Dynamic POS : stores and points of sale

Dynamic POS, or Dynamic Point-of-Sale Advertising, is a modern form of marketing that uses digital screens to broadcast interactive and engaging visual content directly at the point of sale.

It primarily aims to capture customer attention, promote products, inform about special offers, and enhance the shopping experience in-store

This technology suits various sectors such as retail, shopping malls, fast food restaurants, and public spaces like train stations and airports.

By combining flexibility, responsiveness, and personalization, dynamic POS allows you to change messages in real time, tailor content to the audience and business realities, and maximize the impact of advertising campaigns. Numerous studies and field experiences show that dynamic POS significantly increases customer engagement and sales, proving its effectiveness compared to traditional advertising methods.

How to Set Up Dynamic POS?

To set up dynamic POS, you need a few key elements:

Digital signage software is essential to create, schedule, and broadcast content. This software must be able to connect to various data sources, whether external (like social media and weather forecasts) or internal (such as sales statistics and inventories). These connections allow real-time updates of prices, stock levels, and other information, ensuring the relevance and timeliness of the displayed messages.
Screens and interactive kiosks should be chosen based on their location, whether indoors or outdoors, and should be appropriate for size and resolution.
Players, the devices broadcasting the content to the screens must be compatible with the software and powerful enough to ensure continuous and reliable broadcasting.
Regarding hardware, providing proper mounts, cabling, and mounting systems is also essential.

Innovation

This form of communication constantly integrates advanced new technologies that offer customers an interactive, immersive, and enriched experience. For example, with augmented reality, consumers can visualize products in their real environment, virtually try items, or even participate in interactive demonstrations. Additionally, dynamic POS can connect to various external tools, paving the way for advanced features like customer account access for personalized recommendations. This convergence of dynamic POS and emerging technologies creates new opportunities for businesses to offer engaging and comprehensive customer experiences.

What is the Ideal Duration for Dynamic POS Content?

Determining the optimal length for your dynamic POS content is key to maximizing its effectiveness. It’s important to adapt the length of your videos according to their specific purpose and nature:

10 to 30 seconds for commercial and promotional videos that aim to quickly and powerfully highlight a product or service to capture the target audience's attention.
20 to 45 seconds for institutional videos that tell the story and vision of the company concisely, reinforcing the brand image.
20 to 60 seconds for "technical" videos that present product features and benefits, including, for example, a practical demonstration.

What POS Content for Which Audience and Locations?

Content is the key to the success of a dynamic signage and dynamic POS project. It must be tailored to the audience, screen location, and broadcast time to maximize its impact. A well-thought-out strategy captures the audience's attention effectively.

Messages must be precise, effective, and easily understandable for dynamic POS since the exposure time may be brief. Avoid being boring or too disruptive; the content should be engaging but not distracting to the point of detracting from the message's clarity. It's essential that the content aligns with a coherent communication strategy and meets the various objectives you have predefined.

Before developing content for your dynamic POS, be sure to define your needs by asking the right questions, mainly:

What is my goal? To inform, sell, advise, guide, entertain?
On which display devices? Kiosk, screen (what size), projector?
Where are my screens located? In waiting halls, passage areas, or sales spaces? What are my audience’s profiles? Primarily male, female, age range? What message at what time of day?

After identifying your needs, you must adapt the content of your messages according to your context. Here are some tips to help you better define your content for dynamic POS:

Dynamic POS for High-Impact Passage Areas

In passage areas, it is essential to capture attention quickly and effectively. Messages must be striking and immediately understandable:

Use strong images and a few keywords. Avoid overly long sentences.
The message should be clear, simple, and easily understandable.
Message duration: a few seconds (10 to 20 seconds) to quickly capture attention.
Avoid sound since the environment may be noisy; if you use sound, choose a short one to attract attention.
Consider using "full screen" mode and broadcast a rhythmic message with animations. However, be careful to avoid multi-zoning as you may overwhelm the recipients of your dynamic POS message.

Dynamic POS for Waiting Areas

In waiting areas, the goal is to reduce the perceived waiting time by entertaining and informing the public engagingly:

Prioritize dynamic content to lessen the feeling of waiting.
The loop duration should be determined based on the average waiting time of your audience.
Vary the content with real-time inserts (weather, traffic, news, etc.) to maintain interest.
Sound can enhance attraction and distraction, but it must be used wisely to avoid bothering those waiting or creating an unpleasant sound environment.

Dynamic POS for Sales Spaces

In sales spaces, dynamic POS serves to attract customers, inform them about products, and encourage purchases:

Windows: Choose short videos to invite the customer to enter the store.
Interior: Diversify the content inside the store (by department, etc.) to target specific needs.
For in-store content like "product information," prioritize reactivity with ready-to-use templates so sales staff can manage real-time promotions.
Sound can impact this type of message by attracting and informing customers.
Interactive kiosks: Plan content suited to the display device to encourage customer interaction and engagement.

Dynamic POS : stores and points of sale

What is dynamic POS?

Why Choose Dynamic POS?

Increase Average Basket Size

Strengthen Brand Image

Flexibility and Responsiveness

Ease of Management