As a leading specialist in point of sale displays we like to offer some easy to follow hints and tips on maximising the effectiveness of point of sale displays, so here are some really useful ones:
Make the most of your counter
Keep this area clear and tidy and use POS display simply but effectively; too much clutter and ‘noise’ and the customer will be overwhelmed. Planograms or at least a structured approach to the use of this space is essential.
Learn about traffic flow
Go on the internet for detailed research about how consumers behave, or better still watch what your customers actually do in your store. There are critical points where they are more receptive to point of sale – window displays and the entrance to a store for example, or where the layout of the stores allows them to see across several gondolas or aisles at the same time: your point of sale displays need to be at their most effective at these points.
Line of site
Line of sight is particularly important when considering where to place promotions. Research by shows only three percent of shopper fixation is on hanging POS material, while 55 percent is on shelf-edge support. Ensure that communication is located where people actually look, i.e. not high up above their heads – shoppers tend to gaze 20 percent lower than their actual eye level. Site lines change throughout the customer’s shopping experience – some of these changes are through habit, and some you have the ability to effect through effective POS displays.
Support your products and services with POS displays
New lines, new services and products are unlikely to sell themselves – if they do, then well done. It is likely they will need supporting with appropriate POS. It might be a simple case of saying how much it costs but more likely you will need something more supportive – branding, testimonials or aspirational photography; perhaps even a promotion or competition.
Don’t waste money on incorrectly placed POS
If the POS is not located where shoppers are in the right mode to receive it, they will not see it. In stores, shoppers switch from “location” mode to “shopping” mode as they walk move around. In ‘location’ mode they are (subconsciously) asking “what do I need and where is it?”, while in shopping mode they are ready to make purchasing decisions. Promotional displays sited where shoppers are likely to be in location mode (i.e. at the store entrance) therefore fail to deliver high on version.
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