Cashier handing the customer her purchased items packed in white paper bagOctober 31st is just around the corner, and wherever you go, you’re most likely to find shops filled with Halloween-related items for sale. If you see these displays at, beside, or near the cash register or checkout counter, we call this a point of sale display. The purpose of this creatively crafted marketing strategy is to entice people to grab a few extra items while they’re waiting to pay for their purchases.

If you’re a service provider, you can put serious thought on utilising point-of-sale displays for your branding strategy. Here’s why:

It plays on the grab-and-go mentality.

Point-of-sale or point-of-purchase displays give customers something to fix their eyes on while at the counter and plays on their impulsiveness to buy smaller items. Since they already have little time, the decision-making process is shorter than when thinking of buying big-ticket items. This is also why the items on display are usually bottles of soda, candy, batteries, toothbrushes and other everyday essentials.

It gets the message across.

Placed in colourful and eye-catching display booths, the items are near the counter or cash register. Power wings or sidekick displays, retail signages, brochure holders, and display bins are just some of the marketing materials that you can set up near the point of purchase. You can print all of these and customise them to show brand and company colours, logos, and slogans. You can make them from inexpensive materials such as cardboard or plastic. The former is more affordable and is also eco-friendly. More importantly, they're meant to take up very little space in the actual store or establishment.

One of the biggest advantages of custom cardboard point of displays is that promotes brand recall. Given the foot traffic in convenient stores, groceries and drug stores, thousands of people will see your brand and your product on any given day. This is a great strategy for brands and companies who are still introducing themselves to the market or their target audience.