Marketing at the point of sale is a key tool for increasing product visibility and sales directly in-store. Using POS (Point of Sale) and POP (Point of Purchase) materials has become a core element of successful marketing strategies. These techniques not only boost product awareness, but also motivate customers to make impulse purchases, contributing to revenue growth.

What is POS/POP marketing?

POS (Point of Sale) and POP (Point of Purchase) marketing are two key areas focused on communication and sales support right where the purchase decision is made. POS marketing targets the moment the customer enters the store, while POP marketing includes everything that influences their decisions during the shopping process. The aim of these tools is to capture the customer at the critical moment—at the point of sale.

The importance of POS/POP marketing for brands

POS and POP marketing give brands a unique opportunity to communicate effectively with end consumers. Customers often decide based on visual and informational cues in-store, which makes this type of marketing extremely powerful. By focusing on POS/POP, brands can differentiate from competitors and increase the chances of immediate purchase.

The main difference between POS and POP

• POS (Point of Sale) – focuses on the moment of payment, where checkouts, shelves, and other sales equipment are located. This is where the customer makes final choices, such as payment method or impulse purchases.
• POP (Point of Purchase) – encompasses all stimuli that influence the customer’s decision during the shopping process. This includes product placement, shelving, promotional items, and in-store advertising.

POS/POP marketing is essential for any brand that wants to succeed in a competitive market. Its importance lies in the ability to influence customer decisions at the key moment. This way you can ensure that customers don’t just buy— they buy from you.

Key POS/POP marketing tools

POS/POP marketing uses various tools designed to engage customers and attract attention directly on the sales floor. Visual communication, interactive technologies, and promotional offers rank among the most effective ways to increase the likelihood of an immediate purchase.

Displays, posters, and visual materials

Visual materials such as displays, posters, and flyers form the foundation of POS/POP marketing. Proper placement and attractive design can significantly raise product awareness and motivate customers to buy. Color contrast, clear headlines, and compelling images capture attention and draw customers to products they might otherwise overlook.

• Displays – used to highlight a specific product or promotion.
• Posters – used to build visual awareness of a brand or product.

Digital technologies and interactive kiosks

With growing digitalization, interactive kiosks and digital displays are increasingly used to both inform and actively engage customers in selection and purchase. These technologies enable dynamic changes to the offer based on daily or seasonal trends, meaning content can adapt to current customer needs and preferences.

• Digital kiosks – enable personalized offers that respond to customer preferences.
• Interactive displays – support active customer engagement when choosing products.

Promotions and sampling as part of marketing at the point of sale

Promotions, discounts, and sampling are powerful POS/POP tools that encourage impulse purchases. Customers are more willing to try new products if they can do so at a lower price or with an added bonus. Sampling, testers, and demos let customers verify product quality first-hand, which can strongly influence purchase decisions.

• Sampling – gives customers the chance to try a product before buying.
• Discounts and special offers – motivate quick purchases and can increase store traffic.

Using these POS/POP tools helps brands effectively reach customers right on the sales floor and support their purchase decisions at the critical moment.

Benefits and effectiveness of POS/POP marketing

POS/POP marketing strongly influences customer decisions at the point of sale—a crucial phase of the buying process. Well-designed tools can increase sales and build customer loyalty. This type of marketing not only engages but also actively supports impulse decisions and drives immediate interest in a product.

Impact on customer decision-making at the point of sale

POS/POP materials can influence the customer exactly when the purchase decision is closest—on the sales floor. Well-placed products, eye-catching visuals, and promotional offers can persuade customers to make impulse purchases. When customers interact with products via visual or interactive elements, it can lead to positive decisions they might not have planned.

• Visual stimuli – customers react to the product’s first impression.
• Promotional offers – limited-time promotions and discounts can create urgency.

Measuring the success of POS/POP activities

One key aspect of POS/POP effectiveness is the ability to measure results. Using performance tracking tools such as sales analytics and customer feedback is essential for evaluating each campaign. Measuring success helps businesses identify what truly works and adjust strategies for better outcomes.

• Sales – compare sales before and after POS/POP activities are introduced.
• Feedback – surveys and interviews reveal how customers react to the tools used.

How to use POS/POP effectively to drive higher sales and customer loyalty

When set up correctly, POS/POP marketing can help build customer loyalty. Personalized offers, loyalty programs, and discounts can not only increase sales but also improve long-term relationships. It’s crucial for companies to identify the right moments to intervene—whether through special promotions or innovative product presentations.

• Personalization – create tailored offers for specific customer segments.
• Loyalty programs – encourage return visits and increase repeat purchases.

Useful links:

1. https://www.repsly.com/blog/point-of-purchase-vs-point-of-sales-difference
2. https://www.forbes.com/advisor/business/software/pop-vs-pos/
3. https://www.crowntv-us.com/blog/pop-vs-pos/