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What you’re getting wrong at the point of sale

Adam Zuchetti
Adam Zuchetti
26 April 2016 1 minute readShare
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Getting sales over the line can sometimes be a tricky feat. Here are the most common factors businesses get wrong at the point of sale, which could be losing you sales.

Attracting new customers into your premises – whether as a retailer, hospitality business, service provider or anything in between – is often a struggle in itself. So the last thing you want is to have them head for the exit without purchasing anything.

According to marketing expert Steve Hughes, managing director of sensory marketing firm Mood Media Australia, businesses risk losing sales by not effectively engaging with customers on-site and by failing to convey their value on the spot.

“It's the combination of signals and ... If you walk into the store [as a customer], you need to be aware of the offering in the first place. If you're not aware of it, you're not going to be engaging in it,” he explains.Checklist on a clipboard

“I think this comes down to the whole omni-channel marketing that is now taking place. Retailers that do it across the board really well will engage their customers and connect their customers to the brand, because they'll push the messages out consistently across all forms – whether it's on websites, whether it's through adverts – and bringing those messages into the store.”

He adds: “The more that retailers can do that, then I think more effectively they can engage with the customers in the store.”

Steve sights franchise network Amcal Chemists as a prime example of a business that actively engages with people in-store to convey latest offers, upsell products and generally connect with its customers.

“They have something called Amcal Air radio station with some messages that goes in-store,” he says.

Hear more insights from Steve on improving the shopping experience for your customers on the My Business Podcast now!

What you’re getting wrong at the point of sale
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Adam Zuchetti
Adam Zuchetti

Adam Zuchetti is the former editor of MyBusiness and a senior freelance media professional, specialising in the fields of business, personal finance and property. In 2020, he also embarked on his own business journey – inspired in part by the entrepreneurs and founders he had met through his journalistic work – with the launch of customised pet gifting and subscription service Paws N’ All.

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