We all know that consumers go through a decision process when making a purchase. The first stage is where the customer ‘considers’ a set of brands based on previous experience and opinions. Next, they ‘evaluate’ these brands by reading reviews and comparing similar products. Once they’ve made their decision, they use this as another ‘experience’ to make an informed decision the next time round – retailers hoping that they enter the loyalty loop. Now, it is the ‘moment of purchase’ in-store (or online) that retailers need to persuade and influence customers to make their final decision.
Point of Sale design and graphics
If you visit any store you can see that the sales environment is highly competitive and your brand is surrounded by noise from other competitors. You need to make sure your brand is portraying the right message, which is where point of sale displays come into the mix. Consumer purchases can be triggered by effective and engaging in-store print designs. This might be at the till where a buyer throws an extra chocolate bar onto the counter or in the queue where they spot the latest blockbuster movie on DVD. It’s the Free Standing Display Units (FSDU’s) and Shelf Talkers that facilitate this and encourage consumers to buy, increasing your sales and profits.
Point of Sale and customer experience
But what about the rest of the shop floor? You want your potential customers to feel valued when they walk into your store; you want them to stay, browse and buy. Stores in 2013 are shaking up their four walls to create store experiences for the customer by keeping it looking fresh and appealing to their target demographics. Their experience needs to be an embodiment of your brand where they cannot just see it, but can touch, feel and engage with it. This might include large scale window graphics displaying aspirational lifestyle photography of a model wearing this season’s jeans. Or a sports brand that incorporates augmented reality into their latest urban campaign graphic wallpaper to give that innovative feel to the products.
Some electrical stores are integrating TV’s, tablets and phones with their wall displays to give an interactive feel. Consumers like to learn about the products before they buy and large informative displays means that you can display more credentials about your product, helping them make an informed decision. Light boxes are another popular choice for stores as they display backlit graphics on a range of materials such as paper, fabric and PVC. These substrates along with specialised printing techniques allow your brand imagery to look at its best, whilst a more practical solution means that store employees can change these easily each season.
There are so many options available to you when thinking about your point of sale displays and ultimately, by making your brand stand out in-store can trigger your customer to make that final decision at the crucial moment of purchase.
Point of Sale specialists
Here at Cestrian, we are specialists in retail Point of Sale printing and displays with extensive experience with some of the world’s biggest brands. Our specialist experience in large format graphics in the retail sector means that if you have an idea, you can rely on our team to give you a solution that brings your brand to life.