KPIs for Marketing

KPIs for Marketing: point-of-sale display response rate

Discover how to measure the effectiveness of your point-of-sale displays with our guide to KPIs for marketing.

In today's fast-paced retail environment, developing effective marketing strategies is vital for the success of any business. One effective marketing strategy that has been gaining popularity in recent years is the use of point-of-sale (POS) displays. POS displays are designed to attract customer attention and promote sales by showcasing products in an eye-catching and visually appealing manner. But how do you measure the success of your POS displays?

Understanding Point-of-Sale Display Response Rate

Point-of-sale display response rate refers to the percentage of customers who make a purchase after being exposed to a POS display. It is an important key performance indicator (KPI) for businesses to measure the effectiveness of their marketing strategy and to calculate the return on investment (ROI) of their POS displays.

What is Point-of-Sale Display Response Rate?

Point-of-sale display response rate is the ratio of the number of customers who make a purchase after seeing a POS display to the total number of customers who viewed the display. For example, if 100 customers viewed a POS display and 20 of them made a purchase, the POS display response rate would be 20%.

It is important to note that not all customers who view a POS display will make a purchase. Some may already have the product, not be interested, or have budget constraints. Therefore, it is important to set realistic goals for POS display response rate and to continually refine marketing strategies to improve results.

Importance of Measuring Point-of-Sale Display Response Rate

Measuring point-of-sale display response rate is essential for businesses because it helps determine the effectiveness of their marketing and promotional efforts. By analyzing the response rate, businesses can identify which products are resonating with customers, what messaging and promotions work best, and which displays are driving the most sales.

Knowing the response rate can also help businesses set realistic goals for future POS displays and refine their marketing strategy to improve sales and profits. For example, if a business knows that a certain product has a high response rate when displayed in a certain way, they can use that information to create more effective displays and promotions in the future.

Furthermore, measuring POS display response rate can help businesses calculate the ROI of their marketing efforts. By comparing the cost of creating and implementing a POS display to the revenue generated from the display, businesses can determine if the display was a profitable investment.

In conclusion, measuring point-of-sale display response rate is a crucial component of any successful marketing strategy. By understanding this KPI and continually refining marketing efforts, businesses can improve sales, profits, and customer engagement.

Key Components of an Effective Point-of-Sale Display

A well-executed point-of-sale display has several key components that make it effective in driving sales:

Design and Visual Appeal

Customers are drawn to displays that are visually interesting and well-designed. The aesthetics of a display play a huge role in capturing customer attention and creating a positive impression of the brand. A display that is visually appealing and creatively designed can attract customers from across the store and encourage them to engage with the product, leading to increased sales.

For example, a cosmetics brand could create a display that features bright colors and bold graphics to showcase their latest makeup collection. This will not only capture the attention of customers but also create a positive association with the brand, increasing the likelihood of a purchase.

Location and Placement

The location and placement of the display within the store are also essential factors in creating a successful POS display. The display should be placed in a high-traffic area, visible from multiple angles, and strategically positioned to capture customer attention.

For instance, a display of beachwear can be placed near the entrance of the store during the summer months. This will attract customers who are looking for summer clothing and accessories and make it easier for them to find what they are looking for.

Promotional Messaging

The messaging on the display should be clear and concise, highlighting the key benefits of the product and any promotions or special offers. It should also align with the overall marketing message of the brand. An effective display should communicate the value of the product and why it is worth purchasing.

For example, a display for a new line of energy drinks could highlight the benefits of the product, such as increased energy and focus. The messaging could also include a special offer, such as a discount for buying multiple cans, to encourage customers to make a purchase.

Product Selection and Stock Availability

The products featured on the display should be carefully selected based on customer preferences and demand. Additionally, ensuring that the display is well-stocked is crucial in maintaining customer interest and driving sales. A display with empty shelves or missing products can be a turn-off for customers and lead to lost sales.

For instance, a display for a popular brand of protein bars should be well-stocked with a variety of flavors to cater to different customer preferences. This will ensure that customers can find what they are looking for and are more likely to make a purchase.

In conclusion, an effective point-of-sale display requires careful consideration of design, location, messaging, and product selection. A well-executed display can capture customer attention, create a positive impression of the brand, and ultimately drive sales.

