As a marketer, one’s main job is to make sure that their product stands out from the rest on both online and offline and especially retail. One pours all the time and resources while launching a new product or even maintaining the brand value in the market. But, it’s a long process and often a difficult choice to make whether one should really go for a POS display stands or not? If yes, then when and what kind of display stand suits the best?
This article focuses on answers from some of the renowned brands from 4 sectors like FMCG, Alcohol, Pharma and Beauty on the importance of POS display units and what do they consider while selecting a POS (Point of Sale) unit.
FMCG
POS display stands and fixtures helps them to boost the impulse purchase. They focus on 3 type of trades, namely General trade, Modern Trade and Wholesale. Often, they pay more importance to modern trade, followed by general trade and wholesale depending on the brand value and sales. They make sure that POS (Point of Sale) are attractive, durable, cost effective and easy to install. Chocolates, magazines, cakes, etc depends on impulse buying and right placement of POS matters a lot for them. They tend to invest more in Modern Trade compared to General trade and Wholesale. In general, POS accounts for 40% increase in sales compared to just keeping the products on the shelves.
Alcohol
POSM display stands play an integral part in retail visibility. For them presentation matters a lot as they are prohibited in advertising in some media. Irrespective of a mass brand or a premium brand they are willing to spend on POS units as a unit like Floor Standing Unit, counter top unit, shelf branding, danglers or standees they like to be on top of the mind of the customers. They have seen that by using various POS units, their sales have increased to 3x even though it’s kept for a short duration.
Pharma
POS display stands and fixtures work majorly for Over the counter (OTC) medicines. Top of the mind plays a major role for them. However, off let they are using various POS display promotional units like standees, promotional table, kiosks, posters and fliers to educate patients in the Doctor’s chambers. Many Pharma companies are looking for innovative solution to market their products to both Doctors and consumers. They believe in “Spread awareness, more diagnosis and in return more sales”. On an average, POS display stands and promotional display stands boosted their OTC sales by 1.5x.
Beauty
They have mass products as well as premium salon ranges. Mass products more or the less works like FMCG products and they look for attractive yet cost effective POSM display stands. Which is not only beneficial for retailers in terms of installation but also attractive enough to pull the attention of the passersby. In case of Salon Industry, POSm display stands proves to be a vital role in highlighting the brand. They go for premium finish units and cost is the secondary factor. They don’t prefer to invest in standard units and look for innovative and unique POSM display units. Their sales increased by 20% by using customized POSM display units last year compared to the previous year.
From the insights of all the 4 sectors mentioned above, one thing is certain that POSM display plays a vital role in boosting the sales. But you hold back yourself on investing in merchandising looking at the short term and ignoring the benefits in the long run. The hunch is valid and necessary too sometimes. But the more important question to ask is that by not investing in the POS now, are you hurting your sales?
Besides, POSM display units don’t have to cost anyone’s leg or arms. Correct planning and investment can do wonders. There are many ways by which manufacturing cost of the POS units can be kept minimum. Some of the ways are mentioned below:
- Choose an experienced POS display manufacturing company which can guide you on various options and can take care of designing to implementation.
- Order POS units in advance so that you can give breathing time to manufacturer and they in return minimize the cost.
- Choose foldable or modular units which will save you a lot of cost and time in transportation and installation.
- Choose the correct raw material for POS display units which can last till your campaign ends.
- Increase your order quantity. Higher the quantity, lower the price.
Just remember, the difference between success and failure depends on the last 5% of the effort rather than 95% that preceded it. In consumer marketing, that 5% exhibits just before the consumer decides what to buy.
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Author: Aritri Das
Aritri (at) amitoje (dot) com
Aritri is an experienced brand consultant at Amitoje India, with experience of helping amazing brands like Cipla, Tata foods, Kellogs etc maximise ROI through POSM/POS (Point of Sale) display stands and POP branding. To reach out to her for your brand click -> www.amitoje.com/whatsapp and ask for Aritri.
