A point of sale (POS) network is what you might expect: digital signage that consumers encounter close to a product or service for sale. These screens are usually comprised of in-store or retail digital signs. These are not ad-based networks but merchandising networks.
It’s all about the shopper and “How can I help you buy something today?” Sometimes, they include screens placed on the end of an aisle, or end cap, near the deli in a grocery store. When in front of a point of sale (POS) network, the consumer has become a shopper. The mindset of a person who has deliberately entered a store is much more attuned to cues and opportunities related to their needs and the wares on sale at the particular store. They are now reachable with more direct offers about products – and particularly offers that now take into account their gender, age and income, for example. These viewers are shoppers.
The power of this type of network is that the call to action is immediate; the screens are placed where consumers make their buying decisions. The content is attention grabbing, relevant to product and brand, while the consumer is focused on buying.
While retailers and brands have sometimes different goals, one huge trend that is in common is creating a digital experience -- or digital destination -- that is engaging, interactive, personal and connects bricks and mortar with the new digital consumer while in-store. Putting all these together creates real relevance for the content of a POS network because it can create an emotional response that drives desired behavior.