KPIs for Marketing

KPIs for Marketing: point-of-sale display impressions

Discover the importance of tracking point-of-sale display impressions as a key performance indicator (KPI) in your marketing strategy.

As a marketer, you know that getting your product in front of your target audience is critical to your success. One prime location to do that is at the point-of-sale, where customers are making purchasing decisions. Point-of-sale displays are an effective marketing tool that can provide your brand with the visibility it needs to succeed. However, how do you know if your point-of-sale display campaign is effective? That's where key performance indicators (KPIs) come in. In this article, we'll take a closer look at point-of-sale display impressions and the KPIs you should be tracking to ensure your campaign's success.

Understanding Point-of-Sale Display Impressions

Before we dive into the world of KPIs, let's first discuss what point-of-sale display impressions are and why they are essential for your marketing strategy. Point-of-sale display impressions occur when a customer sees your product displayed in a retail environment - be it in-store or online.

What are Point-of-Sale Display Impressions?

A point-of-sale display impression refers to the number of times a customer sees your product displayed. This can include a variety of different types of displays, such as countertop displays, end cap displays, and aisle displays. Ideally, the more customers that see your product, the greater the chance of a purchase.

One of the most significant advantages of point-of-sale displays is that they allow you to showcase your product in a way that is visually appealing and engaging. By creating an eye-catching display, you can capture the attention of potential customers and encourage them to learn more about your product. Additionally, point-of-sale displays can be used to highlight the unique features and benefits of your product, which can help differentiate it from competitors.

Importance of Point-of-Sale Display Impressions in Marketing

Point-of-sale displays are an essential marketing tool for several reasons. They can help draw customers' attention to your product, increase brand awareness, and ultimately drive sales. When done correctly, point-of-sale displays can create a sense of urgency in customers to purchase your product, which can significantly impact your overall bottom line.

Another advantage of point-of-sale displays is that they allow you to target specific customer segments. For example, if you are promoting a new line of children's toys, you can create a display that appeals specifically to parents with young children. By tailoring your display to a specific audience, you can increase the likelihood that they will make a purchase.

It's important to note that point-of-sale displays are not just limited to physical retail environments. With the rise of e-commerce, online retailers are also using point-of-sale displays to promote their products. These displays can take the form of pop-ups or banners that appear on a website, or they can be integrated into the checkout process. Regardless of the format, the goal is the same: to capture the attention of potential customers and drive sales.

In conclusion, point-of-sale display impressions are a crucial component of any marketing strategy. By creating eye-catching displays that highlight the unique features and benefits of your product, you can increase brand awareness, drive sales, and target specific customer segments. So the next time you're developing a marketing plan, be sure to include point-of-sale displays as a key tactic.

Key Performance Indicators for Point-of-Sale Display Impressions

Now that we've established what point-of-sale display impressions are and why they are essential let's focus on the KPIs that will help determine if your campaign is working.

Point-of-sale displays are a powerful marketing tool that can help increase sales and drive brand awareness. However, to ensure that your displays are effective, it's essential to measure their impact. Here are some key performance indicators (KPIs) to keep in mind when evaluating your point-of-sale display campaign.

Impression Counts

The number of impressions your point-of-sale display receives is an essential KPI to keep track of. This metric will help you understand how many times customers have the opportunity to see your product. You can obtain this data from various sources, including store managers, sales representatives, or via custom research.

It's important to track impressions over time to see if there are any trends or patterns in how your displays are performing. For example, if you notice a sudden drop in impressions, it could indicate that your display has been moved to a less visible location in the store.

Conversion Rates

Conversion rates measure how often customers purchase your product after seeing your point-of-sale display. This KPI is critical because it shows the return on investment for your display campaign. To calculate the conversion rate, divide the number of sales by the number of impressions and multiply by 100 to get the percentage.

If you notice that your conversion rates are low, it could indicate that your display is not effectively communicating the value of your product. Consider making changes to the design or messaging of your display to see if it improves conversion rates.

Average Transaction Value

Average transaction value tracks the average amount spent by customers when purchasing your product. This KPI is crucial for your campaign's success because it enables you to see if your displays are encouraging customers to purchase more. If your displays are effective, your average transaction value should increase, which can help drive overall profitability.

If you notice that your average transaction value is not increasing, it could indicate that your display is not effectively promoting cross-selling or upselling opportunities. Consider adding complementary products to your display or using signage to highlight bundle deals.

Customer Engagement Metrics

Customer engagement metrics help you understand how much time customers spend interacting with your point-of-sale display. This can include dwell time, which measures how long customers look at your display. Additionally, this can include interaction rates, which is how often customers touch or pick up your product. Tracking these metrics helps you determine if your displays are effectively capturing customers' attention and encouraging interaction with your product.

