Grabbing your customers’ attention is the holy grail of in-store marketing – and the creation of an effective POS display is key to achieving that. By catching your customer’s attention, you can start to generate engagement, sales and loyalty.
In this article, we explore some of the key considerations behind creating an effective POS display, so your business can achieve its aims. POS Goals First up, does your point-of-sale display align with your marketing objectives? Your signage is, after all, part of your marketing activity. As such, it should be part of a wider campaign that works towards your overall objectives. For instance, if you’re launching a new product, you might want to raise awareness with shoppers using an introductory offer. Aisle-end displays are a great way of doing that. They ensure your product is visible to potential customers, which, in combination with promotional pricing, could drive awareness and sales. Alternatively, you might aim to increase your customers’ average basket value. As such, you could highlight related products or services at the till point. For instance, if you have a DIY store, you might display leaflets at the checkout promoting installation services and ongoing support. Know your Audience Who are your target customers? By knowing their needs and wants, you can craft messages and visuals that appeal to them. While it might be tempting to say that everyone is a potential customer, you run the risk of being too broad and appealing to no one. Consider your ideal customer and what you know about them.
- What previous behaviours have they displayed?
- Do you know how your audience has previously engaged with POS displays?
- Are they interested in premium products? A luxurious display with gold foil and enticing messaging might appeal. Or maybe they’re into gadgets, so something high-tech and interactive will get their attention. Or maybe you’re appealing to children, so choose to use vibrant, bright visuals that draw their attention.
If you’re not sure, carry out some market research. Ask your customers about what they need and what they like, so you can steer your designs in the right direction. Is it eye-catching? Often, the most effective POS displays are bold and attention-grabbing. They stand out from other materials in the store, so customers can’t help but look. Quirky, novelty and unusual displays help. Think about your brand and how you can play on that. For instance, an ice-cream brand might decide to create a 5ft display in the shape of an ice-cream cone to draw customer attention to a freezer cabinet next to the till. Not only is the design bold, but it reminds them of the flavours and joy of eating their favourite treat. What’s the competition doing? It always pays to have an idea of what other players in your sector are doing. Not only can you learn from their activities, but it can also help you stand out at the till point. By being deliberately different, you can hook your target customer. Take note of what you see in shops, on forecourts and at the till for inspiration. What do you want customers to do? Ask them to do it. A clear call to action (CTA) tells your audience exactly what you want them to do when they see your POS display. Do you want them to buy your product? Do you want them to take a leaflet? Do you want them to visit your website? Ask them clearly and concisely. Phrases such as ‘find out more’, ‘visit the website’ or ‘take a sample’ are clear and concise and readers will know exactly what to do when they read it. Is your POS display fit for purpose? Ensuring that your promotional display is up to the job is essential to maintaining brand perception. If it gets scuffed, looks dirty, becomes dogeared or breaks completely, it can reflect on your brand, causing more harm than good to your reputation. If you have concerns about the durability of your display, speak to a POS expert. Here at BDH Tullford, we will happily look at your idea and give our professional feedback on achieving the best effect. We’ll give you the benefit of our knowledge, explaining the improvements we’d make and why, while making recommendations about construction. How are you going to measure effectiveness? The only way you’re going to know if your POS display is effective is by measuring performance. Consider using a unique URL or phone number in your call to action, for instance, so you can gauge interest in your display. Or monitor how many times you need to refill leaflets and materials held at the till point to see how many get taken. If it works well, you can repeat the activity. Need Help Creating An Effective POS Display For Your Business? From crafting an initial idea through to manufacture and installation, we’ve got the expertise you need to create effective POS displays. Call us on 01603 620780 today.
