Retail establishments must use point of sale (POS) displays to increase sales and grow their business. Point of sale usually means having products at the point where sales take place, which is normally at the checkout registers or in a high traffic area. The candy, gum and magazines that you see at the checkouts in grocery stores are considered point of sale displays. They are impulse items. A key factor in setting up POS displays is to have the products at the customer's eye level so they can make direct eye contact with the products first and then look up and down.
- Skill level:
Set up the products in strategic areas where the customer will definitely see them. These can be checkout lanes, customer service counters or on top of counters in other departments of the shop or store. If the product is on a small display board, it should be placed as close to the cash registers as possible.
Place the products on the ends of counters. In larger stores these end counters are normally referred to as “end caps." As the customer walks down the aisles, she will notice the end caps first.
Place products on end caps that will indicate what other products may be in that aisle. For example, a point of sale display for motor oil should never be found near the cereal or any other food aisle.
Place packaged products or containers in a neat and orderly fashion such as two rows of 5 to 8 pieces for each different product. Most stores do this to give the customer the impression that there is not an excessive amount of the product so he'll be motivated to buy it now in case it’s gone later.
Place products that are set on temporary card board displays safely in high traffic areas. Set them at the sides of the front entrance or in the centre of the aisles as long as there is walking room on both sides of the display.
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