Posted: 16 June 2017
Since the display requirements of big brands and big-box retailers are completely different from those of smaller businesses, providing the right POS display solutions for customers in their specific industry sectors has become a priority at DisplayMode.
But why is it so essential to get a retail marketing initiative right? According to Leon Edwards, “positioning your messages to the right people, in the right way” is critical in order to develop a consistent marketing strategy for a straightforward shopping experience, which will eventually bring you more sales and a higher ROI.
Considering that contradictory messages can confuse, distract, and overwhelm customers, who may leave without buying anything—as Graham J. Hooley, Nigel Piercy, and Brigitte Nicoulaud explain in the book, “Marketing Strategy and Competitive Positioning”, brands and retailers need to manage their POS advertising carefully in order to ensure consistency and coordination in their strategies, rather than confusion and contradiction.
The brands and retailers that are able to manage events at the point of sale or point of purchase well will gain a tremendous competitive advantage.
One important characteristic of POS displays is that they can be easily tailored to the needs of different local markets or trade classes, providing small and large companies with some very effective tools for targeting particular customer segments, including detailed buyer personas.
In today’s “experiential” retail context, the risk of developing a marketing strategy based on wrong assumptions, unrealistic expectations, and inaccurate perceptions about customers’ expectations is quite high. Focusing on what customers might want and, as a result, constantly implementing irrelevant marketing tactics can chase away potential shoppers, who will find what they need along with the service and attention they crave elsewhere. Not only will this have a negative impact on your sales and bottom line; it can jeopardise your company’s future as well.
Operating in the FMCG space predominantly, DisplayMode has the requisite expertise and experience to address the unique display requirements of different customers, ranging from big brands and big-box retailers to SMEs.
As a leading POS display solution provider, we use proprietary concepts and cutting-edge technology to create innovative display solutions that can engage customers and convince them to take the actions desired. To find out more about our products, services, and unique capabilities, please call our friendly team today on +44 (0) 1536 460805.
There are six articles in this Leon Edwards interview series: