Imagine that a customer walks into your store, browsing casually, and then they suddenly stop dead in their tracks. Their eyes light up at a captivating display, one that tempts them with a refreshing summer drink and stirs their interest in a new product. Suddenly, they’re no longer just browsing – they’re engaged, curious, and ready to learn more. This is the power of a well-executed in-store point-of-sales (POS) activation, and Smirnoff’s recent campaign in Toronto is a masterclass in how to do it right.
So, how can you leverage similar tactics to skyrocket sales in your own store? Let’s explore these key strategies employed by Smirnoff’s in-store POS activation that you can easily adapt to your business:
1. Capitalise on Seasonal Trends and Preferences
Consumers are highly influenced by seasonal moods and preferences. Smirnoff cleverly tapped into the excitement of summer with their “We Do We” campaign, prominently featuring their Smirnoff Ice Pink Lemonade RTDs – a perfect summer refreshment.
By aligning your POS displays with seasonal trends, you can strategically position products that meet current consumer preferences. Think about upcoming holidays, changing weather patterns, or even popular cultural events – all these factors can influence what customers are looking for.
2. Interactive Experiences Create Lasting Impressions
Interactive experiences leave a more significant impression than passive displays. Smirnoff’s in-store activation wasn’t the usual static displays. They offered a free, non-alcoholic slushie station, creating a delightful surprise for customers and prompting them to interact with the brand.
Consider incorporating elements like product samplings, live demonstrations, or even contests or games into your POS activation. This not only entices customers to try new products but also promotes a positive association with your brand.
3. Eye-Catching Displays are Silent Salespeople
In a busy retail environment, it’s crucial to grab a customer’s attention in a split second. Smirnoff achieved this with their colourful and visually appealing displays. Invest in creating POS displays that are visually arresting and clearly showcase your products.
Use bright colours, high-quality images, and clear signage to make your products stand out from the crowd. Strategically place your displays in high-traffic areas to ensure maximum visibility. Remember, your POS display is a silent salesperson, so make sure it’s working hard to capture attention and generate interest.
4. Targeted Messaging for Maximum Impact
Smirnoff didn’t just showcase their products; they used targeted messaging to connect with their audience. Their tagline, “Pride in every flavour,” appeals to the LGBTQ+ community, the campaign’s target audience.
Craft messaging for your POS displays that speak directly to your ideal customer and highlight the unique benefits your products offer. Consider incorporating customer testimonials, highlighting product awards, or showcasing the product’s unique features. By using targeted messaging, you can ensure your POS display effectively communicates the value proposition of your products to the right audience.
In The End
By implementing these 3 strategies – capitalising on seasonal trends, creating interactive experiences, crafting eye-catching displays, and using targeted messaging – you can leverage the power of in-store POS activations to significantly boost sales in your own business.
Ready to take your in-store marketing to the next level?
Here, at UCT (Asia), we’re constantly on the lookout for captivating POS display ideas to help you attract customers and grow your brand. We work with the best product designers in the whole of Asia and can help in the planning and designing of your new marketing and promotional campaign. Contact us today to skyrocket your sales!
