The marketing strategies for points of sale are focused on providing greater income to your business and the so called “moment of truth” when the consumer has the product right in front of them.
These strategies play an important role on the final step or last phase of the cycle before converting into another phase that continues with the sales process. Since the beginning of Internet and Social Networks the “moment of truth” in the sales cycle of a company can be at any moment.
POINTS OF SALE RETAIL MARKETING STRATEGIES: SELLING IS THE OBJECTIVE THAT ALL BUSINESSES ARE LOOKING FOR
Selling is the objective that all businesses are looking for To do this, 2 basic cycles need to be taken into account: the sales cycle and the purchase cycle.
The sales cycle refers to the company or business that wants to achieve sales and the purchase cycle is linked to the consumer. Both cycles overlap at some moment but it is important to differentiate them to understand the process and how you need to intervene in it and profit from your Sales Strategy.
The sales cycle in retail does not start when the client enters the sales point (it begins a lot earlier and this will be covered in other articles). When a consumer accesses a point of sale several factors need to be taken into account such as the point of sales circuit such as: the location of the product or family of products or how the brand, the essence of the product, and its online image, are portrayed.
SELL MORE IS THE OBJECTIVE OF ANY RETAIL MARKETING STRATEGY
The dynamisation of the point of sale channel focuses on maximizing and optimizing the physical presence of the product. It also centers on defining growth strategies in said channel and integrating with the rest of the channels (Digital, Commercial, Expansion and Internationalization) that have a synergistic effect on sales.
DEFINE THE CONSUMER CIRCUIT AND INTERACT WITH IT TRANSMITTING THE VALUES OF YOUR PRODUCT OR SERVICE
The first step for capturing the attention of the consumer and getting them to buy with a full basket, is to define at what point of the “consumer circuit” this is achieved, integrated with the famous 4 phrases: Attention, Investigation, Decision, Action (AIDA).
The second step consists in identifying the information channels that the consumer normally uses and the third transmitting the values and benefits that are obtained when linked to the brand through the same.
Internet and Social Networks make this cycle more complex. When the user has a need or is worried about something they can find out information for themselves and when they visit the store they know exactly what they want.
The communication options offered by the Global network to brands to interact with its consumers are infinite and for this reason it is really important that the company is in control when managing the information. Not only defining and delimiting the content of the messages that you wish to transmit but also adapting it to your target audience so that the message is more active.
PLAN STRATEGIC ACTIONS FOCUSED ON FIDELITY
Fidelity is another fundamental aspect that the retail marketing strategy should take into account. Planning communication actions that help you keep communication fluid, direct, and accurate is something that turns your clients into repeating clients. Admittedly for some, you have never had to put so much effort into it.
NEW TECHNOLOGIES HAVE TRANSFORMED THE POINTS OF SALE
Over the last few years, the point of sale has undergone a radical change due to the use of new technologies. All the top brands have identified the opportunity and have jumped into the arena to take advantage of new options available on the Internet and mobile devices.
An example of this is the high level of interaction with the client via e-mail, social networks, and other more sophisticated channels. There are brands that are already using virtual reality, artificial intelligence, or other new IOT technology, (Internet of Things) in their retail marketing strategies.
The points of sale come alive and interact with the user with the objective of generating a consumer experience, but this is not all. Said interaction offers very useful mechanisms to achieve data of great value about the client. This is information of great value that we can use to create databases and segment the market to adjust our offers to the profile of each consumer.
IN SEARCH FOR THE PERFECT BUYING EXPERIENCE, THE BRAND EXPERIENCE
Retail companies are more and more committed to transferring the values and benefits that their products provide. They understand that the brand has great strategic value and having a good purchasing experience before, during, and after is essential.
Brands are trying to create really innovative buying experiences whether in the retail channel itself or through Omni Channel strategies breaking barriers between what is real and what is digital, using all the communication channels possible and generating value synergies between them.
The objective is not to interact with their target audience (those that find it more and more difficult to attract attention because every day they are more demanding) on another level, to have more memorable experiences that in the end result in more sales.