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A complete and adaptable point of sale marketing strategy is essential to create the spirit of a brand and reaffirm its value. The objective is to immerse the consumer (“shopper”) in a unique environment and offer a unique “consumer experience”.

Currently, consumers shop passing from one channel to another: indentifying a product on a sales site and then get information via forums on their mobile and finally making their purchase in a shop- this could be a typical route to purchase. However highly “connected”, consumers still make purchases in physical shops since these provide the all the essentials for the transaction. This leads to brands constantly innovating in terms of marketing at the point of sale in order to boost the attractiveness and increase the added value of the retail shops.
An appealing design, practical layout, quality client relations, featured product promotion, interactivity reinforced by new technology…are among the many challenges to be taken up by the professionals.