How to convince the shopper to buy your product at the point of sale The client’s question Consumer product companies use a variety of communication channels to promote their brands, such as print, television, on-pack and in-store displays at the point of sale (POS). In each of these communication channels, it is important to understand how your message can best be put forth to the shopper to drive purchase. Inside the store, brands have only a few seconds to compel shoppers to choose their product over the vast array of other competing products. With this in mind, we were approached by our client, Sharon, from a global consumer products company. She wanted to know: “What is the single most important thing we can say globally (at POS) about our deodorant products to get shoppers to buy our

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