Kumar was poorly received by a nearby Mom and Pop Store, while he was asking for a brand of his choice. As a result he opted not to buy any more from this shop and also developed some distrust on the brand.

Many a times brand sales and perception is affected because of behaviour of individual at POS. It’s the most critical point where all the efforts of R&D, Manufacturing, Quality, Branding, SCM and Sales are at stake.

Today customer wants pleasurable shopping experience, which keeps his self-esteem boosted. If we talk about FMCG, Electronics, Fashion categories modern trade stores have given importance to this feature. They train and motivate the people regularly to deliver satisfying shopping moments to customers. 

At “Mom and Pop” stores, an owner is generally at the cash point and keeps an eye on movements of the store. Shop Owner makes personal repo with local dwellers and ensure regular footfall. People prefer “Mom and Pop” stores for most of the small unplanned buying. For them it’s a place in neighborhood or across the street to walk down and be back. Ease of buying is to such an extent that – parents at times of urgency ask kids to get the stuff from store.

Here individual’s behavior at POS matters most, same person may responds differently to two different buyers in front of him.

Kumar was victim of shopkeeper’s bad behaviour which in turn resulted in no sale of brands of choice. Daily several Kumar’s go through such behavior and which may result in loss of sales figures for many brands, even though they are made easily available by large enterprises.

Should there be development, engagement programs for person at last level of sales process?