How to make your POS effective?
The CP arts Guide to outstanding POS Displays
Go into any high street shop or super-store and you will be bombarded by displays vying for you attention. So how can you make POS effective?
A 2013 study by Nielsen showed that 72% of new product awareness is driven by in-store activity such as POS. It also plays a vital role in the overall marketing mix. Use of an in-store POS unit will drive sales up by as much as 120%.
POS is a very important part of the marketing and packaging mix – but it is not simple to produce. CP arts can help overcome a number of issues, in order to deliver a successful display solution.
Meet Store Guidelines
There are strict guidelines from supermarkets around size, design and form of POS. Therefore brands now have to work harder to be creative within these stringent guidelines. Other outlets may have constraints associated with counter top space etc. Do not forget to take into account product dimensions, and ease of re-stocking (splitting a delivery pack leaving overs is not popular).
Stand Out From The Crowd
The key thing to remember, when designing POS, is that there is no “one size fits all” model. The main rule is that your POS has to stand out from the crowd and grab the attention of shoppers. Within each product category, the way that you achieve this will be different. If the packaging in your category tends to be paler, pastel colours, then a bright, bold coloured POS should have impact but if packs typically use bright and bold colours then unexpected shapes and materials will be better.
Displays need to work within their selling environment. Poor print surfaces in store or constructions that are too small, fail to have the proper impact.
The “See, Stop and Sell” Test
To make your POS effective, the best displays have to pass the “see – stop and sell” test. The display must stand out so that the shopper sees it; it must be enticing, so that the shopper stops to take a closer look; and the final test – is the shopper sufficiently motivated to put their hand in their pocket? Does the product sell? Remembering these three simple steps will ensure your POS does not fail.
The rule of thumb with POS design is keep it simple as the average shopper spends only seconds looking at POS.
However, just because your POS is there, does not mean they are guarenteed to see it. Joe Schurtz, executive vice president at Perception Research Services, says that all too often brands believe that shoppers are guaranteed to see their POS material, but that’s not necessarily the case.
When using a ceiling dangler piece of POS material it needs to be large and obtrusive so that it cannot be missed. Position floor graphics in open areas or aisle ends so that they do not get overlooked.
Online shopping, is a continued threat to “bricks and mortar” stores. Brands are now faced with the challenge of standing out from the crowd in an online store. In-store POS is one of the best ways that brands can win new customers – after all, the majority of consumers still visit a high street supermarket, despite the rise of online retail.
Retail Ready Packaging – RRP
According to Pira, the global value of retail ready packaging (RRP) is set to reach $63.4bn by 2017. In such a growing sector, CP arts can bring our POS display expertise to the functional need to protect consumer goods. In the future we are seeing brands developing RRP in parallel to primary packaging, to ensure the two work in harmony. RRP can obscure elements of pack communication; knowing this will inform which messages the RRP needs to bolster. Effective RRP can boost brand impact. Poor quality packaging can damage it.