Trade marketing at the point of sale

Did you know trade marketing could be your secret weapon if you have a point of sale?

Many businesses with a physical store focus on improving their digital presence or social media. However, there is a strategic tool that, when applied correctly, can make the difference between a business that survives and one that truly sells, connects and retains: trade marketing at the point of sale.

What is trade marketing and why should you care?

Trade marketing sits between marketing and sales. Its goal is clear: to improve the shopping experience at the point of sale and directly influence the customer’s decision. It’s not just about making the window look good or having a one-off promotion — it’s about designing a strategy that aligns your business, your communication and your physical space so that every action counts.

Applied smartly, trade marketing at the point of sale can help you:

• Increase sales without large investments.

• Make your product stand out from the competition.

• Create a memorable and brand-coherent shopping experience.

• Launch promotions with real impact.

• Measure what works and what doesn’t in customer behavior.

Do you have a point of sale? Here are 5 practical ideas to kick off trade marketing now:

1. Optimize the customer journey

   Watch how customers enter and move around your store. What do they see first? What catches their eye?

   
   

2. Highlight strategic products

   Place key products (new arrivals, promotions, high-margin items) in hot spots.

   
   

3. Create experiences, not just displays

   Let customers touch, smell, hear, try… The more senses you engage, the stronger the emotional connection.

   
   

4. Take care of communication at the point of sale

   Use clear, visual messages to explain benefits — not just prices.

   
   

5. Do small actions with big impact

   Workshops, tastings, raffles, demos… simple but aligned with your brand.

If you have a point of sale and feel you’re not making the most of it, it’s time to act.

At Pit Lane Advisors, we help you turn your space into a strategic extension of your brand through trade marketing at the point of sale that connects with your customers and multiplies your impact.

Want to find out how? Write to us and let’s talk about your business. No commitment. With vision. With strategy.

Boost your store