Bargain bucket or lucky dip?

Bargain bucket or lucky dip?

Bargain bucket or lucky dip?

As a retailer you're always looking to stay ahead of the game in the price war by finding ways to attract those all important new customers and to retain your beloved existing customer base. As a result, new marketing techniques, products and display materials can become your best friends or your worst enemies.

Point of Sale (POS) advertising is seriously lucrative and you'll notice that every high street store does it in one form or another, from chewing gum, chocolate bars and cut price DVDs in the large supermarket chains, to belts, socks, tights and clothes de-fuzzers in clothing stores. There's no escaping the constant temptation of our consumerist society and to be honest the little things you'll be roped into buying at the till aren't going to break the bank.

Quite often the POS merchandise is a great way to help you pass the time in a long queue and there's a delicate balance between that long queue tempting you to buy something you don't need to deciding to buy it, then thinking about it for a few minutes and then putting it back shop managers have to be careful that they don't alienate shoppers by skimping on cashiers and causing lengthy queues.

Good old fashioned POS included the bargain bucket and the lucky dip, essentially the same principle with a different name and these were a great way to tempt people to buy small, low value products or to clear end of line stock and make space for new. These techniques might be old but done right they can still generate great revenue, after all if 500 customers buy a pair of socks for 2.99 at the till of a high street clothing or department store, that store will make a tidy 1,495.

Seasonal products are also popular POS items, with gadgets and gifts for Father's Day, Mother's Day, Christmas and Easter as well as the heavily marketed and commercialised Valentine's Day. These are items that we probably wouldn't even think of buying but as we are presented with them at the point of sale and if we are done so in an attractive and appealing way, we just can't resist.

Stores have become savvy when it comes to using snap frames, A boards and pavement signs as ways of luring customers in from the streets and directing them around the store to the new' or latest' products and the best deals'. Using signage in this way is simple but astonishingly effective at generating revenue so next time you go shopping, look out for the ways in which you're directed. We may think we're browsing and doing our own thing but we are puppets on a string.

There are a range of products you can buy to promote services such as pavement signs as well as leaflet holders which can both be found online.

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