Nowadays, the selling point is the first communication element of any store or service premises. A high volume of communications between the company and the customers take place in it, for example: communication between customers or users and company staff; messages in posters, corporate image, the way in which products are placed, etc.
For this reason, it is essential to keep all of these communication elements in mind when creating or reforming a point-of-sale. Whenever we decide to change elements of the point-of-sale, we should keep in mind what it is we want to communicate to the people who visit the store. Also, we should consider the way in which messages emitted at the point-of-sale contribute to reinforcing sales in the decision-making process of our customers.

Summary: 

1. Introduction
2. The Point-of-Sale as communication element
3. What is the Point-of-Sale Strategic Plan?
4. Key elements: segmentation and positioning
5. Which is the concept and how is the concept developed?
6. How to create a world of experiences in-store?  How to design a brand with personality?
7. Point-of-Sale Briefing
8. Visual Merchandising
9. Conclusions