Published on: 02/29/2024
From concept to conversion: The efficiency of POS displays exposed
In the endless sea of choices presented to consumers every day, the retail floor is the battleground where brands and retailers fight for attention and sales. In the midst of this challenging arena stands one powerful weapon that is often overlooked: the POS display. In this article, we dive deeper into the efficiency of POS displays and reveal the hidden treasures they can unlock on the store floor.
Impact on sales
There are numerous calculations at hand to calculate shelf returns in, say, a supermarket. From these, you can get the shelf elasticity, or the impact of the amount of shelf space on product sales. In a sense, a POS display increases shelf space on the store floor, but it is much more than that.
The often tactically placed displays are printed from head to toe with campaign graphics or other brand-related visuals. Since 60% to 70% of supermarket purchases are decided only on the store floor, POS displays play a major role in this.
The calculations for an ROI are different for each display. These include in-store placement, how the campaign connects with the target audience, the type of display and the cost.
Many indirect benefits
The real return is not just in product sales. When a POS campaign is executed properly, there are numerous benefits:
Your products are visible at the right time and strongly presented here
A new product can be introduced to your target group at lightning speed
It reinforces an ongoing campaign that is visible in parallel on other channels
Your customers can fully experience the products with the right type of display
There are numerous indirect benefits that POS displays offer. As a result, a POS display can increase return on sales in multiple ways.
Effectiveness of design
The design of a POS display is a crucial factor in its success on the store floor. Thoughtful design can make the difference between a display that goes unnoticed and one that attracts customers and spurs them to action. Layout, colors, branding and overall aesthetics all play a role in creating an attractive and impactful display. Moreover, a well-designed display can reinforce brand perception and convey a sense of quality and reliability. By investing in a strong design that seamlessly aligns with brand identity and target audience needs, brands and retailers can maximize the potential of their POS displays and increase sales.
The final component is quality. Nothing is more disappointing than paying a lot for a display campaign that then looks dismal in-store. Broken or crooked displays can even contribute to brand erosion. So always opt for quality and make sure your products are always properly displayed.
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