Retailers spend billions of pounds creating touch points for consumer brands. They create these touch points because studies* show that 76% of buying decisions are made in the store. According to FESPA, consumers are also bombarded by up to 80,000 visual marketing messages per day meaning that there is a lot of clutter and noise in the retail environment. With such a high degree of impulse buying and heavy competition, brands are under a lot of pressure to be creative with their point of sale design. So how do you make yours stand out?
Dig deeper with your customer’s profiles
Understanding that your target audience is female and of a certain age is great but do you really know what drives them? They don’t just want fake tan, they want bronzed skin whilst sat in a tropical paradise. They want energy drinks that will help them run the race of their life. Find out consumer dreams and desires and use those as part of the POS design.
Make it big
Ideal for food retailers, featuring big close-up shots sparks inspiration with the consumer as well as an appetite! It’s powerful because the consumer knows by the photography that’s what they’ll get – creating trust and authenticity.
Say more with less
Creativity today is all about value, so get more creative with your copywriting. Your competitor may have a long list of product features but if you put three key benefits in one tagline that’s the one the consumer will react to and take away with them.
When certain smells or sounds are triggered they send signals that the brain converts into buying impulses. This has been proven in many recent studies. For instance, if a consumer can smell a product this can increase sales by up to 45% whilst another study found that customers who pick up a product are almost twice as likely to purchase it. The conclusion being if more senses are engaged at that critical point of purchase, the better it is for your return on investment
With any point of sale you can incorporate technology – one of the biggest trends at the moment is incorporating printed backlight fabrics with LCD screens.Initially they were there for the novelty factor but now they are used in conjunction with print, to enhance key messages and buyer benefits.
As well as integration of physical technology with printed POS displays, there is now the merging of the virtual world and the physical store. Augmented reality has the ability to bring your retail displays to life. A recent example of this was an in-store poster of a model on a catwalk wearing this season’s fashion. By holding a smartphone app over it, the poster would turn into a video of the full fashion show through the phone screen. Technology we’ll definitely be seeing more of in the future of retail.
It’s all very well having ‘eco’ symbols all over your product but why don’t you prove it with floor standing display units (FSDUs) produced with materials made from a renewable resource which are 100% recyclable. Sustainability an increasing emotional benefit that is persuading consumers to buy.
Point of sale shouldn’t be a standalone campaign. It takes 6-8 touches for your target consumer to get to know you, so if they arrive at the store and have already been hit by print and TV advertising they’ll already be ready to purchase from you.
Point of sale display specialists
At Cestrian we love creating visual impact to lift your point of sale display graphics that little bit higher helping you stand out from the crowd.