Creating Stand Out Retail Point Of Sale Displays
With brands fighting for shoppers attention, and online shopping at an all-time high, creating stand out retail point of sale displays that grow sales, educate your target customer and create visibility for your brands is more important than ever before.
As a retailer, or a manufacturer selling into retail, you naturally want to capitalise on any opportunity to stand out in the retail space. In a world of small margins, it’s the fine details that often make all the difference which is why you need to ensure that your point-of-sale display is designed to make shoppers take notice.
A survey in the US found that 80% of consumers admit to making impulse purchases. Interactive displays and targeted marketing messages can significantly increase conversion rates. If brick and mortar stores can increase average conversions by 1%, this could result in a 10% boost to revenue.
Creating stand out messaging in store in advance of a new product launch.
An eye-catching point of sale design allows you to create a better experience for shoppers through visual merchandising. These capture the attention of impulse purchasers, deliver timely messages and alert them to products they might like to buy. To work at their best, they need to be well designed.
Here’s how you can create a dazzling in store marketing experiences to increase sales, drive brand awareness and customer loyalty and reach new potential customers.
Design your point of sale display with target customers in mind
Every store’s customers are a little different. They vary in what they want, how they behave and what they’re willing to spend their money on. Think about questions such as:
- Are they interested in premium or budget product? Are you showing a new range or do they need more detail to buy?
- How have their behaviours changed in the past, and do they change during the day?
- How have they previously engaged in POS displays?
- Have they modified their buying habits due to specific sales promotion?
- Do you want to offer free sample to help convert, how will you do this?
- How do you differ to the competition? Would QR codes work, or augmented reality to grab customers attention?
- What’s the ideal space in store, where’s the best footfall?
Use of technology to educate consumers at retail
Whether or not you know the answers to this will depend on how much data you have and what you need to draw customer attention and create stand out at retail. You might want to upgrade your CRM systems to improve sales analytics. This could give you insights into any changes in sales patterns, such as if a particular product started selling well when given POS support.
You might also directly engage customers by asking their opinion through research– such as if they had ever acted on messaging from POS displays. If you are a manufacturer, preparing in partnership with a retailer, will ensure your execution meets their specific customer needs and boost sales.
Consider your goals for your sales display stands
A common mistake among all business owners is to think of different parts of their business in isolation. POS signage should be seen as part of your marketing strategy. As such, it should align with other promotions you’re running. For example, if you’re currently running a special offer for a certain product range, you might reinforce this with POS signage and eye catching display when people arrive in the store to encourage shoppers and grab attention for relevant products.
The fact is that point of sale displays drive sales, and even more so when the product is super relevant to your audience.
A study undertaken by the Advertising Research Foundation found that even simple POS displays increased sales by 12%-27%. At the same time, an inflatable or mobile POS display increased sales of products, on average, by 40%. They also found that if the POS display promoted a specific in-store offer, movie, holiday, or other, the sales increased over 65%.
What action do you want your customers to take?
Your point of sale marketing campaign should always focus on what you’re specifically looking for customers to do. As with all marketing efforts, some of it will be short term, and some will be long term. While the immediate goal is to encourage someone to make an impulse buying decision, it’s worth considering how a memorable point of purchase can help create effective brand awareness.
A sales display POS can also influence long-term buying behaviour by encouraging people to come back and try other related products and also helps to support brand loyalty.
Creating a POS that stands out
As consumers, we’re all used to having marketers compete for our attention. Within a retail environment, where competition can be fierce, it’s only the strongest and most diverting messages which stand out from the crowd. Quirky or memorable displays often help you to stay on top of customers minds and drive sales.
For example, if you’re trying to encourage people to buy soft drinks, you could have a display in the shape of a bottle. This will draw attention and give a visual prompt to the customer about what they are buying. This also helps retail staff recall your product as a driver for the category if they offer a large range of products ie in supermarkets.
Digital POS also helps to create interest and drives attention. In a retail environment where experience is everything, digital displays can help you to open a “two-way” conversation with your ideal customers without the need for high staffing costs.
Keep your point of sale in good condition.
Appearances are important. Every shop needs to maintain a clean, professional image. If your POS visuals aren’t enticing, you’ll be more likely to fall short of your goals. If it’s damaged, it will affect the customers’ impression of both your business and your products.
The key is to consider how much longevity your POS needs. If you’re creating a free standing display unit for a short promotion, it may be that you just require an affordable stand for a 2 week campaign for example which can be made of heavy grade card, that will do the job for a short time. However, if you want to reconfigure and adapt your POS display with different accounts, it’s worth considering a longer-term solution, even for free standing displays where you need something easy to install, and easy to move to different locations in-store.
The T3 system allows you to adapt your configuration and design for point of sale displays for a range of in-store areas. As a manufacturer perhaps you can provide a new higher grade point of sale display to your customers, which can be merchandised easily in-store and move to a different account for each specific promotional window you have set up, either on a purchase basis or our unique rental offers. Perhaps you are a retailer, so our rental service could also benefit you, where you can rent the space to multiple manufacturers but utilise a higher quality specification?
Keep it consistent
A point of sale display forms just one part of your overarching marketing strategy. Therefore it’s essential that you keep brand messaging, design and feel consistent. Creating a design that fits with other platforms such as your social media channels, TV advertising, website branding, or product packaging helps you comment your brand in the minds of your target audience.
What options are there for retail POS displays
Ultimately successful retail POS requires smart placement of products in retail stores, normally in display material for stand out or secondary siting to reach new customers. The possibilities really are endless, but some examples include:
- Pop-up shops.
- Interactive point of sale materials
- Eye catching hanging signs
- POS at till point such as a CDU (counter top display unit)
- Aisle display such as FSDU (free standing display unit)
- Retail shelf barkers & fins (creating a destination on shelf)
- Clip strips for secondary sitings
Think about the commercials & reuse opportunities
With budgets ever tighter in the retail sector, and the sustainability message more important than ever Tecna UK has developed a bespoke range of rental offers for all your needs, where the branding can be easily updated at the end of each campaign with a new brand or CTA through reprinting easy-to-replace fabric panels – the ultimate result could mean you banish the pesky card FSDU (free standing cardboard display unit) from your shop floor or from your merchandising process with your key accounts – this means you or your account will have clearer aisles for footfall & tick the sustainability box in the process.
Can you repurpose your sales display units elsewhere – either in your showroom on on your exhibition stand as a way to encourage sell in? Everytime you reuse you get another opportunity to sell benefit and bring down the cost per usage.
How can Tecna UK help?
Send us your scribble of your next retail project for creating engaging POS displays and see how we compete. We can interpret any retail brief and come back with a quote within 24 hours. Put us to the test, any time!
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