Everywhere you go in the retail world you see displays and other POS material spotlighting the various brands and products. Some shops take a subtle approach, others are quite bold about it. An excess of POS stands and messages causes a different shop experience. Whether the consumer is searching for a specific product or simply taking a look around does not matter. In both cases it is the right POS material that results in a purchase. In so doing it literally and figuratively provides sales support. But how do you make sure that POS material brings more returns?

POS material is practically always ‘branded’, meaning in the brand’s colours and house style. Because this material is to stimulate a sale, it often includes action-specific messages. Yep, it’s initially about ‘establishing a connection’ with the shopper. You then want them to proceed with the purchase.

POS material is usually designed in line with the advertising campaign, making it action-oriented. This obviously depends on the product. Fast Moving Consumer Goods are usually presented more emphatically and ‘loudly’ than design objects with added value. A lot also depends on the specific objectives. Do you want your POS material to bring more returns? Have the display, product, brand personality and objectives perfectly coordinated with each other.

Obviously not all displays will perform equally well. A/B testing of your displays is needed to get the best out of your POS material. In other words: test two or more different versions of a banner or display. Leave the display that brings the highest sales figures out longer. Or continue with its elements for the development of your next display…

With A/B testing you measure the impact of the displays or banners on the shop visitors. You then see for example that the message that hits home first consciously or subconsciously has the biggest impact. What do customers mainly look out for? Well, according to research negative wording like “Do not miss this offer!” often does better than “Now with extra offer”. This is simply because the consumer does not want to miss out.

Here again the same tip applies: test different slogans and see what works best. Which font size and colours? Let the consumer tell you.

Correct use of POS material is even more important than the correct design and the correct message. Make sure that it is not left unused in the warehouse. That’s stating the obvious. Maybe. But we will carry on repeating it until the amount of unused POS material is reduced.
There are so many – bad – excuses for leaving the POS display in the warehouse: too tedious to set up, tattered, unsightly... A pity, because POS material results in extra turnover.

So it’s only in your interest to supply material that retailers enjoy putting up. Because it is easy to assemble. Because it looks good and keeps looking good. Because it can withstand rough handling. Because it is easy to recycle afterwards.

Tip: involve your retailers and check whether your POS material is actually and (properly) being used.

The correct place in the shop makes a huge difference. Does position A lack in effect? Position B – or position C – might be a better idea. Again, this is not an exact science. Test and allow the consumer to show what works and what does not. Follow his guide.

So choose stands and displays that are easy to assembly, disassemble and transport. Pay attention to the dimensional stability and the capacity to also bear a weight over a longer time. There is nothing worse for your returns than a collapsing or crumpled display.

Found the tips above useful? And looking for a display that will bring you more sales? Get to know Ursus. This display in cardboard is attractive, functional and boosts your sales.