Picture the scene – We’re in the computing section of the store and after some considerable time we’ve narrowed the choice of laptops to just two. Truth be told, we didn’t know the difference between a Rockchip Processor and Intel Celeron or what eMMC meant, but nevertheless we made our choice.

Decision made and with our eyes no longer focused on playing spot the difference between specification lists, we caught sight of the cleverly positioned leaflet just behind the row of laptops. Firstly, I noted that the leaflet was inside one of our C110’s (sad I know, but when you work with Taymar brochure holders day in day out, it happens). Next we took note of the leaflet itself which was advertising an impressive looking printer that was on special offer. We have a printer already and we certainly didn’t go in with any intention of buying a printer but there it was, a much newer, much posher printer and one worthy of being wirelessly linked to our fantastic new laptop. We took the leaflet, wandered over to the printer section and… bought the printer! Cross-sold hook line and sinker by a C110 and leaflet cleverly put there on the instruction of the company’s marketing department no doubt.

When you buy a product online you are often presented with a selection of other complimentary products or ‘customers who bought this also bought…’ products – Cross-selling. This principal is exactly what was used next to the laptops with the C110 and leaflet. Sales literature is worth its weight in gold but equally important is how and where it is displayed in-store. This experience proved it. POS literature is your silent sales person and when it is done right it will cross-sell other products in the store.

It turns out that the printer is great.