There is always plenty of advice and guidance aimed at helping retailers make the most of their point of sale displays. Retailers need practical advice which they can act upon without taking too much time or costing too much money. Here are some top tips to helping retailers large or small maximise their POS effectiveness – and that means more sales and bigger profits.
1. Customer Navigation
Moving customers around the store is the key to maximising your sales. Customers want to be able find what they came in for, whilst the retailer wants to move them towards other lines: sometimes new stock, higher margin items or reduced or sale items. Using point of sale and signage to navigate customers is an integral part of the customer experience. Navigation will begin before the customer enters the store with A-boards and window displays. Inside customers will tend to follow the same navigation as on previous visits unless there is a clear reason not to – poster holders, sign holders, signage and shelf tickets and barkers can all be used to move the customer around the store.
2. Signposting key product areas
Again this process will begin outside the store with clear signage and window displays. Combine overhead and eye level signage to indicate key product lines; make signage clear but attractive – the days of clip art and handwritten signage is long gone.
3. High margin items
No retailer wants to reduce margins unnecessarily but higher margin items will allow retailers to spend more on point of sale displays and still increase profitability. Bespoke POS can be considered or invest in retail display items. There needs to be a perception with the customer that it is worth paying the extra for these items, and effective point of sale displays will play an important part. Variety is an easy way to achieve success here: change the look of the display on a regular basis before the items become part of the furniture – for you and the customer.
4. Optimising to create a better consumer experience
If this sounds a little like jargon, it is should really be common sense for retailers. Regardless of the shop, every customer is looking for an enjoyable experience – even if subconsciously. Point of sale displays will help you create this experience – they will help to move customers around the shop so they can find what they want easily. They will help move customers to new products. They will give the impression of a tidy, clean and committed retail space. Point of sale will help you make the most of all retail space – ‘optimising’ that space for a better consumer experience as well as more sales per sq foot.
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