Point of sale

The place where our unconscious speaks

The point of sale has been transformed over time, beginning was placed in open spaces, market, where producer and seller were the same person. Later It moved into an enclosed space, where producer and seller are two different entities, here sold various types of product.

Today we are witnessing a return to the past through the company store, it’s reliving and perhaps even more so in the near future, its newfound youth.

But what is the point of sale? It is a place where two players encounter them for to meet their needs.

We try to give a fuller definition of point of sale.
"Place to accomplish an exchange between two or more subjects who met them. They try to give evidence to their needs, require to their interlocutor, to give satisfaction to their requirement. "

Now, if we consider that statement true, we can highlight the elements that characterize it: place, action of exchange, subject, communicative action, needs and satisfaction.

Each of them has a reason to exist and is synergistic to another. The exchange doesn’t exist without the place, the communication doesn’t exist without players, the satisfaction doesn’t exist without needs.

This is what is the action of sale, and its success is determined by the balance between the voices that compose it. So there is not selling action without point of sale and vice-versa. This means that every place is a store.

Have you ever wondered why certain locations promote trade?

Because in these places our defenses are reduced, as the contrast between pleasure and a sense of guilt.

The "point of sale" becomes a key mediator between desire and guilt. It’s the witness of action that our unconscious deemed not necessary, when dealing with non-primary needs, and its job is to mitigate the remorse generated by the purchase.

For these reasons it is important to build comfortable places, to do a targeted communication, which creates the need and the elements that help the customer to find a justification for purchase.

The point of sale is the place where we show our insecurities, aspirations and emotional states that generate internal conflicts such as: essential – superfluous - necessary - useless.

Torna Su

Da leggere:

Punto vendita quale strumento di comunicazione

Redditività della superficie

check up distributivo

Fidelizzazione

Consumatore

Centro commerciale naturale

Profilo Glossario