In a changing retail market, brands need to stay on top of current social and technological trends to not go the way of the video retailer and the horse and buggy shop. This process of research and revision needs to be applied to every aspect of the business, including the humble cash register. What seems to be a staple of business might not be as up to date as using modern in-store displays. From the corner hot-dog vender to international brands like Apple, businesses are abandoning the plain, unremarkable cash register and moving to using mobile point of purchase displays. These are one of the recent trends in retail displays, and implementing these strategies can help your brand increase sales.
WILLPOWER, DECISION FATIGUE AND IMPULSE SHOPPING
According to recent cognitive science, humans only have a certain amount of willpower that is depleted throughout the day. Your choice of breakfast, outfit combination, decisions about which work tasks to pursue first, all of these choices start to drain your limited amount of self-control. This can lead to difficulties later in the day, including making sub-optimal choices at the grocery store or gas station. Normally you would be able to resist that candy and stick to your diet, but after a stressful day it is easy to succumb to the temptation. Businesses have designed all sorts of tricks to take advantage of these weaknesses, and boost their profit through increased sales. The logic is simple. The more tempting of a choice presented to a tired consumer, the more likely they are to take the bait and spend more money. Businesses can optimize their sales through a simple change in their display and presentation around the point of sale.
IMPULSE BUYING IN ACTION
Perhaps the most obvious example of a point of purchase display can be seen in the grocery store. When approaching the cash register, the customer is exposed to a variety of small, inexpensive items, designed to tempt you into making a last-minute purchase. Candy bars, packs of gum, lighters, and cold beverages are the most popular items to put in this point of purchase display. After making all of your selections throughout the store, your willpower is drained, and it is more easy to succumb to these tempting trinkets. Once you are aware of this technique, it is impossible not to notice it popping up in many contexts. A shoe store will implement this idea, putting socks, shoe cleaners and other accessories next to the register. The customer has already picked up an expensive pair of shoes, so this is a comparatively easy upsell. This strategy is effective in nearly all retail locations, and businesses would be wise to plan ahead.