What Is POS?

By Chris Garrington

POS stands for Point of Sale which is a unique and important 
tool in sales promotion. They usually come in the form of printed 
displays that highlight latest products, special offers or seasonal 
promotions. POS is sometimes referred to where the actual sales 
take place like the checkout till and its software - although this is 
better known as POP - which stands for Point of Purchase.

POS displays are often supplied by the manufacturer of a particular product. Although this is less common regarding larger supermarket chains as they control the activities of their suppliers due to their huge purchasing power, and tend to rely on their own designers in accordance with their carefully thought-out corporate theming.

POS displays are used to directly target the consumer and the printed material is strategically placed for optimum visual efficiency. Although this tends to concentrate in and around the entrance to a particular store, another obvious place is the checkout area.

Point of Sale displays come in many guises including shelf edging, dummy packs, display stands, mobiles, posters and banners. These displays are often covered in carefully designed branding which is visually pleasing and helps promote the product on sale.

It is vital that any POS display is placed correctly as this is the point where buying decisions are made. Whether the retail premises is a huge corporate chain outlet or a small corner shop, the retailer can significantly increase sales by positioning displays in high visual traffic hotspots. The effect can be extremely lucrative for the retailer if the process is conducted properly and customers are directed towards certain products and special offers.

If you combine the POS display tactic within the store environment, together with a concentrated store plan of every product, sales will almost certainly rise as a result. After all every product, facing the customer, is like a mini billboard and this combined with colourful display presentations - all communicate directly to the consumer.

Most customers will walk up and down the aisles, with often thousands of products on view - but how many do they actually notice? POS displays have to be placed in key hot spots throughout the store or retail outlet and this will result in a significant rise in profits and affect the overall success of any business.

POS is constantly being tried and tested within many different environments. As end users buying habits change so does the point of sale.