One simple method of driving increased retail sales is through the strategic placement of Point of Sale (POS) displays. Point of sale display packaging focuses on the promotion of a single product, or several products usually belonging to the same brand; however, they are also used for promotions, seasonal goods and special offers. Stands are typically designed around the strong brand image associated with the products being advertised, in order to capture the attention of passing consumers.
The design and packaging of Point of Sale displays may vary, depending upon what best suits the placement of the display and the product on offer. Smaller products, such as confectionery, often use shelf edging for example, due to the small size of the product type. Other types may include display stands, mobile stands, or simple wall advertisements such as poster or banners.
Choosing the appropriate display and packaging for POS items is not always as straight-forward as the size of the product or the area in which to be displayed. Retailers would want to also consider other factors, for example, the risk of displaying expensive products in an area of such high traffic. In this case, using dummy packs – empty packaging carrying the same branding and logo of the product – can be beneficial. This is often employed for sales of high-value alcoholic spirits, for example.
Another benefit of POS displays can be in following the trends of the current season, such as during the festive season, Easter, Halloween and so on. Packaging that correlates strongly with the relevant holiday season can greatly enhance sales, as consumers are constantly on the lookout for a bargain befitting the season.
In any case, it’s essential to ensure that packaging is eye-catching and designed to a high quality. The packaging and POS display is what is primarily responsible for selling the product to the customer and for advertising the particular item on sale. If the quality of the packaging or display is poor, then this will not inspire confidence in the buyer that they are purchasing a quality product, and thus sales are likely to be negatively impacted.
Imagery is important, but it’s also important to ensure that the display or packaging contains important product information, for example, price tags, promotional information (buy one get one free; 2-4-1), as this information further helps to drive sales, particularly where there are free products on offer for a multi-buy or a considerable reduction in price.
Aside from strong Point of Sale displays and packaging, there are other techniques retailers can use to encourage impulse-buys for consumers at the checkout. Paying close attention to the time of year, the weather and so on, are also useful techniques. This may mean positioning umbrellas and wellies by the checkout in the wet weather; sunglasses and cool drinks in the summer, and cold and flu medications in the winter.
Reacting to all of these external factors and understanding the customer can help towards increasing sales margins from Point of Sale products and displays.