POS Advertising:
Strategies, Instruments & Best Practices at the Point of Sale

INTRODUCTION 

POS advertising is far more than just a poster on a shelf. It is a central tool to capture attention, influence purchasing decisions and intensify the brand experience directly at the point of sale. Unlike traditional advertising, POS advertising works right where customers stand, look and act. This guide outlines the goals, formats and strategies behind modern point-of-sale advertising – and shows how retailers can use it to boost store traffic, sales and brand loyalty.

1. What is POS Advertising?

POS advertising – short for point-of-sale advertising – refers to targeted communication measures placed directly at the sales location. Its goal is to attract attention, trigger impulse purchases and increase conversion where it matters most: at the shelf, at the checkout or within the app. It reaches customers at the precise moment they are ready to act.

POS advertising is a subset of POS marketing. To differentiate the terms more clearly:

POS Marketing – Strategic and Holistic

POS marketing includes all promotional activities at the point of sale – the location where customers interact with the product and make a purchase decision. This goes far beyond advertising and includes the entire shopping experience.
Typical elements of POS marketing:

• Store layout and retail architecture
• Product presentation and placement (e.g. secondary placements)
• Pricing and navigation systems
• Staff campaigns, consulting and promotions
• Atmosphere: scent, lighting, music
• Digital interactions (e.g. self-service terminals, touch kiosks)

The aim is to create an environment that offers orientation, stimulates impulse buying, supports up- and cross-selling, and enhances brand presence.

POS Advertising – Operational and Sales-Driven

POS advertising, on the other hand, is more narrowly defined. It focuses on visible, product-related communication within the store – the content that customers actually see and interpret.

• Posters, banners, displays, ceiling danglers
• Product videos, digital signage, promo clips
• Shelf talkers, wobblers
• QR codes or NFC tags linking to additional information

Unlike traditional advertising (e.g. TV or online banners), POS advertising is often perceived not as “advertising,” but as a helpful recommendation from the store. This makes it particularly credible and effective.

Its purpose: to facilitate the customer’s decision – quickly, visually, emotionally and without detours. POS advertising works where the decision is made.

2. Goals of Advertising at the Point of Sale

The goals of POS advertising are diverse – but always action-oriented. It’s not meant to merely inform or entertain; it’s meant to drive action where customers are most receptive.

Key objectives at a glance:

1. Generate attention
At the POS, countless visual stimuli compete for the customer’s attention. POS advertising helps highlight products with vibrant colors, motion content, animations or strategic placement.

2. Trigger impulse purchases
Around 70% of purchasing decisions are made spontaneously at the point of sale. POS advertising capitalizes on that moment – with price promotions, supplemental information or eye-catching displays.

3. Communicate product recommendations:
POS advertising acts like a digital advisor, especially for products that require explanation. It answers questions, resolves uncertainties and makes the decision easier. Touch steles or MicroApps are particularly effective here.

4. Strengthen brand loyalty:
POS advertising is a means of brand staging. Consistent design, matching tonality and digital brand worlds (e.g. via digital signage) emotionally reinforce the brand experience and increase brand recognition.

5. Offer orientation and service:
Digital forms of advertising at the POS also take on a functional role: they navigate through the range, show availability or offer advice - for example via KIra, the AI-based shopping assistant from Bütema.

3. POS Advertising Formats – Analog & Digital

POS advertising falls into two main categories: classic analog and modern digital. In practice, the two approaches work best when combined into a seamless customer experience.

Analog POS Advertising – Proven, Tangible, Emotional

• Posters & banners: Large-format visuals for promotions, seasonal themes or new product lines
• Displays & floor stands: Used on tables, in aisles or as secondary placements to boost visibility
• Ceiling danglers & wobblers: Suspended or moving elements that draw attention
• Couponing & promo counters: Advertising combined with added value (e.g. instant discount, free sample)

Digital POS Advertising – Flexible, Dynamic, Measurable

• Digital Signage Displays: Presentation of offers, videos, mood images - centrally controllable via content management systems.
• Interactive steles & terminals: Customers can search, compare, rate or reserve products directly.
• Lift & Learn technology: Content changes as soon as a product is lifted - ideal for articles that require explanation.
• QR codes and NFC tags: Link the stationary POS with online offers or further information.
• Time-controlled playout: Content changes automatically depending on the time of day, day of the week or store location.

