consumer first looks for the department in which, according to his ideas, the sought-after goods are located, being guided at the same time by special POS materials with the zoning function (light boxes with the designation of departments). Having found the necessary department, the consumer should choose a specific brand of the goods.

What to prefer? Of course, what looks most interesting and attractive. These properties are given to the goods exhibiting POS-materials (podiums and racks), which contribute to an increase in the individual prominence of goods. To buy goods, you need to get information about it. To do this, we use educational POS materials , containing information about the consumer properties of the goods (tablets, called "silent guides"), information POS materials (labels, labels and tablets with names and prices), as well as propaganda POS materials with image materials and legal advice posted on them. If the information obtained suits the consumer, he is excited by the desire to personally verify the quality of the goods. In some cases, this is done independently with the help of contact POS materials , which provide an opportunity to touch the goods or even take it in hand. It is desirable that the trading floor must have demonstration POS-means (counters). However, for the testing of some products, special testing POS-tools (fitting room) are required. The selected goods can be brought or brought to the ticket office, and then to the car with the help of transport POS-vehicles (trolleys). Advertising on shopping trolleys in supermarkets has long been used in the West.

POS-means are so numerous that it is quite difficult to make their complete classification. It seems logical to distribute POS-means on a functionally oriented basis (Table 5.5).

Table 5.5

Classification of POS-advertising facilities by functionally-oriented feature

Views

Examples

1

2

1. With the localization function (to indicate the location of the store)

Facade signboards, streamers, signs, shields, light structures

2. Attractive (to draw attention to the store, highlight it among others)

Sidewalk and display dolls, mannequins, remote pillars, awnings, canopies, awnings, umbrellas, tents, inflatable constructions, volume logos, window stickers (window-slickers)

3. With the function of zoning (to indicate the location of departments in the trading floor)

Light boxes with a designation of departments, pictograms, console flag-pointers. neon scoreboard, tasting racks, mobile, floor graphics, floor displays

4. Exhibiting (help to attract attention to the product due to the allocation of the location of its layout)

Podiums, racks, display cases, display displays with illumination, special counters, voluminous models of packages, exhibition stands

5. Educational (report on the consumer properties of the goods)

Mute guides & quot ;, hard posters, posters

6. Information (confirming the presence of the goods)

Labels, labels and tablets with names and prices, consumer catalogs, wobblers, shelftoxers, stickers, dispensers with flyers, floor mats, banners, garlands, flags

7. Propagandistic (with image materials and tips for use)

Pockets-stands for booklets, leaflets, circulars, CD-disks, business cards, telephones, information frame-modules in the form of books, wall-paper etc.

8. Contact (give the opportunity of direct contact with the goods)

Testers, imaginative

9. Identifying sales personnel (0. Demonstration

Badges with name and title

Counters with open sample laying, brackets, hook plates, test demons, rotating stands and counters

11. Testing

Fitting room

12. Transport

Trolleys, baskets, bags, bags

13. Recycling

Registration of a box for checks, garbage bins

The main advertising tools used in stores, and the specifics of their use

Wobblers (small advertising signs on a plastic hood, fastened to the shelves). The selection of the boundaries of the calculation of the goods of a particular manufacturer, brand. It is recommended to apply for vertical layout.

Mobile (curly posters on a rigid basis, usually attached to the ceiling). Placement index of the goods. The product should be placed directly under the mobile. Used with other, smaller, placed on the shelves of advertising products for this product.

Stickers (small posters on the adhesive basis). They are used mainly for additional decorating of the trading equipment in the place of the laying out of the goods.

Posters . Used to decorate the trading floor, close the "holes" on the walls. It is not recommended to use for good repair of the trading floor. Typically, a low-performance advertising tool, because it is not located in the place of the calculation of the goods.

Shelftokery (advertising, placed on the end of the shelf, often containing an attachment for price tags). Used to highlight the location of the calculation of a particular product. The most effective for vertical laying, creating a "color spot". You can apply for masking old equipment.

Leaflets and dispensers (trays for leaflets). It is recommended to use only during the period of holding special promotional actions in the store. Leaflets should be distributed only under the supervision of a representative of the company conducting this promotion. Otherwise, the leaflets become garbage on the floor and around the store.

Special price tags (large price tags with a trade mark logo). It is beneficial to use if there is a special offer for the goods. Are an indispensable element of mass and special calculations.

Nechenggers (price tags on the bottleneck bottles). Effectively used to highlight the boundaries of the laying of a bottled product. You can use to indicate a special offer for a product.

Checkboxes . It is recommended to use as advertising "stoppers" that are perpendicular to the movement of customers and control their movement and attention.

Garlands . Effective for decoration of the department or place of the calculation of the goods in the period of special shares, seasonal sales.

