Point-of-sale (POS) marketing  is one of the fastest ways to boost sales—especially when customers are seconds from checking out. Add digital signage, and you can show relevant products, promos, and reviews at just the right moment. Some businesses see a 10–30% lift in revenue doing exactly that.

So how does it work? And how can you do it better? Let’s get into that. But first, 

Point of Sale (POS) marketing is the promotion of products and services directly where purchases happen to influence customers’ buying decisions before they pay. POS marketing could be at the check out counter or near in-store displays; locations where you can easily introduce helpful products, and show their value. 

The strategy of POS marketing is effective because it is easier to up-sell, cross-sell, or get introduced to an entirely new product. Research supports this, showing that selling to existing customers can be 68% more effective than to a new customer.

Point of sale marketing vs point of sale advertising: What’s the difference? 

Point of sale marketing is the broader strategy used to influence buying decisions at checkout, while point of sale advertising refers specifically to the signs or screens used to promote products in that space. One is the plan, the other is the tool. But, they are often used interchangeably since the tactics and examples apply to both.

According to a study involving CPG merchandising executives, 30% of respondents use POS marketing strategies to lift short-term sales, while 23.3% use them to introduce new products. And those are two of the biggest benefits. 

Influencing buying decisions in the last moment: EDUme found that 49% of customers have made additional purchases based on product recommendations at the Point of Sale.

Encouraging impulse purchases: 8 out of 10 customers shop impulsively when they enter a brick and mortar store. That presents an opportunity for your business.

Offering targeted, seasonal messaging: You  can create target messaging that addresses specific customer needs

Improving shopper experience with demos, reviews, and promos: Easier to show customers using visual and interactive signage.

Examples of great POS marketing (and how to use them in your business)

Great POSM grabs attention, drives impulse decisions, and creates memorable moments, right at the checkout, display table, or even in the aisle. Whether you use signage, printed materials, shelf talkers or screens, it’s all about getting your message across when your customer is ready to buy.

Let’s go through some tried-and-tested ideas you can start using right away.

Promotions work best when they feel timely and relevant. That’s where good POSM comes in, putting your offer right in front of your customer, at just the right moment.

This could be a simple tabletop sign showing your “deal of the day,” or a bold display near the checkout for a seasonal special like a summer bundle, back-to-school discount, a limited-time holiday offer, or even at the food court!

If you're using digital signage, rotate visuals throughout the day so promos stay fresh and dynamic. But printed posters or shelf signs work just as well when they’re bold, clear, and updated regularly.

The key? Make sure your offer is front and center, and don’t let it sit unchanged for weeks. Customers tune out fast.

Read more: How to Keep Digital Signage Content Updated and Fresh

The point of sale is a great place to introduce something new. Customers are already in buying mode, so it’s the perfect time to spark curiosity or encourage a spontaneous add-on.

For a product launch, create messaging that highlights key benefits or limited-time offers. This could be done with a short sign near the product itself, a branded display at checkout, or a mini stand with samples or demos.

If you’re using digital signage, take it up a notch with looping videos, animations, or countdowns to the official launch date. You can also highlight “staff picks” or feature the product alongside related items to help it blend into the shopping journey.

However you display it, keep your point of sale advertising message simple, visual, and benefit-driven. Think: “New in: extra strength, same price” or “Try it now, just launched.”

Shoppers often hesitate when they’re unsure. A little extra information, right there at the point of sale, can be all it takes to tip the scale.

Think product fact sheets, feature callouts, or even QR codes that link to how-to videos or product pages. You can also display comparisons like “best value” tags or side-by-side highlights of similar items.

If you’re using point of sale marketing screens, you can show short demos or scroll through frequently asked questions. But even without digital signage, printed inserts or shelf-edge strips can do the job.

The goal is to reduce friction. Make it easy for someone to say “yes” without pulling out their phone or asking for help.

4. Let your happy customers do the talking

Shoppers trust other shoppers. Displaying real reviews and testimonials right where purchase decisions happen can add the final push a customer needs.

You might feature a printed card with a standout quote, a poster showing your average star rating, or a review wall near the checkout. Even handwritten staff picks with short quotes (“Customer favorite!” or “Our most-reviewed item”) can build trust.

If you’ve got digital signage, take advantage of it by rotating through real customer feedback. Pull in top reviews from Google, Yelp, or Trustpilot and highlight ones that speak to specific product benefits.

Focus on reviews that mention how the product solved a problem or gave a great experience

Use star ratings between 4.2 and 4.5; they’re more believable than perfect 5s

Keep it personal, not polished. Authenticity matters more than fancy formatting

Read more: How to use your social proof for marketing

Your customers are already posting, tagging, and sharing your store, so why not bring that content into your point of sale marketing?

Featuring real posts from happy customers can boost credibility and encourage others to join in. This could be as simple as a printed sign with a recent customer photo and caption, or a display showing your brand’s latest Instagram posts.

If you have screens, you can automate this by pulling in live feeds or running hashtag campaigns. Set up a small in-store contest and promote it at checkout: “Post your haul with #ShopLocalTuesday for a chance to win.” That kind of engagement helps blur the line between your physical space and your online community.

Even if you’re not running a campaign, showing people that others love your products, especially on social media, adds social proof where it counts most: right before they buy.

6. Create urgency with real-time stock updates

Nothing sparks action like scarcity. Letting customers know that a popular item is nearly sold out, or just came back in, can drive quicker decisions and boost conversions on the spot.

If you’ve got retail digital signage, this is easy to automate. Show live updates like “Only 3 left!” or “Restocked today” for high-demand items. But you can create the same urgency with well-placed printed signs or handwritten tags near the product.

Even small touches like a “Bestseller” sticker “Customer favorite,” or “limited stock” can influence behavior.

Just make sure the message is honest. False urgency tends to backfire. But if something really is flying off the shelves, say so.

7. Suggest the right add-ons at the right time

One of the simplest ways to increase average spend is to recommend related products when the customer is already buying. This is where smart POS marketing really shines.

Think bundled offers, “complete the look” displays, or a small sign that says “Don’t forget batteries” next to electronics. Cross-selling can also be as easy as placing complementary items together, like socks near shoes or sauces near a meal kit.

If you’re using point of sale advertising screens, you can rotate offers based on time of day or even location in the store. For example:

Promote dessert upgrades during lunchtime at a QSR

Suggest guided tour passes at the ticket booth of an attraction

Highlight premium room add-ons during hotel check-in

The idea is to make the extra purchase feel obvious and convenient, not pushy.

Read more: 4 Things to Look for from your Digital Signage CMS

What’s the difference between POSM, POP, and POS?

You’ll often hear POS and POP used interchangeably, but here’s the quick difference:

POP (Point of Purchase) is where buying decisions happen, like an eye-catching shelf display. 

POS (Point of Sale) is where the transaction takes place, like a checkout counter.

POSM is the umbrella. It covers anything that nudges a customer toward a purchase in-store.

Maximize your digital Point-of-Sale marketing with ScreenCloud

ScreenCloud’s digital signage software is perfect for businesses looking to boost sales and improve shopper experience with their POP displays. Features like:

Managing multiple screens across several locations

Integration with other customer management solutions

Book a demo to see why over 10,000 organizations worldwide choose ScreenCloud for their digital signage needs.

Point of sale advertising or POS marketing is the practice of promoting or upselling specific products or services at the checkout. Find out more.

Point of Sale Advertising & Digital Signage

How to Do Point of Sale Marketing Right (With Real Examples)

How to Do Point of Sale Marketing Right (With Real Examples)

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