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How point of sale display can help prevent losing at point of purchase

For Sale signMany retailers – large and small, ‘bricks and mortar’ and virtual – struggle when identifying how to convince customers to complete a purchase. Hitachi Consulting UK director of retail Chris Gates recently stated that he believes retailers can use data available to influence customers the moment they enter the conversion funnel. This applies to both stores and ecommerce businesses and POS display can play an important part.
As Hitachi, Ltd.’s (NYSE: HIT) global consulting company, with operations in the Europe, the United States and Asia, Hitachi Consulting is a recognised leader in delivering proven business and IT strategies and solutions to Global 2000 companies across many industries.
Chris stated: “Customers are looking for more informed purchasing experiences.” He adds a Hitachi survey of 1,000 consumers showed 90% regularly research products online prior to buying them, and 60% of smartphone customers’ research products in store, with this figure rising to 89% for men under 35. By having information on consumers’ preferences available, retailers can create personalised shopping journeys designed to provide information that informs final purchasing decisions.
The report stated that retailers also need to develop experiences that meet customers’ demands when they enter the store. The survey highlighted that 86% of customers will walk out of a store if a product is not in stock or if customer service is poor. In addition, half of customers will leave a store due to a previous bad experience with the brand and almost one in four will abandon purchases if the checkout process is too slow.
Improving the in-store experience is therefore key to minimising the risk of losing purchases. While there a many technology-driven aspects to this, good old fashioned communication through retail and point of display still plays an important role. Customers are always looking for confirmation that they are buying and display can help in many ways. Firstly, clear product information will build confidence in the product range. Secondly, pricing communications confirms they are getting good value (and a reason to buy today) and, thirdly, general brand communications emphasises that they are buying from a reputable retailer.
Remember to watch this space as we will be releasing a range of great blogs over the coming months. Our readers can also find our Wrights Plastics GPX Facebook page at For all the latest goings on, you can keep up-to-date with Wrights Plastics GPX on Twitter And we also now have an Wrights Plastics GPX Google+ page live at

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