What is retail point of sale signage?

When your customer arrives at the till, they’re usually primed and ready to spend. Retail point of sale (POS) signage creates the perfect opportunity to capture their attention and perhaps add an extra item to their basket.

Good point of sale signage is designed to boost sales through last-minute purchases. Positioned strategically at your checkouts, POS signage can showcase your special offers, highlight complementary products or promote limited-time deals.

Whether it’s a display promoting travel-sized items, seasonal products or impulse buys like confectionery and magazines, effective POS signage works by catching the customer’s eye at precisely the right moment. This blog explains how to create compelling point of sale signage that drives conversions and maximises your retail space. 

Different types of point of sale signage

POS signage can appear in several different formats. The one you choose will depend on the outcome you’re after: 

Shelf talkers

Shelf talkers are small signs attached to the shelf itself. They give customers bitesize chunks of information about a specific product. They might highlight a particular benefit of the product, remind you of where you might have seen it featured before or draw your attention to a special offer. Because they’re at eye level, shelf talkers are great for visibility and catching attention at a glance. The short chunks of information mean the customer is more likely to act on impulse and add the item to their basket. 

Counter displays

Signage placed at the checkout counter itself might draw attention to a quick add-on item, or something the buyer might like to treat themselves to. It works really well for low-cost items like snacks and small accessories or add-ons.

Because the transaction is already in full swing when they get to the sign, they’re forced to make a fast decision. This can work well on low-cost items that the buyer is already familiar with and take little to no persuasion to throw into their basket. 

Hanging signs

Hanging signs can draw attention from a distance, making them useful in guiding the buyer’s decisions.

They can be particularly handy for highlighting promotions or new products, or for seasonal messaging that changes throughout the year.

They help draw your customers’ eyes to a product before they even reach the shelf, helping to build visibility and guide them to particular offers and areas.

Digital screens keep messaging fresh

Digital screens play a unique role in retail signage, as they draw the eye with movement and update in real time. They can be used to rotate through multiple screens with a suite of offers and promotions, and can engage shoppers through animation and interactive elements.

Strategic placement of POS signage

Signage needs to come with strategy. Positioning matters.

Point of sale signage works because customers are already ready to spend. The fact that time is limited works in your favour by encouraging impulse purchases, but the decision needs to be easy.

Signs should be highly visible and not obscured, but too many will create overwhelm, so select your best deals carefully. Place the signs close to the objects so there’s no friction between seeing the offer and picking up the product. Monitor which locations get the most attention or drive the highest conversions, and reposition your signage accordingly.

Design principles for effective POS signage

POS signage needs to be eye-catching and easy to access. Use these design principles for effective POS shop signage:

Keep your messages short, bold and easy to read.

Use contrast, colour and imagery to draw attention.

Include clear calls-to-action: ‘Buy now’, and ‘Limited time offer’.

Align your signs with your brand identity for consistency and trust.
Highlight the benefits. Show why the customer should care.

Change your messages regularly to keep offers relevant and maintain customer interest.

Practical considerations

Combining digital and printed POS signage can allow you to create eye-catching promotional materials which can be regularly adapted and updated in a fast-changing retail environment.

Strategic placement, strong design, and clear messaging and make point of sale signage a powerful tool for maximising sales. Your signage should be clearly accessible to all your customers and clearly communicate your offers without ambiguity. If an offer changes, your POS will need to be changed, too, so you also need to make sure that it’s easy to switch out when necessary.

Also, use durable materials will be necessary in high traffic areas such as till points which are regularly brushed by passing customers.

That’s where we come in. At PB Signs, we’ll help you create retail POS signage that works as hard as you do, attracting customers, building trust and driving sales every single day. Get in touch to learn how.