The final metre of the buying decision is the most important — and the worst worked. Visual merchandising, customer journey, in-store communication, events. The difference between a store that sells and one where people enter and leave.
Concept stores, gourmet, wine, quality products. Sectors where the point of sale is brand communication, not just sales logistics.
Wineries that offer visits and direct sale. The experience and the point of sale integrated multiply average ticket and sales ratio.
Restaurants, hotels, gastronomic spaces. The visual, the journey, the in-place communication — all affect buying decisions and experience.
Trade shows, permanent showrooms, pop-ups, ephemeral spaces. Commercial space design with judgement to maximise conversion.
Ethnographic observation of real customer behaviour in store. Flow analysis, frictions, blind spots, opportunities. Sales data by zone.
Application of neuroscientific principles to design: natural journey, visual attention, communication hierarchy, frictions eliminated, designed peak moments.
Production and installation of materials (signage, displays, in-store packaging, visual communication). Coordination with your team or suppliers.
Impact metrics: traffic, conversion, average ticket, time in store. Pre/post comparison. Monthly iteration to fine-tune.
Point-of-sale marketing is one of the investments with the best measurable ROI. Concretely:
Effortless cross-selling at the moment of purchase. Well-positioned complementary products raise AOV between 12 and 28%.
Eliminating invisible frictions (confusing spaces, poor communication, unnatural journeys) raises conversion at no additional marketing cost.
Stores with worked experience generate return and recommendation. Spontaneous reviews on Google and social that multiply free reach.
The point of sale communicates the brand aligned with web, social and advertising. Coherence the customer rewards with trust and defensible pricing.
Well-designed in-store spaces for launch accelerate the adoption curve. Without this, the launch depends on the customer who already asks — and that's slow.
Windows and façades with judgement attract traffic that would otherwise pass by. In commercial zones, this difference is between profitability and survival.
DO Ribera winery with visitable store. Journey redesign, in-store packaging, sales materials. Average ticket +34%, conversion on visits +22%.
El marketing del cerebro es más predictible que el marketing de la opinión. — Ángel Ortega Castro
Gourmet store with good product but generic point of sale. Full redesign with neuroscientific judgement. Month-on-month sales +28% with same stock rotation.
Industrial B2B company with product showroom. Redesign with narrative and technical judgement. Visit-to-close conversion ratio improved significantly.
Governance framework and quarterly priorities.
Operational translation with KPIs and owner per initiative.
Day-to-day campaigns, content and measurement.
Point-of-sale marketing work delivers particular value in these four scenarios. It's where the return is fastest and most visible:
If people enter and leave without buying, it's not a traffic problem — it's a point-of-sale problem. Usually a mix of poor communication, confusing journey and badly placed staff.
If the customer knows your brand from web or advertising and feels dissonance on entering the store, you lose brand value at the critical decision moment.
You have product that complements (wine and cheese, clothing and accessories, main service and add-on) but cross-selling doesn't pay back. A well-designed point of sale solves it.
If new products take time to take off despite marketing, the problem usually sits in the point of sale — they aren't seen, understood, or explained well at the buying moment.
Both, with different methods. Chains: protocol design + manual + team training so it's consistently applicable. Single stores: bespoke design with more creative freedom.
Not always. Sometimes the redesign is communication, journey and layout without major material investment. Other times investment in furniture or lighting is needed. Scope is defined by ambition and budget.
Yes, where it adds value. For complex or high-investment points of sale, eye-tracking and ethnographic observation with neuro techniques identify invisible frictions. For simpler points of sale, professional observation tends to be enough.
It depends greatly on surface area, complexity and scope. A mid-sized store falls within manageable budgets. Chains with many points scale proportionally — but the cost per point falls through economies of scale. We discuss in the first session.
This service is specifically for physical points of sale. For e-commerce there are parallels (UX, journey, visual hierarchy) but the discipline is different — we cover it in digital CX and conversion optimisation.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.