METTLER TOLEDO
 

Visual Merchandising at the Point-of-Sales (PoS) - Scale Displays within the In-Store Marketing Mix

70% of buying decisions are made in the store. 40% of all purchases are spontaneous. [GfK Study 2009]

Enhancing the shopping experience - boosting sales. High-end PC-based UC3/UC-scales with large customer display open numerous opportunities for the retail trade to interactively position promotions there, where most purchase decisions are made - at the PoS. 
Or to be more specific, at the service counter of the fresh department - almost the only place in the store where there is the opportunity of personal interaction between customers and sales staff. 

The UC3/UC scales with 12" customer display are real eye-catchers and an important communication, promotion and information tool within the entire In-Store Marketing Mix next to digitale signage, in store TV or radio, events, posters on shopping carts, shelves and floor just to name a few.

Content possibilities for UC3/UC scales:

- Emotional Images
- Multimedia Slide-Shows
- Promotions & Advertising
- Interactive Cross Selling
- General customer information e.g. events
- Recepies
- Flash-Videos
- Promoting the Retail Brand 
- Couponing
- ...

 Visual Merchandising at the Point-of-Sales (PoS) - Scale Displays within the In-Store Marketing Mix
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Creating Positive Emotions through high quality Slide Shows

The shopper's emotions play an important role during the store visit. Research showed that customers experiencing positive emotions while shopping:

  • spend more money

  • stay longer in the store

  • are more open to promotions

  • interact more with the sales personnel

  • are more positiv about the store
Visual Merchandising at the Point-of-Sales (PoS) - Scale Displays within the In-Store Marketing Mix

Positive Emotions mean more impulse buying and thus more sales. One mean of influencing customers' emotions are elements of store design. PC-based UC3/UC scales displaying high quality content to customers can support this.

Interactive Cross Selling - Boosting Sales

Cross Selling is a marketing term for the practice of suggesting related products or services to a customer who is considering buying something.

The scales' customer displays can also be used for cross-selling offers. These could either be saved statically, for example in order to accompany topical promotional activities, or they could be dynamic: as soon as the counter staff keys in the PLU code or the first letters of a product, an appropriate marketing offer appears on the customer side of the display, e. g. recommending a Pinot Noir which goes particularly well with the fillet of beef the customer has bought. Experience shows that the customer does not perceive this kind of dynamic cross-selling as blatant advertising – but sees it as a helpful suggestion.

Value for Retailers:

  • Influence on the purchase decision directly at the PoS

  • Increased sales (e.g. cross selling, promotions)

  • Cost effective though very effective promotion

  • Promotion of the brand / image

  • Stronger customer relations through positive emotions

  • Shopping Experience creates customer loyalty

Visual Merchandising at the Point-of-Sales (PoS) - Scale Displays within the In-Store Marketing Mix
Do you need further information?