Understanding the terminology in an industry where one has no familiarity can not only prove to be difficult, but it can also be discouraging. When it comes to retail signage, there are two phrases that sound very similar, yet they are, in fact, unique to one another. Those terms are “point of purchase” and point of sale” signs. At a cursory glance, they seem to indicate the same type of retail signs, however, that is not the case.
A “point of purchase” sign refers to signage that is found throughout a store, whether that be at the end of an aisle or on the shelf where a product is located. The terminology “point of purchase” refers to where the consumer actually makes the decision to make a purchase. This could be in the produce department, at the deli counter, or in the baking supplies aisle. Any signage found in these locations is considered “point of purchase.”
As for your “point of sale” signage, there is only one location where this can be found, which is where the sale is actually made. This would include the check-out aisles and any displays that may be near them. These are often reserved for your impulse buys, like candy, gum, magazines, or lighters, to name a few items that are commonly placed here. However, more and more businesses are taking advantage of the consumer’s urge to make impulse buys and creating eye-catching displays in these areas. These displays often contain brand information or limited-time-only promotions or sales.
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