When it comes to marketing and sales, digital may be the trend but we still work, live and shop in a three-dimensional, physical world.
And, according to Pegasus Print Group Sales Manager Ross Muirhead, Point of Sale displays will always have a place in creating exciting, memorable and profitable shopping experiences for your customers as long as we live and breathe in a physical world.
Whether you realise it or not, you’ve probably been influenced by point of sale displays.
Maybe you’ve been tempted by the massive cardboard cutout of your favourite chocolate bar as you race to the check-out lane.
Perhaps that big energy drink in the middle of the aisle helped you realise that you really do need that afternoon kick.
Whatever the case, Point of Sale, or POS, displays have been around for as long as people have shopped in physical stores, and their longevity is a testament to their effectiveness.
The big brands keep pushing them because they actually work.
A prominent POS display gives you more real estate in the store, makes your products hard to miss and – when done creatively – can leave a lasting impression on customers long after they’ve left the store.
Of course, like most things in life, simply having a POS display is not going to guarantee success.
However, with careful planning and the right partner, you can maximise the opportunities that POS displays provide to deliver maximum performance from their use.
So, what are the things to think about?
First, you need to understand the intent of the POS display. What is the desired action you want from people who view the display? Is this display linked to a wider marketing campaign? What products will be stocked on the display?
Being clear on your objective helps make the rest of the planning easier.
Next, you need to think about the location of the display. And by location, we don’t just mean where in the store the display is going, but also what type of store it is going to be located in.
And finally, who is the audience for the display? To answer this, you need to think about the type of store that is going to host the display. What is their customer base like? Is that different to your intended audience? Does it mean a POS has to be tweaked differently from one store to the next?
So, what do successful displays have in common?
Firstly, they are exceptionally designed. Let’s be honest. A POS display simply has to catch the eye and turn heads. If it blends in with the store, then you may as well put your stock on the shelf with everything else. We live in the Instagram and TikTok era. If it’s photo or video-worthy, it might even make an impact digitally!
Secondly, they are immaculately manufactured and constructed. A flimsy production might not stand the test of time (or of kids running through the store!).
And, lastly, location, location, location! They need to be well-placed and installed. Can you get your POS display next to the checkout? Can it be the first thing people see when they walk in? Depending on your intent, you may need to think about where in the shop it is installed.
Whether you’re a POS novice or an experienced campaigner, keeping these things in mind can help ensure your next POS play is a successful one.
Need help with your POS display?
Chat to the expert team at Pegasus Print Group to learn how we can assist with all your POS display needs. Phone now 02 8822 0600 or visit their website at www.pegasusprintgroup.com.au