Stands and Delivers

Have you ever left a shop and realised you are now in possession of things you had no intention or perhaps even awareness of buying

? Things you never wanted, things you never knew you wanted or things you simply hadn't even heard of somehow leapt out at you, blindsided you and cajoled you lovingly into buying them. This is the power of point of sale displays.

Marketing products is no longer confined to multi-million pound television or magazine advertising, or even the relatively more recent shift to viral marketing. Instead, some of the cheapest and easiest forms of advertising involve hitting the consumer when their hand is already reaching for their wallet.

Launching new brands or supporting existing ones is all about customer awareness, and there's no better way to make a customer aware of your existence than to jump out and scream at them when they're right in front of you. Point of sale displays are usually found at or near a checkout, while other display stands may be scattered throughout a store and, when designed correctly, will attract the customer's eye, and hopefully their purse as well. While waiting in a queue, customers are more likely to be distracted and restless and therefore pay attention to anything big and bright around them.

Think about children how perfectly placed the small sweet sections are just before the till and how, once there, it's almost impossible for you to get out of getting them at least something. Well, we're all big kids and anything that effectively draws our eye will once again bring out that old instinct, a little voice calling up through the years, shouting I want it, I want it.' So next time you buy that item you never knew you wanted, it might just be display stands have worked their magic on you too.

Stands and Delivers

By: Dirk Rowell

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