Visual Marketing at the Retail Shelf
How to Design Effective In Store Point of Sale with SellCheck.com
In-Store Point of Sale, or as the food industry calls it, POS, are all marketing efforts at the store level to get the shopper to stop, look at a brand and hopefully buy it. It is part of the larger movement called Shopper Marketing, and that is striving to understand how we shop, why we shop, when we shop and where we shop.
Point of Sale Displays, which are part of the larger arena of Visual Marketing, are peppered throughout the supermarket such as end displays, free standing corrugated shippers and the like.
POS also includes all of the signs, called shelf talkers, that grab your attention for items on sale, like Buy one - Get One of 10 for $10. Digital electronic signs are creeping into the aisles and may replace printed point of sale in the not too distant future.
The 4C's are Tried and True
I learned the Four C's, the critical factors in selling more merchandise at a retail supermarket or specialty store:
- Command Attention
- Connect with the shopper
- Convey information
- Close the Sale
I will cover these in more detail later in the article.
Retail Brands Have One Second to Grab Consumers Attention
I interviewed Richard Butwinick, Founder of Sellcheck.com. He has created a most innovative business that evaluates the effectiveness of In-Store Point of Sale (POS). Your retail promotional strategy needs to address this statistic as you have about just 1 second to grab the consumer's attention.
POS (that is the industry abbreviation for Point of Sale) is critical to getting the consumers attention in a most busy and overcrowded environment.
I like to refer to the Pretzel Crisp Brand In-Store Promotional Plans … their focus is being Big, Colorful and Simple for shelf talkers, your food packaging design, and in-store shipper displays.
Richard explained to me that "We simply connected the dots. Brands were spending time and money for inconsistent POS results, retailers were at risk when committing space, and we had a proven process to improve results for both."
Sell Check was designed to help marketers create and evaluate their shopper communications. It helps brands get to the good stuff faster and less expensive. We wanted to develop something that was authoritative and rooted in metrics and available to anyone inexpensively.
Measuring and Increasing Promotional Lift
Does Sellcheck work? According to Richard, they apply their 4 C's principles so "Brands can expect substantial promotional lift that gives a 40:1 return on investment". Promotional Lift is best described in the book Marketing Metrics: The Definitive Guide to Measuring Marketing Performance as " the incremental sales generated by specific marketing activities over baseline sales." This baseline typically has other influences, such as seasonality or competitive promotions removed to determine the effectiveness of your promotion.
What are The Four C's
Individually, each of the 4C's represents a cognitive step the shopper experiences when engaged with point of sales materials. It starts with becoming Aware of a product or offer to choosing to buy. You can think of it as a mental path-to-purchase that occurs at the point of sale.
Here is How SellCheck Improves Your POS Materials Using The 4 C's
Command Attention - A piece that is not noticed will never be effective!
The first step in the 4C process is to ensure your POS is noticeable in the retail or online environment.
Connect with the shopper -- Once your materials command the shopper's attention, you must ensure the shopper recognizes what it stands for, but you don't have much time - usually 1 second or less. If your POS doesn't register as recognizable and relevant, the shopper moves on without a second thought. Maybe that is why you are not generating sales that get your products off of the retail shelf?
Convey information - Now that the customer has STOPPED at the shelf and evaluating your food product, how effectively you can convey a clear, compelling message to the shopper gets them from considering to closer to buying your product!
Close the Sale -- You've Commanded the shopper's attention, Connected with her, and Conveyed initial information.
Now, what does the piece have to do to Close the sale and get the product into the basket? This is where SellCheck creates superb value in recommending effective materials that get your product off the shelf and into the shopping cart.
Ineffective materials are proven to prevent closing a sale… so could this be why you are not generating sales that get your products off of the retail shelf?
4C's was meant to be a foundational language. The Path to Purchase Institute adopted the 4C's as their criteria for the Design contest. It also adds science and academics to shopper behavior and POS design.
Shoppers deselect before they select, cues tell us how to convey a message and how to close. They also offer ways how to optimize the POS design.
Using the 4 C's in Your Retail Promotional Strategy
One way is contacting Sellcheck to see what they can do for you. "Oh that is too expensive, " you say. Wel, it is more expensive to spend $5000 on ineffective shelf talkers and shipper displays. Don't think that number is correct? Get some quotes and see.
It is too expensive to launch your new product with a food broker that will charge you $1250 a month retainer for six months to travel around and make retail buyer presentations. Oh… you did not know brokers charge a retainer in the beginning?