Must Read | From Impulse To Impact IMAGINE STANDING IN LINE at your favorite store when you spot it out of the corner of your eye: an irresistible display of goodies at the checkout counter. Maybe you see a quirky keychain, a luscious chocolate bar or a quippy magnet. Before you know it, you’ve added it to your purchase without a second thought. We’ve all been there, spending an average of $25 each week on impulse buys. These little last-minute purchases, triggered by promotional messaging, bring in an estimated $4.2 billion annually for retailers. By 2030, the U.S. point-of-sale market could surpass $13 billion. Brands that incorporate promo into their POS and gift with purchase strategies can enhance the customer experience, something that’s incredibly important to today’s consumers. In fact, 80% of consumers say the experience a company provides is as important as its products and services. When people get a perk like a promotional product when they buy something, it enhances the experience, making them feel like they’re getting more for their money. There’s also a psychological impact to getting a gift with purchase. Receiving a gift triggers positive emotions, which can foster goodwill and a positive association with the brand giving the item. POS and GWP campaigns also allow brands to personalize their messaging. For example, companies could offer different types of gifts with purchase to loyal customers versus firsttime customers. Rather than give everyone the same merch, companies can provide promos that resonate with different groups. Shoppers appreciate the personalization, with 91% saying they are more likely to shop with brands that recognize, remember and provide relevant offers. To succeed with POS and GWP marketing, brands need to create a memorable experience right at the point of purchase, whether shoppers are clicking to buy or browsing at brick-andmortar locations. Consumers are becoming more mindful about their spending habits, with 58% of respondents in a Slickdeals survey saying they would only make a spur-of-the-moment purchase if the item was on sale. This makes it even more important for brands to stand out and make an immediate impact at checkout. By using promo, companies can tap into the psychology of getting something for free and leverage it to build long-term brand awareness. The customer journey doesn’t end at the checkout counter or payment screen – promotional items leave a lasting impression long after the transaction is done. Use gifts with purchase and point-of-sale promos to create long-term brand awareness. By Audrey Sellers ViDI Studio / Shutterstock.com 70 • JUNE 2024 • PPAI
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