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Point of Sale: Definition and importance of the POS

Point of sale, also abbreviated to "PoS", refers to the place of sale or purchase, depending on whether the term is used from the supplier's or the consumer's point of view. Roughly speaking, the point of sale refers to a shopping centre or a shop as such, but in more detail, the PoS can also mean an internal location, e.g. the place where goods are offered (shelf, showcase) or the checkout where the sale of goods is handled directly. Basically, the point of sale refers to all places where customers have direct contact with the goods. They are therefore also of particular importance in marketing and should be geared towards arousing interest in the prospective customer and forcing purchases. The point of sale functions as an interface between supplier and consumer.

The point of sale in marketing Today, it is no longer sufficient to simply place goods on the shelf. The design of the point of sale is becoming all the more important in order to attract attention in today's oversupply of goods and to present one's own products effectively. So-called PoS marketing encompasses all measures that contribute to attracting interested parties to the point of sale and to targeted sales promotion there. This can involve the external appearance of a building and well-placed advertising outside or in shop windows, as well as the installation of display cabinets and showcases indoors and outdoors or the framing of advertising posters and billboards in appropriate poster frames and poster systems.

The point of sale is now directly involved in a company's marketing and plays an important role in encouraging buyers to make a purchase and increasing the number of impulse purchases. Today, there are many scientific findings that provide information on how exactly the point of sale should be designed in order to arouse interest in the consumer and bring products into focus. With today's high competitive pressure and the large range of goods, the point of sale is becoming more and more important as a marketing object.