Methods for Measuring Point-of-Sale Display Response Rate

Point-of-sale (POS) displays are a popular marketing tool used by businesses to attract customers and increase sales. These displays are strategically placed at the checkout counter or other high-traffic areas in a store to draw attention to specific products or promotions. However, it can be challenging for businesses to measure the effectiveness of their POS displays. Fortunately, there are several methods for measuring point-of-sale display response rate:

Sales Data Analysis

One of the most straightforward methods for measuring the impact of a POS display is by examining sales data before and after implementing the display. By comparing sales figures, businesses can determine the impact of the display on overall sales. This method can also help track customer behavior and identify any trends or patterns. For example, if sales of a particular product increase after a POS display is implemented, it can be assumed that the display played a role in driving those sales.

Customer Surveys and Feedback

Collecting customer feedback through surveys and feedback forms can provide valuable insights into customer perceptions of the POS display. This feedback can be used to refine and improve future displays. For example, a business may ask customers to rate the effectiveness of a POS display on a scale of 1-10 or ask for suggestions on how to improve the display. This information can be used to make informed decisions about future displays and marketing strategies.

In-Store Observations

Observing customer behavior in-store can provide businesses with a wealth of information about the effectiveness of their POS displays. It allows businesses to see firsthand which displays are attracting the most attention and driving the most sales. For example, a business may notice that customers are spending more time looking at a particular display or that the display is causing customers to stop and take notice of a product they may not have otherwise considered. This information can be used to optimize the placement and design of future displays.

A/B Testing

A/B testing is a method of comparing two versions of a POS display in separate locations to determine which display is more effective in driving sales. This method is particularly useful in identifying which design elements and messaging resonate most with customers. For example, a business may test two different displays with different color schemes or messaging to see which one drives more sales. This information can be used to create more effective displays in the future.

In conclusion, measuring the response rate of point-of-sale displays is essential for businesses to determine the effectiveness of their marketing strategies. By using a combination of sales data analysis, customer surveys and feedback, in-store observations, and A/B testing, businesses can gain valuable insights into how their POS displays are impacting their bottom line.

Setting Realistic KPIs for Point-of-Sale Display Response Rate

Point-of-sale (POS) displays are an effective way for businesses to promote their products and increase sales. However, measuring the success of POS displays can be challenging. Setting realistic key performance indicators (KPIs) is essential in measuring the success of your POS displays.

Businesses can set realistic KPIs by considering the following:

Industry Benchmarks and Standards

Understanding industry benchmarks and standards can help businesses set realistic expectations for their POS display response rate. It is important to know how your business compares to others in the industry. This information can be obtained through market research or by consulting industry experts. By knowing the industry benchmarks, businesses can set a reasonable goal for their POS display response rate.

For example, if the industry benchmark for POS display response rate is 10%, a business can set a realistic goal of achieving a 12% response rate for their POS displays.

Historical Performance Data

Looking at historical performance data can help businesses set achievable goals for their POS displays, based on past performance and trends. By analyzing data from previous POS displays, businesses can identify areas of improvement and set realistic goals for their next campaign.

For instance, if a business had a POS display response rate of 8% for their last campaign, they can set a goal of achieving a 10% response rate for their next campaign. By setting a realistic goal based on historical data, businesses can improve their POS display response rate and measure the success of their marketing efforts.

Aligning KPIs with Business Goals

Ultimately, KPIs for POS display response rate should be aligned with overall business goals. This ensures that the marketing strategy is aligned with the broader business strategy and that efforts are focused on achieving tangible results.

For example, if a business goal is to increase sales by 15%, the KPI for POS display response rate should be set accordingly. By aligning the KPIs with the overall business goals, businesses can ensure that their marketing efforts are contributing to the growth of the business.

In conclusion, setting realistic KPIs is crucial in measuring the success of POS displays. By considering industry benchmarks, historical performance data, and aligning KPIs with business goals, businesses can set achievable goals and measure the success of their marketing efforts.


Measuring point-of-sale display response rate is crucial in determining the effectiveness of your marketing strategy. By focusing on the key components of an effective POS display and using appropriate methods for measuring response rate, businesses can set realistic KPIs, refine their marketing strategy, and ultimately drive sales and profits.