subject: Christmas And New Year Displays For Shops And Business [print this page] Big businesses are likely to employ expensive layout consultants and shopping psychologists to ensure that their stores are designed to maximise purchase decisions. However, you can reap similar benefits by employing high-impact point of sale displays in your store.
What Are Point Of Sale Displays?
Point-of-sale, also known as POS, refers to a specialist form of promotion that is typically found close to the checkout area. These types of sales promotions are designed to draw in customers who are already standing in line to make a purchase and to make them aware of special offers, new product lines or special forthcoming events such as January sales. These displays can incorporate a number of features, including dummy or display packs, mobile posters, banners, decorative shelf edging and designed stands.
For many smaller retail outlets, the majority of POS displays will be supplied directly by the manufacturer of the products. Many of these displays will also be set up, stocked and maintained by one of the brand's sales team. In larger stores, however, own-brand displays are more frequent and offer the retailer a chance to keep their brand experience consistent for customers.
POS displays are commonly used for lower-value and rapid-purchase items such as snacks and foods, magazines, batteries, DVDs and flowers. They are often used to promote items which the shopper may have otherwise forgotten or could easily be tempted to buy when they see it. Displays will tend to be branded and will typically be constructed from lightweight foam-board or cardboard, with a Perspex stand at the base. They are designed to be low cost, disposable and replaceable. Designers will make full use of the display dimensions to create a visually appealing and attractive stand which stands out. Lightboxes are common features and generally they use brightly lit interior tubes to illuminate artwork and make the stand more visible.
Remember that the POS philosophy can be applied whether you have a big budget or very little money to spend. Even without a branded stand, you can create a basket of promotional goods to sell at a special price, or re-arrange your store layout so that items you want to promote seasonally are located close to the till queue and in easy reach.
Watch how your customers flow through your retail space to determine how you want to lay out your display and remember that it must not disrupt the customer flow or cause accidents. Be creative and innovative and look for inspiration in other stores and in trade magazines. You're bound to find ideas for creating your own eye-catching POS displays and bringing in additional sales as a result.
