How do you test and iterate your point of sale design based on customer feedback and behavior?

1 Define your objectives

Before you start testing and iterating your POS design, you need to have a clear idea of what you want to achieve and how you will measure it. For example, do you want to increase awareness, trial, loyalty, or basket size? Do you want to improve customer satisfaction, retention, or advocacy? Depending on your objectives, you will need to define relevant key performance indicators (KPIs) and metrics, such as sales volume, conversion rate, repeat purchase, or net promoter score. Having a clear and measurable goal will help you focus your testing and iteration efforts and evaluate your results.

2 Collect customer feedback

One of the most important sources of information for testing and iterating your POS design is customer feedback. Customer feedback can help you understand what customers think, feel, and want from your POS design, as well as identify any pain points, gaps, or opportunities for improvement. You can collect customer feedback through various methods, such as surveys, interviews, focus groups, reviews, or social media. However, you need to ensure that your feedback is representative, unbiased, and actionable. To do that, you should segment your customers based on relevant criteria, such as demographics, psychographics, or purchase behavior, and ask specific, open-ended, and relevant questions that elicit honest and constructive responses.

4 Test different variations

Once you have collected and analyzed customer feedback and behavior, you can use the insights to create and test different variations of your POS design. Testing different variations can help you compare and contrast the effects of different elements, such as colors, shapes, sizes, fonts, images, messages, or placements, on your KPIs and metrics. You can test different variations through various methods, such as A/B testing, multivariate testing, or split testing. However, you need to ensure that your testing is systematic, controlled, and scalable. To do that, you should only change one element at a time, keep other factors constant, and test on a large and representative sample of customers.

5 Iterate based on results

After testing different variations of your POS design, you can use the results to iterate and improve your POS design. Analyzing the data and identifying the best-performing variation based on your KPIs and metrics is key. Implement the best-performing variation as your new POS design and monitor its performance over time. Repeat the process of collecting feedback, observing behavior, testing variations, and iterating results until you reach your desired outcome or a point of diminishing returns. Iterating based on results can help you refine and optimize your POS design based on what works best for your customers and objectives.

6 Learn and apply best practices

Testing and iterating your POS design based on customer feedback and behavior is essential, but it is also beneficial to implement some general best practices that have been proven to be effective in shopper marketing. These include aligning your POS design with your brand identity and value proposition, using messages that clearly communicate the benefits and features of your products, creating contrast and visual hierarchy to attract attention and guide customers, leveraging emotions and social proof to influence customers’ attitudes and behaviors, and providing convenience and value by making your POS design easy to access, navigate, and purchase from.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?