Point of sale
The term point of sale ( English: Point of Sale , abbreviation: PoS ) describes the place where the sale is made. For the buyer ( consumer ) it is the point of purchase ( English : PoP), i.e. the place where the purchase is made.
In the broadest sense, a point of sale is the building or shopping center in which a shop is located. A visible design of the building, the facade and the outdoor advertising (lettering, illuminated advertising) is important in order to achieve a long-distance effect and to address potential customers from afar. In the narrower sense, the point of sale is the shop itself. In terms of design , an inviting entrance design, shop window design, color and lighting design are important. With the presentation of the goods in the shop window or at a contact point (in the shop, on the shelf), the supplier wants to trigger positive emotions in the buyer and arouse the intention to buy this product. The cash register should not be visible from the entrance area in order not to remind the customer that he has to pay for his purchase (positive feeling) (negative feeling).
The design of self-service shops has the task of directing the customer to the rear of the business area so that the entire area is optimally used. The lighting design is important for this: the brightness of the interior lighting must increase from the entrance to the rearmost area. The shelves are placed according to special plans that take account of the logic of the run. Insights into the gaze behavior of consumers are the basis of these plans, for example the right corner behind the entrance door is considered to be very weak and all areas that the customer has in mind are considered to be strong. Many additional shelves are apparently "in the way" - they attract attention and lead to increased sales of the goods presented.
The level design relates to three levels of shelf height. The first (= lowest) level is used for direct sales. It is further subdivided into the optimal sales area, which is at the reach and eye level of the consumer, as well as the stoop and stretch area, which are weaker in themselves. Goods whose sale is to be promoted must be placed at eye level. The top “third level” is used to orient customers and contains signs and symbols on the goods offered below. These are huge advertising media ( inflated giants) that are inflated with air , for example a huge banana for the fruit department or an oversized stuffed animal for the toy department.
The aim of the PoS (seller's point of view) or PoP (buyer's point of view) is to encourage spontaneous purchases in the last minute before paying at the checkout. Goods are also placed in front of the cash register (secondary placement) and not at the regular location. The customer decides on the purchase of a product and a pleasant, attractive display of the goods is necessary. The points of sale are equipped with displays , “shelf stoppers”, window stickers , demo and tasting stands , action boards, arrows, “rotairs” (moving posters that hang on a string from the ceiling and turn around their own axis), baskets, towers , Floor adhesives, goods feed systems equipped and supported. Background music (instrumental pieces) and “scenting” just above the prevailing noise level have a supporting effect. Likewise, “feel-good climate” such as temperature and appropriate humidity are used to encourage willingness to buy.
In addition to these basic design elements, a positive atmosphere is increasingly being generated when shopping to suggest a feeling of experience when shopping. This development is particularly necessary in wholesaling and retailing in order to maintain a competitive advantage. The frequently used elements of psychological stimulation include the scenting , the color design and the music at the PoS.
The consumer arrives at the point of sale in a trading company and receives a dealer Image presented. The short form PoS stands for “Point of Sale” as well as for “Point of Service”, although the distinction between the two can sometimes be blurred.
Electronic point of sale
The Electronic Point of Sale (EPOS) is a further development of the PoS . This is a retail system that scans the barcode of the product sold at the checkout . The sale is then immediately compared with the warehouse via a computer system . The individual product marked as sold is removed from the inventory and the inventory is automatically corrected.
- Bernhard Walter Panek: Synergetic Marketing II: Advertising and advertising material . Facultas University Press, Vienna. Vienna 2003, ISBN 978-3-7089-0158-9 .
- Bernhard Walter Panek: Human sensory perception and its application in media and advertising . Facultas University Press, Vienna. Vienna 2003. ISBN 978-3-7089-0159-6
- Presentation of goods (issue 3, page 7) Study collection of Prisma AG (PDF). Retrieved March 5, 2015.
- Journal of Business and Media Psychology "Brighter, bigger, more colorful ... !?" The influence of design aspects of illuminated advertising on the visual attention and memory performance of consumers
- From the point of sale to the point of experience. Retrieved March 5, 2015
- Design of PoS measures. Retrieved March 5, 2015
- Psychological influences at the POS. Thesis submitted on August 1, 2007. Accessed March 5, 2015