For customers it seems that Christmas arrive earlier every year – but for retailers it is always an almost year round operation. And this is the time of year to plan your Christmas point of sale.
Retailers in particular need to use this time to turn back the tide to internet and discount shopping.
To start your planning, determine what you want your Christmas point of sale to achieve. Communicate clear messages about your stock, prices and offers, of course. But Christmas is a boom time for footfall and effective Christmas point of sale display will help you retain those customers and hopefully create long-term & valuable relationships.
From a practical point of view, it is likely that you’ll have lots more stock, a bigger range and faster turnover of products without any additional space. So you’ll need the Christmas point of sale to tell more messages in less space. Think of using smaller sign holders and ticket holders, shelf talkers and wobblers to make the most of available space. Ensure signs, posters and tickets are clear & professional looking.
Remember the customer journey begins outside your store so make sure all external space is used – from a traditional pavement signs to effective window displays and communications that are updated regularly throughout the season.
Christmas is the time for good will to all men & great cross-selling. Use your Christmas POS to upsell, cross-sell and highlight related products across the branch. Use display and promotion areas to maximise these sales activities. Christmas is about gifting so make gift options easy to see & create added income through gift packs and selections.
Effective Christmas Point of Sale
POS is for life, not just for Christmas. With so many cost-effective point of sale products, it will not break the marketing budget when ordering extra & they will last season after season so treat your store to the gift that keeps on giving. To be most effective, planning is essential.
- Even before the goods hit the store, have a clear idea of what product lines will be promoted and the messaging around them.
- Use a theme, colour or typography to link all your season stock and promotions. Work with your local printer to create some visually strong point of sale collateral.
- Plan your upsells and cross sells – how will POS achieve this?
- Plan gifting opportunities & the POS to support this.
- Plan longer term goals of customer retention – how will POS achieve this?
- How will POS link with online and social media activity?
Christmas Point of Sale is for life
As we said earlier for retailers Christmas is not just the busiest time of the year it should also be generated a disproportionate amount of the annual turnover. That’s not the same as profit and again POS can help foreground higher margin products and brands as well as create additional revenue streams with gifting opportunities etc.
More importantly retailers can use the massive increase in foot flow and spend to create long term customer relations. Use some of your available space to promote your brand, not just your product range. Create an environment that customers will want to return to throughout the year. Promote instore events and activities and use POS to promote loyalty programme and newsletter opps.