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Effective Point-of-Sale Displays: Creative Tips

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  • 17th December 2013

The sale of your product depends a lot on the point of sale displays you choose. It is common for great products to be let down by ineffective POS displays and for average products to get a lot of attention because of an effective POS display. As a rule of thumb, just put yourself in the position of a person who is seeing the POS display of your product and analyse your own reaction. Does it stand out from the competitors? Does it get the desired attention? Is it banal or interesting?

Point-of-Sale Display Ideas

Samsung Point-of-Sale Display

The following are some tips for creating effective point of sale displays –

Bold Can Be Brilliant – The POS display should be such that when people walk across it, they should immediately stop to read it. In fact, there are times when people are waiting for the bus or a cab and they look around but the POS displays are too dull to catch their attention. Thus, bold can be beautiful and that is especially true in the case of POS displays.

Make sure that bright and brilliant colours are used. Plus, the font should be compelling and easily readable. Not only do you have to ensure that your company’s branding and POS display look in sync, it also needs to stand out from your competition’s display. Think of it like this – your POS display is representing your brand and it should look good enough to do that effectively.

Benefits of the Product Should Stand Out – An effective POS display is not just about great looks but also about the message it states about the brand and the product. Most people want to know how the product would make a change in their life and this is what the POS display should focus on. For example – if it is an anti-ageing cream, it should talk about the after effects of using the cream. Also important is the time it would take for the product to work. For example – it could take a good anti-ageing cream anything from a week to a month for showing the desired results.

If you have multiple products in the same product line, like a range of hair care or skin care or ski wear etc. then the POS display needs to emphasise on the fact that the results would be much better if the entire range is used. For example – using a brand’s shampoo often involves using the same conditioner and then the same hair serum from the said range. It provides all round care and the POS display needs to say that.

Be Concise But Explain How The Product Works – Most people do not have the time to stand for more than 2 minutes in front of a POS display and read through the entire information. Therefore, you have to choose what is important and what isn’t because everything that goes on there needs to provide some value, keeping the customer interested. This is why it is important to be concise. Explaining how the product works is often a good selling point because consumers like to know that information. For example – the thing that makes a particular shampoo better than other shampoos needs to be on the POS display of the product. Using illustrations creatively can often do the job.

Interactive Display Is An Instant Winner – Most companies have started incorporating QR codes in the POS displays because it is not just a better idea but also pretty practical. Everyone has a smartphone these days and by scanning the QR code in their phones, people can be taken to the product’s website where more information can be obtained, or they can be simply taken to the YouTube video of the product. Many brands give people a bonus for scanning the code and take them to a secret location on their webpage which reveals interesting discounts and schemes related to the product. This makes the POS display an instant winner in the eyes of the consumer.

Apart from all the above tips, it is important to be creative with the POS design. Play with the font and the colours a little and brainstorm different design ideas. Sometimes, it also helps to keep an eye on the current design trends for better ideas.

Danny Chard is the Managing Director of Assigns Point-of-Sale and Digital Display Systems

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