The deliberate mix of analog and digital creates a consistent, inspiring and sales-driven communication strategy – from entry to checkout.

4. Strategies for Effective POS Advertising

POS advertising is only effective with the right strategy. Its success depends on smart planning, relevant content and intelligent delivery.

1. Target group analysis as foundation
Who buys, when and why? POS campaigns should be tailored not just to demographics, but to behavior. A bakery campaign that works in the morning may fail in a fashion store in the afternoon.

2. Design & placement
Visual design drives perception. Colors, typography, contrasts and visuals must fit the environment – but still stand out. Placement at eye level or high-traffic areas (e.g. checkout lines) increases visibility.

3. Storytelling & dramaturgy
POS advertising can tell short stories – through video loops, teaser texts or touch displays. This is especially effective for high-involvement or high-value items.

4. Integration with omnichannel campaigns
POS ads work best when tied into broader campaigns. QR codes can link to landing pages, discount codes to online shops, or prompts to social channels – making the POS part of a bigger brand experience.

5. Testing, analysis & optimization
Heatmaps, camera analysis or user data from interactive devices help measure the effectiveness of POS advertising. These insights allow for constant, data-driven campaign refinement.

5. POS Advertising in the Digital Era

Digitization is changing more than just technology – it’s shifting customer expectations. Modern POS advertising must inspire, inform and adapt in real time.

Technology trends and opportunities:

• Personalized content: Control of individual target groups
• Real-time updates: React to weather, time or stock levels
• Interactive systems: Customers can actively search for information or interact with the brand
• AI-supported communication: Advice, recommendations or cross-media campaign management via systems such as KIra

Digital POS advertising is no longer a one-way medium – it’s becoming an interactive platform and a measurable revenue driver.

6. POS Advertising with Bütema Solutions

Bütema AG offers a modular, field-tested solution portfolio that covers every requirement of modern POS advertising – whether digital, interactive or sensor-based.

1. Digital Signage Displays
Individual monitors or entire LED walls: Bütema displays deliver high-resolution content that is controlled centrally via the content management system - across all branches, dynamically and for specific target groups.

2. interactive MicroApps
With the integrated MicroApp Designer , applications such as product finders, surveys or consultant functions can be implemented quickly and without programming - ideal for POS advertising that speaks to the customer.

3. RFID & Lift & Play
Product removal triggers automated content - e.g. explanatory videos, alternative products or cross-selling offers.

4. KIra – The Digital POS Assistant
An AI-driven customer consultant directly at the display: tailored recommendations and product details enhance efficiency and build loyalty.

5. IoT Buttons & Sensors
Trigger product comparisons, request staff assistance or change lighting – with Bütema’s IoT tools, POS advertising becomes interactive, even in small retail spaces.

6. Integration & Scalability
All Bütema solutions can be integrated into existing POS, ERP or store networks – scalable from one store to an entire retail group.

7. Conclusion

POS advertising is far more than a sidekick to marketing – it’s a powerful lever right at the point of decision. Whether analog or digital, it fulfills a core function in physical retail: connecting information with inspiration and guiding customers to the buy button.

Modern POS advertising is data-driven, centrally controlled and omnichannel-ready. Businesses that use it strategically boost both sales and customer loyalty – in measurable, sustainable ways.

With Bütema, you get the technological foundation: modular, intuitive and designed with the realities of retail in mind.

Want to know how POS advertising with digital signage could look in your store? Book your free demo of our Digital Signage Software now – and discover how in-store technology turns advertising into a sales driver.