What is PLV and why is it important?
PLV (Place of Sale Advertising) encompasses all the visual communication elements present at the point of sale that influence the consumer's purchasing decision. According to various marketing studies, up to 70% of purchasing decisions are made at the point of sale itself, which makes POS an absolutely essential marketing tool.
Effective POS fulfills three main functions:
1. Attracts the consumer's attention to a product or area of the store
2. Informs about features, benefits and promotions
3. Drive purchase through persuasive messages and attractive visuals
Most effective types of POS
There are multiple POS formats, each with its advantages:
Desktop displays: Ideal for counters, cash registers and impulse points. Compact but very visible format.
Floor displays: Totems, product islands and self-service displays that are placed in corridors or strategic areas. They attract attention due to their size.
Gondola heads: The ends of the shelves are the most viewed points in the store. The POS in the header multiplies the visibility of the product.
Linear Stoppers: Perpendicular to the linear, they protrude from the shelf to attract attention in the aisle.
Floor vinyl: Graphic elements on the floor that guide the consumer towards a product or promotional area.
Hanging banners: Elements suspended from the ceiling that are visible from any point in the store.
Creative POS ideas that work
These are some POS ideas that we have produced with excellent results for our clients:
Interactive display: A display with a touch screen that allows the customer to explore the features of the product and watch videos of use. Sales increase: +35%.
Totem with dispenser: Floor display that combines visual communication with product dispensing. The customer takes the product directly from the display, facilitating impulse purchases.
Experiential island: A space within the store that recreates an environment where the product makes sense. For example, an island with beach decoration for summer products.
POS with augmented reality: A display with a QR code that, when scanned, shows expanded information, videos or augmented reality experiences.
Sustainable display: POS made with recycled and recyclable materials that communicates the brand's environmental commitment.
Keys to an effective POS
For your POS to be truly effective, keep these principles in mind:
1. Less is more: A clear and direct message works better than an overload of information.
2. Brand coherence: The POS must be an extension of the brand identity, with the same colors, fonts and tone.
3. Production quality: Cheap materials are noticeable and damage brand perception. Invest in quality.
4. Strategic location: The best display in the world does not work in a bad location. Negotiate the best spaces in store.
5. Frequent rotation: POS loses effectiveness over time. Renew campaigns regularly.
6. Measurement of results: Compare sales before and after installing the POS to measure its real impact.