Monday, January 30, 2012

POS Display

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POS displays are printed media, placed around a retail outlet, which will communicate directly to the consumer. They are specifically designed to capture the customer's attention and direct them towards special and promotional offers. These displays are a crucial part of sales promotion and vital for a businesses' growth.
There are various hot spots throughout any retail outlet and it is here where the POS display is most effective. The checkout area is an obvious placement area as it has probably the most visual traffic. This also has the added bonus of having customers waiting in queues - which is more time to see displays, which will usually include the promotion of impulse buys such as magazines and confectionary. Another popular hotspot will be in and around the entrance to the retail premises. Usually space here is not so limited so ideal for large stands, dump bins and open pallet displays.
There are other sites throughout any store or shop and these places should be identified. Again the checkout area and entrance should be concentrated on, but also highly visible walls and windows. Also POS design plays a big part of any campaign and displays should be highly colourful, fully branded, clear and uncomplicated. These decorative displays can appear in many shapes and sizes including basic shelf edging, display stands, mobiles, posters, banners and even dummy packs. Always the key element in the creative design of any display is to be visually appealing and eye-catching.
The main attributing factor to the success of any POS display is that it is set up at the customer's eye-level - then after direct eye contact with a display - they can then view horizontal and vertical. Often a larger retail outlet will highlight the hot spots by carrying out surveys showing the high to low areas of visual traffic. Again the checkout lane will be an area to fully concentrate on but also the customer service counters.
To compliment POS displays you should always situate products, where possible, on the ends of counters and the front of shelves where the consumer will notice them. Also remember to position products on temporary card displays and pallet displays safely in high traffic areas.
Regardless of the size of your retail outlet POS displays are an essential tool in sales promotion. All retailers can profit from having properly situated displays, informing the public of newly launched products, sales offers and seasonal promotions.

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