POS materials can also be classified by parameters such as:

o capacity - on this basis group, piece and non-object POS-means are singled out. The first group of products, the second - copies of goods (piece dispensers), and the third are not intended for physical contact with goods (posters and mobile phones). On non-ranked group POS-means, goods are in bulk (chests), and on ranked ones are arranged in a certain order (racks);

o location - allows you to distinguish interior (inside the shopping area), display and street POS-tools (panel-brackets next to the store);

o placement - according to this parameter, POS materials are divided into floor, ground, wall, facade, display, ceiling, suspended, installed on trading equipment or on the glass window;

o mobility - dynamic POS tools that perform a more or less complex set of movements and/or actions (mechanical dolls, interactive machines), which, naturally, raises the interest of consumers more than static POS- means;

o constructive properties - volumetric and flat (interior poster), light (panel-brackets with internal illumination) and non-light.

In the matter of the choice of promotional materials, the merchandising service of the store and the producers of goods must closely cooperate. Producers, setting standards for the placement of their advertising materials, take into account that advertising materials must:

o be directly near the point of sale of the corresponding product or on the way to it;

o be clearly visible to the buyer;

o be relevant (the materials of a specific advertising campaign are installed at the beginning of the campaign and are removed at the end of the campaign).

By appointment, promotional materials can be divided into four categories.

1. Constant advertising materials advertise the brand and are located in a conspicuous place near the store. It can be inscriptions on windows and walls, signs, metal signs and neon inscriptions.

2. Temporary - are located inside the store. They can represent an advertising image of a trademark, an increased product layout, a symbol. Such promotional materials, caught in the eyes of the buyer, must remain in his memory as information about the existence of a certain product. With the help of such materials, they advertise the brand of the product using the name, but such advertising should not be intrusive.

3. Agitational - serve to conduct a general advertising campaign. They stop using when a line of stimulating materials comes. An example of this type of advertising campaign materials are various posters, flags, calendars. The material from which they are made must be of good quality to serve long enough.

4. Stimulating - used for a short period of time. Most often, they are used in the course of the campaign to promote the goods in order to increase sales. Such materials include signboards in showcases, banners, special packages, specially designed price tags (on which, for example, it was written "was ...", "dropped by ...", "now only ..." ;, only this weekend ... & quot ;, lowest price ), checkboxes. This type of promotional material should attract the buyer to participate in promotional activities.

Bright colors, prizes (if possible, focused on competitiveness) will emphasize the merits of the product. When incentive promotional materials are removed, general agitational returns to their place.

In modern stores, buyers attacks not only an abundance of goods as such, but also store radio, television, multimedia terminals. For the transfer of the intrabase TV program, even satellite communications are being used. In all of the above, the combination of advertising itself, information for the buyer, entertainment clips. This creates a pleasant atmosphere for finding in the store, and, therefore, for shopping the atmosphere. Frayed promotional materials (leaflets, booklets) can alienate the buyer from the goods. With an abundance of promotional materials, the effect of their actions is reduced, and buyers stop reacting to advertising.

What happens in practice? Suppliers and manufacturers offer shops a huge number of different advertising tools. If the store goes around with the sales representatives, it may soon turn into an "advertising museum". The very same product will serve as a background. Excessive, inefficient advertising is not an engine, but a brake on trade.

Wholesale firms and manufacturers, placing advertising means in the store, often pursue only their company's goals. Often, the wages of menchanders are calculated on the basis of how much advertising they placed in retail outlets. After the advertising material is posted, the functions of the merchant are terminated. And you can also face the fact that the purpose of placing advertising means is not advertising your product, but overlapping advertising of a competitor.

This leads to the fact that shops completely refuse advertising. However, in this case, they look unattractive and, moreover, deprive themselves of a powerful resource for managing customer choice and increasing sales. It is the advertising tools located at the point of sale that influence the final choice of the consumer. Without them, the buyer is more difficult to choose the product for which he came under the influence of external advertising.

The main reason that stores refuse advertising means is inability and unwillingness to work with advertising in the trading floor. It is the employee of the store who must evaluate the effectiveness of the advertisement offered by the sales representative and determine the place of its optimal placement.

Increased attention to POS-means has led to the emergence of new methods, including advertising on shopping carts for purchases, the emergence of speakers packages, bells on packages with beer, activated when the refrigerator door is opened, as well as the introduction of interactive computer systems that allow you to choose any product - from footwear to carpeting. Another attractive innovation was the emergence of commodity information centers (TIC), which is a terminal with a video display, which is installed mainly in supermarkets and every five minutes produces a series of 15-second commercials interspersed with local and national news. Currently, TICs are used in most sales promotion campaigns.

An interesting example of POS-advertising can serve as a stand of PepsiCo company with leaning banks. A mechanically fastened package of six cans of Pepsi, located on the stand in the passage of the supermarket, periodically leans forward, attracting the attention of buyers who think that it is about to fall. There is an inscription on each stand: Do not forget about Pepsi & quot ;.

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