Posted: 29 November 2017
In a bid to help our customers achieve the success they desire, we provide them with expert knowledge through the continuous development and sharing of content that contains actionable tips and hints. Presently, we want to help brands and retail stores understand the elements that are key to the success of any POS display project, and as such, we asked one of our top design professionals Dave, to share insights into what makes a POS display unit functional and effective in a retail environment. Here are our findings:
Extensive research has documented the efficacy of POS display solutions in pulling in more sales and creating product awareness, and as such, many brands and retail stores have invested in POS display projects in a bid to reap their acclaimed benefits. However, deploying just any POS display unit may not get you the results you want. In some cases, a POS display project can backfire and reduce the volume of sales instead of increasing them.
Due to the competition from online stores and e-commerce stores, brick and mortar retail outlets should use every means at their disposal to boost their sales and generate more revenue. Having the customer come in through the doors of your retail store is a huge opportunity to gain the customer’s trust and loyalty and retain a greater share of the retail market.
POS display units act as creative marketing tools and showcase products in such a way that the consumer finds them irresistible. They are ideal for brand awareness campaigns and can be used to inform customers when there is an ongoing discount or promotional sales that they can benefit from. Due to their uniquely captivating look, these display units engage the attention of shoppers and provide them with an extraordinary shopping experience.
However, POS display projects can only be effective when they have been properly planned and all the details specifically engineered to appeal to the targeted consumers. To this end, one of our top design professionals Dave recommends that before embarking on a POS display project, brands and retail stores should ask the following key questions
Let’s digress a bit and assume that you engage the services of a custom furniture fabricator to produce a chair. For the fabricator to proceed with your project, he needs to know if the chair would be used by a child or an adult. Aside from this, the fabricator also needs to know the purpose for which the chair will be used. If the chair will be used by an adult, it should be of a particular height and the materials used should be durable enough to carry an adult’s weight. These are just a few of the factors that would influence the design and manufacture of the chair. The same applies to POS display projects since you need to specify who will use the POS unit and how the POS unit will be used.
The first question is critical in determining the type and format of POS unit to use. There are different POS units for different retail industries (groceries, electronics, etc.) and to get the best results, it is essential that you choose the unit that best represents your industry. After choosing a supplier, you must prepare a design brief that contains comprehensive and very detailed information concerning your retail industry and send them to the design team of your preferred POS supplier.
The brief should contain details such as the arrangement of the store, the size, weight, and height of the proposed POS stand as well as any safety or health restrictions that the POS manufacturer needs to be aware of. This helps the manufacturer to figure out the best and most effective POS design that will appeal to your customers while ensuring that it meets all your requirements and any restrictions you may have.
The second question must be answered when developing the design brief since it deals with the manner in which the POS unit will be used. It helps the POS design professional(s) to come up with a design prototype that will be functional and ideal for your retail space. This question is critical in determining the kind of materials to use and whether the display will be a temporary or permanent one.
Temporary POS units are usually promotional in nature and are intended for brands that want to undertake short-term marketing campaigns. For instance, brands who have just introduced a new product into the retail market can make use of temporary POS display solutions as part of their overall marketing campaign to announce the product to their target audience and precipitate more sales. The POS display unit can be used to highlight the benefits of the product while contrasting it with other competing products.
For such short-term campaigns, the POS display solutions need to be produced as quickly as possible, and the materials used (though adequate) aren’t as long-lasting as those used for permanent POS display solutions. Such materials are used to cut down on the overall cost of the POS display project.
To ensure the success of your POS marketing strategy, it is essential that you understand how the POS display solution will interact with your retail space and communicate your findings to the POS manufacturer. Also, any details that must be incorporated into the design of the POS display solution should be documented in the brief.
Once you have satisfactorily answered the two questions that are critical to the effectiveness of any POS display project, (i.e., who will use the POS unit and how will the POS unit be used), you are well on your way to achieving your POS marketing goals and objectives. The answers to these questions will help your POS manufacturer to come up with an effective POS display solution that will wow your shoppers while at the same time, incorporating all requirements and any restrictions you may have.
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