Article

Did you know that? One in three people become aware of new brands at the point of sale (PoS) by browsing - and may make a spontaneous purchase (IDH Consumer Report 2023). The importance of effective merchandising at the PoS cannot be overestimated! Many brand companies have already understood this: In Austria alone, they spent around 343 million euros on PoS marketing in 2023 (Austrian advertising market study).

But are these millions being used efficiently? Are they reaching people? After all, two different problems come together at the PoS:

• The problem for brands: Producing PoS materials is expensive and involves a large investment risk. An accurate sales forecast is not only a strategic necessity for companies, but also a decisive success factor for product launches.
• The problem for consumers: the enormous range of products on offer and the sensory overload at the PoS make it difficult to make the (subjectively) right choice. They need more orientation.

This makes the PoS a battleground for brands, especially if they offer low-involvement products: They are fighting for the coveted 60 seconds in which people decide to make a purchase. Studies show that an astonishing 70% of all purchases are made spontaneously.

What could a solution look like for both sides? Current neuroresearch provides interesting approaches. Our conclusion, in a nutshell: When brands focus on consistency in their PoS communication, both sides benefit - brands sell successfully at the PoS and shoppers are supported in their choices.

This article is about how this works. To do so, we will delve into the exciting field of consumer neuroscience.