French retailers are increasingly focused on optimizing the “point of sale” experience, with the market reaching €2.2 billion in 2024, a 3.5% annual increase since 2020. This surge reflects a strategic shift towards influencing purchasing decisions directly within physical stores, leveraging both traditional and digital techniques.
The marketing in point of sale (MPV) encompasses all promotional and commercial actions deployed in a physical store, categorized into two main areas: advertising on the place of sale (PLV) and information on the place of sale (ILV). PLV utilizes promotional materials like posters and displays to trigger immediate purchases, while ILV provides practical product information through technical sheets and labels. According to industry data, PLV accounts for €1.4 billion of the total MPV market, with ILV contributing €0.8 billion.
A key driver of this growth is the interplay between online research and in-store visits. 72% of French consumers visit a store within a 5km radius after conducting a local online search, demonstrating the continued relevance of brick-and-mortar locations in the age of digital commerce. Retailers are responding by integrating digital tools into their in-store strategies.
Beyond traditional advertising, subtle marketing elements are gaining prominence. Nearly 70% of in-store purchase decisions are made within centimeters of the product label, highlighting the impact of seemingly minor details. These “discreet” supports, such as strategically placed brochures, technical fiches, and even business cards, aim to build brand credibility and guide customers towards a purchase.
The effectiveness of MPV is measured by several key performance indicators, including a targeted 15% increase in sales, improved customer experience, and a 65% average customer retention rate. Retailers are employing sensory levers – visual elements like signage and lighting, auditory cues like music, and even olfactory experiences like scent diffusion – to create a more engaging and persuasive shopping environment.
The creation of a successful merchandising plan, integral to MPV, involves aligning retail strategy with operational execution. This includes optimizing store layout, window displays, and promotional activities to enhance the customer journey. The plan is derived from the overall marketing strategy, translating broad goals into concrete in-store actions.
While promotional displays are subject to strict regulations, retailers are finding opportunities within these constraints to utilize subtle marketing tools. Clear organization of products on shelves, informative labeling, and well-placed logos contribute to a positive brand image and influence consumer choices. The focus is on providing information and assistance without being overly intrusive.
