A company’s physical point of sale is not just a space to purchase products, but a real meeting place between the customer and the essence of your business. The goal is to offer an experience that leaves its mark, transforming a visit into a lasting bond.
But how do you design a point of sale that captures the customer and pushes him to come back and talk about your business?
Let’s see together the key points to create a memorable experience and encourage purchase
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An Efficient Sales Area: Facilitates Purchasing
While the experience is the focus, we must not forget the main objective: the sale. The path inside the store must lead the customer naturally towards the purchasing process.
> Offer personalized purchasing options, such as gift boxes or tasting packages. If the customer has participated in a tasting, make the newly tried bottles available near the cash register, to facilitate immediate purchase.
> Add small gadgets linked to the brand, such as personalized glasses or tasting accessories, which can be purchased as a souvenir of the experience.
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Shipping to the tourist’s home
It is known that a tourist, especially if he is traveling, does not have much space or desire to carry a large load with him, especially if it is delicate.
By offering the possibility of shipping the tasted products to the customer’s home in total convenience, you can offer a great treat. Making the memory of a day a habit by entering the domestic space of your enthusiasts is priceless!
> advertise the service accordingly, rely on the experts and change the experience of your wine lovers, offering exclusive comfort.
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Self purchase area
The idea of independence, many times, is almost more attractive for a customer. Finding yourself in a new space can feel confusing.
> Make interactive totems available to your customers, giving them the opportunity to manage the purchase independently.
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Special Offers and Loyalty
A point of sale is not just a place where you buy once: it is the beginning of a relationship with the customer. Offering special offers and loyalty programs can make a difference. Accessing the Wine Club for the first time during a tasting is the first step in connecting with the customer, in a relationship that lasts over time.
> Create exclusive promotions for those who visit the store, such as discounts on multiple purchases or offers on limited edition products. Offer a loyalty program where
customers accumulate points with every purchase, receiving exclusive benefits and discounted shipping.
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Collect customer data
During winery visits, don’t forget to collect your guests’ data. This precious information will help you create a personalized offer, making the relationship with each one unique and special.
> Send offers and coupons for holidays, birthdays and special periods during the year.
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Exclusive Experiences and Guided Tours
A good point of sale must be much more than just a shop. Guided tours of the cellar, distillery or brewery are an excellent opportunity to offer an exclusive and engaging experience.
> Play in advance: offer combined packages, such as “Visit + Tasting + Discounted Purchase, which incentivize customers to live the entire experience and purchase products at once and feel special.
> Offer coupons with wine club membership, which can be spent in the cellar, encouraging the on-site and online flow of your customers.
Special events, such as vertical tastings or themed evenings with experts, are a great idea to attract regular and new customers.
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Products Strategically Displayed
The display of products is essential to attract the customer’s attention and encourage purchase.
Each label must be valued and told.
To maximize sales, the wine shelf in a winery should be organized by type, region and price range, placing the most popular wines at eye level and premium wines in highly visible spaces to attract attention.
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Visual and Sensory Experience
The store must be a place where customers can experience with all their senses. The colours, lights and scents must contribute to creating a unique atmosphere.
> Use warm, soft lights in the display and tasting areas to create a relaxing environment. Delicately perfume the air with essences linked to your product, such as hints of wood for a winery or spices for a distillery. A truly immersive idea is to present the raw material so as to stimulate touch, hearing and smell linked to the initial product which will then be tasted in its final version. You can also think about inserting interactive videos that show the production process or tell the story of your company.
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Trained and welcoming staff
Your store team is the face of the company. Their hospitality and competence can make the difference in making the customer feel at home and accompanying them throughout the visit.
> Train your staff to thoroughly understand the history of your company, the production processes and the characteristics of each product. Make sure they know how to tell your story and answer customer questions with enthusiasm and professionalism, interacting in a foreign language (if necessary) and putting customers at ease. A trained staff is capable of transforming a casual visit into a well-thought-out purchase.
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Space for the Community
The point of sale can become a real meeting place for enthusiasts. Creating a space dedicated to the community strengthens the sense of belonging to the brand.
If possible, dedicate an area to special events, themed evenings or tasting courses. This not only attracts customers, but encourages them to
come back regularly. Per i clienti internazionali o quelli che non possono visitare fisicamente la cantina, puoi creare una virtual community that offers similar experiences.
> Organize online events, such as virtual tastings with wine kit shipping, or live-streamed wine training courses. You could also offer access to exclusive content, such as articles, videos or webinars on international food and wine pairings, thus creating a sense of belonging and involvement even from a distance.
Conclusions
A point of sale for a company must be much more than just a shop: it must be a starting point.
Don’t forget to make the most of your digital tools, they will help you with the data collected and also maximize your resonance.
Don’t be afraid to promote your product and tell your story!
The tasting must involve the customer in order to arouse interest and naturally stimulate the purchase, going beyond simple tasting.
And you? Have you already optimized your point of sale to guarantee an experience that the customer will not forget?
