Learn how to set up your Point of Sale with these 5 merchandising tips – WAU
The Point of Sale, or POS, is any commercial environment that aims to convince consumers to make the purchase.
When we talk about actions for the online world, we always emphasize the importance of investing in the creation of an efficient website, that is, responsive, easy to navigate and, most importantly: one that is practical and attractive to the consumer. Allied to that, it’s needed take these practices to the physical world to achieve success with your business.
After all, the point of sale, also known as POS, is the place where you need to guarantee the best presentation conditions to be sure that your customer will feel comfortable enough to focus only on the purchase decision.
However, reaching this standard is not a simple task, and a number of factors must be taken into account. From location to employee training, there are countless points that can lead your store to success or failure.
Do you want to know what factors you should take into account when setting up and planning your point of sale? So, just continue reading to clear your doubts. Next, we will present the POS concept and the importance of the chosen location, in addition to 5 merchandising tips to increase your sales. Check out!
What is a point of sale?
In marketing, we often use different terms to refer to elements that have always been part of our routine. This is the case with this new concept for a place that has been present in our society for centuries: the point of sale. It means any type of commercial establishment that seeks to convince its consumers to buy.
And, since the concept of commerce exists, salespeople seek the busiest streets to sell their products and services, or even offer an environment that makes the customer more comfortable. Today, however, factors such as location and presentation of the point of sale have become even more fundamental.
It is not by chance, in addition to traditional competition, physical stores have gained another obstacle in their path: e-commerces. With this in mind, it is essential to invest in the quality of the point of sale to ensure that your business records positive numbers at the end of each month.
Change in consumer behavior
Another factor that has started to demand even more quality and efficiency from POSs is the change in current consumer behavior.
Today, the customer demands a more personalized service that meets their wishes. Any difference in relation to your expectations is a justification for stopping shopping at your store and looking for competition, for example.
Thus, it is essential analyze and monitor behavior of your target audience and persona constantly to ensure that your point of sale is in line with the expectations of those who will buy your products.
With that in mind, before opening your POS, make an in-depth analysis of your customer’s profile to be sure that your business will prosper.
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How important is location?
The first point that must be taken into account to ensure the success of your physical store is the location. The location to set up your establishment is decisive for the numbers that the point of sale will register. There is no point in offering a different price and a quality service if customers do not attend your POS. Know more!
Public profile alignment
Ensure that the location chosen to set up your point of sale is in line with the profile of your target audience. In other words, what is the neighborhood with the highest concentration of consumers in your company? What are the places most frequented by your customers? These are some points that need to be taken into account.
Besides them, what is the average income of the population in the neighborhood where you plan to set up your point of sale? Do you agree with your audience’s motivations, for example? A location where the per capita income is below the average of its consumers may indicate a more difficult place for your store to prosper.
Another factor to consider is the style of your store. Are purchases made on an impulse basis? If so, a busier street in the city may be the solution. If sales are for more specialized products or services, which will require further analysis by the customer, the best option is the more calm ways.
A very common mistake when setting up a point of sale is to choose a mall just for the movement that is usually bigger, but without taking other factors into account. It is necessary to analyze the frequenting public, detail which are the other stores in the place and their consumers, as well as the rules of the establishment’s administration.
Analysis of internal and external factors
In order to finalize the decision process of the location of your commercial establishment, it can be a differential to perform, for example, a SWOT analysis.
Highlight the positives and negatives of a particular location. What are the strengths, weaknesses, opportunities and threats at that location? This way, you can make a more accurate and secure decision.
Setting up your point of sale starts with choosing the ideal location that fits your brand’s consumer profile. Furthermore, as with any business, all choices must be based on a detailed analysis and much study, as one wrong decision is enough to hurt your entire business.
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What to do to increase sales at your POS?
For those who manage a physical store, it is important to understand that the profile of consumer 4.0 requires much more than the quality or price of the products and services offered. It is not enough to be the best – it is necessary to show that you are, in fact, the best option for the person to make the purchase in your establishment and not look for the competition.
With so many options, consumers have become more demanding and, therefore, it is essential to seek all ways to meet your wishes and demands.
Below, we have listed 6 merchandising tips to follow so you can increase sales at your point of sale. Follow!
1. Good looking store
Judging before you know something is not a good thing. However, when we talk about commerce, we must be aware that this is a natural behavior of consumers.
Make sure your point of sale is presentable to serve your customers in the best possible way. Think from the facade of your establishment to the layout of products and the lighting of the place.
Take into account the behavior and profile of your consumer to ensure that he feels comfortable and is only concerned with the purchase decision.
2. Products in good condition
Let’s say you really want to buy a particular shoe. For that, you go to the store and find a pair of your size. When you notice that the product is not in a good state of repair, with any problem or breakdown, you will think twice before finalizing the purchase, right?
With that in mind, make sure your products are in the best possible condition. One tactic is to put yourself in your customer’s shoes. How much would you pay for a shoe or shirt? Ensure that the consumer experience is satisfactory with your brand and, thus, increase your chances of selling.
3. Employee training
The quality of the employees at your point of sale is another determining factor in the consumer’s purchase decision process. After all, poor customer service can cause the customer to complete the transaction, but think a few times before returning to your establishment. Often, what is missing is the feeling of ownership in their employees.
Thus, investing in the training of professionals is a differentiator for them to understand the importance of their work. Besides that, feel more valued and motivated to perform their duties with greater dedication and productivity.
4. Hot points
The entire user experience at your point of sale must be thought out. As we said, even lighting matters when the goal is to convince someone to buy at your store. In any store, there are more prominent places, also known as hot points and it is important to know how to use them in your favor.
That is why, choose aisles that are required to pass or shelves at eye level, for example, to place items with less output. This will stimulate sales of a product that does not usually perform well at your POS.
5. Use technology
Technology is a mandatory aid for every shopkeeper who seeks the success of his business establishment. Look for the best tools available on the market (CRM software, for example) to ensure that your strategies and actions are, in fact, effective and generate positive results for the point of sale.
Make a constant analysis of customer data and behavior, identify which products come out more or less, days of the week when the movement is lowest and, therefore, set up a plan to solve these problems. By understanding your consumer, you will be able to offer them the best experience possible.
It was evident, therefore, that setting up your point of sale is not a simple and it is important to pay attention to all the factors involved in this process. From the location and monitoring of consumer behavior to the training of your employees, all of these points impact the success of your business.
Now that you understand what to do to ensure that your point of sale is a sales success, find out now which are the best sales channels for you to invest!