How to have an attractive point of sale with good product communication
Image is everything, especially in these times. For this reason, it’s no longer enough to just offer good products: you have to explain why they’re good. A context in which signage and the point of sale become more important than ever.
If it’s not communicated it doesn’t exist. And, indeed, society today is going through an era marked by communication through a multitude of channels. Not being aware of this is, in part, condemning your business to failure. That’s why it should be borne in mind that you need to not only offer a good product – which you do – but also take the maximum of care of everything surrounding it.
For example, at the point of sale. The fact is that if you have a business such as a cafeteria or bakery, you should know that this place is crucial to completing the sale process. A good way to do this is to put up posters that provide information and displays that attract attention and which are in line with your brand’s values.
It’s true: frozen pre-baked bread is a sure route to profit for your establishment thanks to its excellent quality, which is preserved in the freezing process, but you also have to generate a narrative around the product so that it reaches the consumer better. And, on this journey, everything counts.
For example, Sarracena Loaf made with pH 4.8 Sourdough is special, precisely because it’s made with 13% natural sourdough from cultivation that lends it flavour, greater durability and greater digestibility. And the fact is that pre-baked bread made with a 100% natural sourdough provides a characteristic and inimitable flavour that should be disseminated and shared.
How, then, to tell its story? Firstly, with an identifying sign that can be placed in the display case with text saying, for example: “Sarracena Loaf made with Sourdough,” and its price. The same is true when the place is not a cafeteria but rather a supermarket. In this case, it may be convenient to use a rather larger ‘stopper’ (a small identifying sign with the name of the product and its main characteristics) to place on the shelf where you can include indicate with a simple icon that it was made in a stone oven.
But it doesn’t end here, since there are more formats to make the point of sale an attractive and informative place. For example, by using a ‘Table Tent’, you can combine the product you want to offer with a drink to increase sales. Perhaps in this case, instead of a loaf, it may be convenient to highlight a pastry product and a drink to generate an irresistible breakfast or lunch. For example, a Caramel and Butter Pain au Chocolat, made with 29% traditional butter at the dough and with a real
caramel cream filling with a subtle savoury note (24% filling), may be the perfect match for a delicious and frothy coffee.
This is on top of the A3 poster, which can be placed inside the point of sale or the window to encourage customers to purchase with a simple glance. In this case, the photo must be equally suggestive, and the most relevant information for the consumer and its price must also be chosen.
Finally, a display that can be left in a prominent or visible area for the customer is also an option that may well succeed. If, moreover, the products that are placed here are repalced as they are sold with new foods from the oven, the aroma will also help make them a very tasty option for the customer.
Let’s not forget the option of offering a product to sample: it costs very little and it’s an investment and a way for your customers to discover a product and decide whether to buy it. Who doesn’t want to try something so delicious? That small detail may help your customer to decide to buy the product, taste it, and share it with family or friends.
And finally, it’s very important that the customer-facing staff know the details of each product, since more and more consumers are no longer embarrassed about asking about a product and for another, and the opinion of the person serving them is always helpful, generating trust. Don’t forget that rule number one says that the main aim of any business is to satisfy its clientele and with top quality products it’s easy as pie.
And the fact is that if the product is good and tasty, the information accompanying it must also be of the same standard.
