Point-of-sale screen positioning: successful strategies

Making a point of sale more attractive and efficient is a top priority for the marketing and sales managers of major brands. To achieve this, digital signage is a frequently used tool. This raises a number of operational questions:

How to install screens at the point of sale? Where to deploy them? How to ensure they are seen?

To help you choose the right location for your screens and make your store a successful point of sale, let's take a look at best practices and examples that have been tried and tested by leading brands.

✌️Les two strategic areas for screen deployment 

Numerous content strategies coexist within the same screen park, but two main trends can be identified, depending on the zones where the screens are installed. In a retail outlet, there are two main areas in which to install digital signage: waiting areas and transit zones.

Waiting points ⏱️

No one likes to wait, but in the retail world, it's an obligatory step. Whether at the checkout or waiting for a salesperson to become available to answer customers' questions, excessive or poorly managed waiting creates a disappointing experience.

👉Addingscreens to these moments reduces the feeling of waiting. Because the mind is busy, the perception of waiting time is reduced. 

👀 Example of a successful strategy ⬇️

The brand Boulanger has installed screens close to the checkouts to reduce the perceived waiting time. In this way, customers can watch national content (new offer, product release, major brand communication, etc.) or local content, which each store can control.

With monetization, retailers can broadcast sponsored messages from major brands, who use the screens as a means of reiterating their message directly at the point of sale. The result is a profitable screen park and an enhanced customer experience.  

Passage areas 🌠

They are characterized by continuous movement, where the eye rarely stays still. This is the case for a shop window, the entrance to a store or a shopping area, for example.

👉 Screens installed in high-traffic areas are designed to attract attention and the eye, to instill an idea, an emotion, to introduce or recall a brand name. The message must therefore be short, visual, with a highly legible font and strongly contrasting colors. 

👀 Example of a successful strategy ⬇️

The NAP group, which runs the Maison de la Presse chain, has installed screens in its shop windows to draw attention to the group's product range. This is a good practice for enhancing the value of a sometimes little-known offering (press, bookshop, telephony, games/toys, snacking, tobacco, stationery, parcel delivery, breakdown service, etc.). 

Customize your screens to suit your location 📶

Within large retail networks, each store can be different. Not only in its configuration and space, but also according to its customer base (Paris/province, urban/rural, etc.).

To personalize the customer experience, you can install your screens in a highly flexible way. Connected via Wi-Fi, they require no renovation work, and can be set up by your teams on site in the most suitable locations (waiting areas, window displays, friction zones, etc.), without the need to dispatch installers to all your stores. 

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Cenareo is the specialist in digital signage. From screen positioning to team training, our teams are with you every step of the way. We'll help you make the transition to digital signage and turn your network into efficient, high value-added points of sale.