If you notice that your customer engagement metrics are low, it could indicate that your display is not visually appealing or that your product is not well-positioned within the display. Consider making changes to the layout or design of your display to see if it improves engagement.

Return on Investment (ROI)

ROI measures the economic return of your point-of-sale display campaign. This KPI considers the cost of your display campaign and the revenue generated. Knowing your ROI is essential to understand if your campaign is profitable and worth continuing.

If you notice that your ROI is not meeting your expectations, it could indicate that your display is not effective or that the cost of your campaign is too high. Consider making changes to your display or adjusting your budget to see if it improves ROI.

Designing Effective Point-of-Sale Displays

The success of your point-of-sale display campaign is dependent on not only tracking KPIs but also designing effective displays that will capture customers' attention. Here are some essential elements to consider when designing your displays:

Choosing the Right Display Type

When designing your displays, it's essential to pick the right display type to ensure your product stands out from the surrounding products. Some of the most commonly used display types include countertop displays and end cap displays. However, ensure that the display matches your product and your target audience's preferences.

For example, if you are selling a new line of cosmetics, a countertop display that showcases the products' various shades and textures may be more effective than an end cap display that is further away from the customer's reach. Alternatively, if you are selling snacks, an end cap display near the checkout counter may be more effective as customers are more likely to make impulse purchases while waiting in line.

Incorporating Eye-Catching Visuals

Eye-catching visuals can significantly impact your display's effectiveness because they help your product stand out. Consider using bright colors, unique shapes, and bold fonts that catch customers' attention as they walk by.

For example, if you are selling a new line of energy drinks, incorporating bright colors such as neon green and electric blue can help your product stand out from the other drinks on the shelf. Additionally, using unique shapes such as a can that is taller than the others can also capture customers' attention.

Utilizing Clear and Concise Messaging

Concise messaging is also essential when designing your displays. Ensure that your message is clear, easily readable, and directly addresses your target audience's needs and wants. The less cluttered your display is, the easier it will be for customers to understand the message, increasing the likelihood of a purchase.

For example, if you are selling a new line of organic snacks, using messaging such as "Healthy Snacks for a Healthier You" can directly address your target audience's needs and wants. Additionally, using clear and concise messaging such as "Non-GMO" or "Gluten-Free" can help customers quickly identify if the product fits their dietary restrictions.

Considering Display Placement and Visibility

Display placement and visibility are just as crucial as the design elements. Consider placing your displays in high-traffic areas and at eye-level to ensure that the maximum number of customers see them. Additionally, make sure that the lighting in your display area highlights your product and encourages customers to interact.

For example, if you are selling a new line of workout supplements, placing the display near the gym entrance or in the fitness section can increase the likelihood of customer interaction. Additionally, using lighting that highlights the product's benefits such as "Increased Energy" or "Improved Performance" can encourage customers to make a purchase.

In conclusion, designing effective point-of-sale displays requires careful consideration of display type, eye-catching visuals, clear and concise messaging, and display placement and visibility. By incorporating these elements into your design, you can increase the likelihood of customer interaction and ultimately drive sales.

Measuring and Analyzing Point-of-Sale Display Impressions

To optimize your point-of-sale display campaign's effectiveness, you must measure and analyze your impressions regularly. Here are some best practices:

Data Collection Methods

There are several ways to collect data on your point-of-sale display impressions, including manual counts, surveys, and custom research. It's essential to choose the method that best fits your budget and campaign goals.

Analyzing Display Performance

Once you have collected data, analyze it to understand how well your campaigns are performing. Use your KPIs to help structure your performance analysis. Pay particular attention to the conversion rate and ROI metrics to ensure profitability.

Identifying Areas for Improvement

Use the data collected to identify areas for improvement. This can include adjusting messaging or display placement or experimenting with different display types. Continuously refining your displays ensures that they are always fresh and exciting to customers, increasing their effectiveness.

A/B Testing for Display Optimization

A/B testing is a popular optimization technique to compare two different display campaigns. By testing different designs and comparing their results, you can determine which campaigns perform best and adjust accordingly. Ensure that you only test one variable at a time to gather accurate results.


Point-of-sale display impressions are an effective marketing tool for encouraging customers to purchase your products. To ensure that your campaign is successful, track KPIs such as impressions, conversion rates, average transaction value, customer engagement metrics, and ROI. Additionally, ensure that your displays are designed effectively and that you are continually measuring and analyzing your impressions to identify areas for improvement. By following these best practices, your point-of-sale display campaign can help drive your brand's profitability and growth.