Price, product, promotion and place (4Ps): point of sales displays

The idea

A point of sale display is promotional material placed where customers pay or queue, such as a till counter, card reader or self-checkout. It prompts impulse purchases by showing a product, its price and a short message at the moment of decision. For example, a chocolate bar at a supermarket till uses a small stand and a sign reading 'Only £1'. The display must suit the outlet: a compact stand for a small shop, a shelf-ready unit for a chain. It supports promotion and place because it puts the product in front of customers at the point of purchase. It can also support price by highlighting a discount or multibuy. Businesses judge it by sales uplift, units sold per store and cost per display. It is not the same as a shop window or a television advert, which act earlier in the buying process.

What earns the marks

• Defines a point of sale display as promotional material sited at the till, counter, queue or self-checkout where payment occurs.
• Explains that it targets impulse buying by placing a product and its price in front of the customer at the moment of decision.
• Links the display to the promotion element of the marketing mix and to place because it uses the retail outlet itself as the promotional medium.
• Gives a concrete example, such as a counter stand of chocolate bars priced at £1, and states the intended effect on sales.
• Outlines how a business evaluates the display, for example by comparing sales before and after installation or by calculating cost per additional unit sold.
• Distinguishes point of sale displays from other promotional methods such as shop windows, posters or broadcast advertising.

Common mistakes and how to put them right

• Confusing point of sale displays with shop window displays.

  Put it right: A shop window attracts passing trade from outside, while a point of sale display sits at the till or queue and prompts a final impulse purchase.

• Treating the display as only a price promotion.

  Put it right: The display is a promotional and placement device that can carry price information, but it can also promote a new product or a brand without any discount.

• Assuming every display raises sales.

  Put it right: A cluttered till area, poor stock availability or a display that blocks the queue can reduce sales or annoy customers, so the business must test and review it.

Exam tips

• Anchor answers in the marketing mix by naming promotion and place, then explain how the display works at the point of purchase.
• Use a named retail context, such as a supermarket till or a pharmacy counter, and state the product, the message and the expected customer response.
• When asked to evaluate, weigh the low cost and impulse effect against risks such as clutter, limited space and stock running out.