The results show that communication at the point of sale plays an essential role in strengthening brand awareness and increasing retail sales. According to recent studies, the impact of a well-implemented strategy at the point of sale can increase top-of-mind awareness by 54%, purchase intention by 44%, and sales by 19%.
Based on our more than 25 years of experience in the retail industry, working hand in hand with the world’s leading brands and compiling insights from global experts in this field, these keys will help you align your visual merchandising and marketing channels at the point of sale with your company’s strategic objectives. They will also drive effective results by focusing on modern shopper behavior, which has evolved significantly. This consumer no longer perceives shopping as an isolated activity but moves fluidly between online shopping and physical purchases, leveraging both digital channels and physical stores, from social media platforms to retail stores. This growth of hybrid commerce responds to consumer preference for seamless and personalized experiences.
1. Omnichannel: where digital and physical meet
Retail expert and consultant Ian Scott emphasizes that the key for brands this year will be to eliminate barriers between content and purchase by integrating technology such as augmented reality (AR), virtual reality, shoppable videos, and immersive retail experiences. These tools enable products to be discovered in any context, from a social media feed to a physical showroom or pop-up shop.c
How to apply it?
- Interactive marketing displays with scannable content via QR codes to facilitate a seamless and personalized experience.
- Digital experiences in-store, such as smart mirrors or virtual fitting rooms, that enhance customer engagement and encourage immersive purchases.
- Integration of omnichannel strategies that connect the online store with the physical one, allowing for a seamless transition throughout customer journeys.
2. Hyper-Personalization: The Art of Winning Over Each Customer
Personalized recommendations have become a fundamental pillar for customer loyalty and consumer trust. Tools like Dynamic Yield and Hello Retail use artificial intelligence to tailor displays and messages in real-time based on shopping history and individual customer preferences.
Liza Amlani, founder of Retail Strategy Group, highlights that retail brands that successfully personalize experiences and products will see significant increases in customer retention, consumer spending, and purchasing decisions.
How to apply it?
- POP materials that adapt to campaigns or segments, aligning with specific consumer trends and preferences.
- Personalized offers and product recommendations on digital screens within the store based on each customer’s shopping journey.
- Use detailed, customized product descriptions that highlight features relevant to each shopper, increasing engagement.
3. Generation Z: The New Kings of Retail
With a steady growth in their purchasing power, Generation Z represents a crucial segment for retail brands this year. This audience values authenticity, interactive shopping experiences, and engagement on social platforms.
Guy Courtin of Tecsys Inc. notes that Gen Z prefers sharable and visually appealing experiences, where physical stores become stages for content creation, such as Instagram-worthy areas or interactive experiences with marketing displays.
How to apply it?
- Visual merchandising spaces with dedicated photo and digital content areas that foster memorable consumer experiences.
- Incorporation of experiences such as live broadcasts from the point of sale to attract this digitally active audience.
- Implement marketing strategies utilizing influencers and user-generated content to connect with Generation Z effectively.
4. Experiential Retail: Beyond the Purchase
Experiential retail continues to be one of the key trends in the retail industry, where physical stores become destinations for brand experiences that go beyond mere transactions.
Alicia Esposito, VP of Content at Retail TouchPoints, emphasizes that retailers who implement multisensory experiences—such as themed zones and visual narratives—will connect with shoppers emotionally. This approach enhances customer service and encourages loyalty.
How to apply it?
- Thematic displays for seasonal campaigns that tell a story in line with consumer expectations, resonating with target markets.
- Creation of multisensory experiences featuring scents, sounds, and visual content that enrich the customer experience and foster long-term engagement.
- Incorporate eco-friendly products and key design elements that reinforce brand identity and align with sustainability goals, generating a memorable shopping experience.
5. Sustainability: The New Must in Retail
Sustainability practices are no longer optional but are increasingly expected by consumers across all demographics, including Baby Boomers. Sucharita Kodali, a principal analyst at Forrester Research, highlights that shoppers now prefer brands with clear environmental values, from using recycled materials to implementing eco-friendly packaging that reduces carbon footprints.
How to apply it?
- Utilize POP materials made from biodegradable, recycled, and highly recyclable materials, aligning with the brand’s social responsibility commitments.
- Incorporate clear messaging about sustainability practices in displays, informing consumers about the lifecycle of products and their ecological impacts.
- Offer sustainable delivery options and highlight the company’s efforts to reduce environmental impact to engage eco-conscious consumers successfully.
6. Strategic Partnerships: The Power of Collaboration
As brand loyalty declines, strategic partnerships gain importance. Liza Amlani notes that retail companies can expand their market share by collaborating with super apps like Rappi or buy now, pay later services like Klarna. These partnerships enhance customer engagement and broaden payment options across multiple channels.
How to apply it?
- Implement marketing displays with exclusive discount codes from partners, incentivizing omnichannel purchasing and meeting customer demands.
- Collaborate with artists or influencers for themed displays in special campaigns that attract varied consumer segments, particularly in grocery and luxury markets.
- Offer flexible payment options and financing solutions that facilitate purchasing decisions and increase product accessibility to a diverse audience.
7. Subscriptions: Profitable Loyalty
The subscription model has proven to be a powerful strategy for customer retention and generating recurring revenue. Kodali highlights that this model allows brands to create a continuous relationship with customers by offering convenience, exclusivity, and personalized recommendations within their product offerings.
How to apply it?
- POP displays to promote subscription packages or services that enhance the shopping experience, particularly in categories like personal care products and clothing retailers.
- Create premium experiences for subscribed customers, such as exclusive access to new products, improving customer relationship management and operational efficiency.
- Offer customized home delivery options for subscribers, optimizing retail supply chains and increasing customer satisfaction.
Conclusion: Preparing Brands for Transformative Retail
At Innercia, we understand that the future of retail demands a stronger focus on customer experience, personalization, and sustainability. To stand out in this dynamic landscape, brands must implement marketing display and visual merchandising solutions that are not only visually compelling but also create emotional connections and reinforce brand values aligned with modern consumer expectations.
Additionally, it is essential to consider comprehensive marketing strategies that encompass both digital and physical realms, streamlining operating models and adapting to key market trends. Implementing omnichannel strategies will provide a cohesive and satisfying shopping experience, ensuring each customer interaction is an opportunity to strengthen loyalty and foster growth in the retail market.
We invite you to continue exploring our proposals and stay updated on the innovations transforming retail experiences this year.
Is your brand ready to lead the retail revolution in 2025?
Contact us to discover how our solutions can enhance your Shopper Marketing strategy!
Sources:
* Nielsen Consumer Neuroscience & Point of Purchase Advertising International (POPAI) Study, 2022.
* Ian Scott, “Retail Reflections: Immersive Experiences in 2025”, published on LinkedIn, January 2024.
* Liza Amlani, Retail Strategy Group – “The State of Retail Personalization 2024”, featured in Retail TouchPoints, February 2024.
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