How Analyzing Your Point of Sale Marketing Programs Boosts Beer Sales
Beer, an ever-popular consumer good, is no stranger to competition. In fact, it’s so popular that the beer market generated 744.7 billion dollars in 2021 and is expected to reach 915.4 billion dollars by 2028, registering a CAGR (compound annual growth rate) of 3.5% from 2022 to 2028, according to a Vintage Market Research report.
Whether you’re picking up a twelve-pack for an upcoming BBQ or casually strolling through the aisles for a tasty granola bar for the car ride to the beach, it’s essentially impossible to not see a sign advertising the hundreds of beers a gas station offers in their beer cave. This realization brings one main question to the minds of beer distributors: So, how do I stand out in this very competitive world of beer?
Consider the well-known beer manufacturer, Corona, which took on a very unique approach to reaching its audience. They worked with Duolingo to install a voice-activated vending machine on the Las Vegas Strip to promote their new hard seltzer beverage. If customers accurately ordered a hard seltzer in Spanish (limonada), they earned a complimentary drink sample. Those who didn’t get it right received a free subscription to the premium service of the language educator app Duolingo.
Make Your POS Message Stand Out in a Busy Market
Beer marketers realized long ago that point of sale advertising has value when it resembles the panel of a storyboard rather than merely stating the price to sell a product. While pricing is still important, of course, there are a lot of other factors to consider when figuring out whether your messaging is successful in turning customers into buyers.
Being that this “point of sale” is being seen by someone who is only a few feet away from the actual beer cave containing this incredible assortment of beers, it is important to keep in mind that the sign advertising the 100+ beers in the beer cave is rather compelling while someone is pumping gas. The customer, who may not have even considered beer before coming into the gas station, will be faced with a bewildering assortment of brews to pick from once they enter the beer cave.
The customer, who may not have even considered beer before coming into the gas station, will be faced with an incredible assortment of beers to pick from once they enter the beer cave. How will customers be inspired to try your brand, which represents only one of the available beer choices, given the broad range of possibilities? Some would have you believe that the customer will launch their smartphone’s browser and begin searching for your brand online. So, what will likely inspire the customer to make a purchase exactly? A printed POS (sign) or permanent POS (like the lighting, mirrors, tap handles, or display cases).
An Evaluation of the POS Marketing Performance
How do you determine which POS “message” is the most successful? The wholesaler’s task is to determine what is most effective, and doing that properly requires technology that can provide the most precise data. Even if your beer has the most delicious, satisfying flavor, the most powerful price message, or both, you can use this data to determine how well your story is working. Beer marketing is still evolving. The most significant story of all should be conveyed when a customer is able to make a decision and a purchase. The truth is that reaching prospective customers through POS marketing continues to be the most effective strategy, obviously assuming that your goal is to persuade them to make a purchase.
Here’s What Influences Customers to Select Your Brand
Are customers able to keep track of which beers offer the most compelling “stories” when faced with a plethora of options and limited time? That question alone suggests that such a task is challenging. Similar to how we all hunt for compelling stories and messages, personal biases cause us to pay attention to some POS messages while entirely ignoring others.
Measuring the results of your point of sale advertising and promotional campaigns will boost your chances of success and survival. When the time comes, distributors who have been able to convey their brands’ “story” in the most effective or persuasive ways will stand the best chance of succeeding. If you haven’t guessed it before, distributors who manage, track, and measure their point of sale (POS) programs stand to benefit greatly. Here’s the verdict: The goal of encouraging people to purchase your beer is achieved through measured POS.
With FasTrax POS, you can stand out from other competitors thanks to our all-in-one POS solutions. Our point of sale system can assist you in managing promotions, orders, inventory, and sales for your liquor store, whether you offer beer, wine, or liquor. You can even take advantage of our digital signage solution, which helps reduce your printing expenses, enables information updates on signage displays with a click of a button, boosts customer engagement, and encourages incentivized purchases. Ready to get started? Reach out to us today to schedule a consultation and experience a demo!