What are the important elements of POSM/POS/POP Stacking display units?

What are the important elements of POSM/POS/POP?

A lot of brands opt for POS displays as a commercial tactic to elicit a real response from customers. We will try and establish a line of understanding by drawing and understanding certain elements of the POS to capture the attention of potential buyers and stand out amidst the rest of them out there. How can we, in a world of distraction, attract customers and create a successful point of sale display. 

• Have a purpose: it is important to define the role of your advertising and how it will propose and boost your product. Point of sale should serve four main basic purpose; build traffic, create awareness, create an impression, and eventually increase sales by stimulating impulse purchases by supporting a consumer’s impulsivity. E.g.: Having a television ad to display your product information targeting to consumers at the point of sale. According to study done by mediaweek.com, shoppers watch an average of seven minutes of Wal-Mart TV at every store visit. 
• Understanding your consumers: To figure out which POS displays will appeal to your consumer, one needs to try and answer these questions,

What can motivate the consumer to visit your shop or what can drive them to your products?

What does your target customer demographic and value look like?

How can a target consumers lifestyle influence your product and how can it help you improve your product? Etc. 

The objective of the POS advertisement is to connect with customers when they’re in the shopping mindset by triggering their association of the product with what they need and what they value. Fostering connections with the customers using POS is difficult, but not possible. E.g.; Energizer puts pictures of its pink bunny on packages, reminding consumers of its boundless energy and innovation, reinforcing their favourable attitude towards the product. 

• Your display should actually make sense and be eye catching at the same time

As a brand, you must ensure that consumers have top-of-mind awareness of your product or brand as a whole, so that they are in a position of quick recognition and consideration. The point of sale can influence these types of decisions to a huge extent. Customers will be drawn to your POS when displayed in an eye-catching fashion using attractive elements. It is important to remember that we keep the POS display simple but vibrant enough to grab customers attention. It should be functional, structurally sound and feasible. The consumer shouldn’t be worried about it crashing down when they try and place items in their cart. 

• Examine your space

Very important to consider using your space efficiently. Your point-of-sale unit, whatever space it takes, must complement the overall layout/design of the respective store, at the same time not limiting the costumer mobility. This will include checking the dimensions and other factors that will affect the placements. However, this may be a challenge when it comes to releasing in huge numbers across a region. But an optimized monitoring may go a long way. Some of the examples to illustrate this element: Having a store within a store is the most elaborate form of POS; Having shelf edge strategically placed directly next to the checkout stand.

• Indications/messaging is very important

The messaging in your POS units plays a very important and integral part of your campaign or launch. A well thought out message needs to be relevant, meaningful and most importantly add value to the customer and your product. Couple of points to keep in mind while executing this are, The messaging must be meaningful, specific, clear and simple, must have an mind grabbing headline and wrap up with a call to action. Best example would be, “Buy 2 get one free”. Another stunning way of messaging would be, especially targeting the female audience, regarding free products or extra products. 

You are going to miss out a million-dollar opportunity if you are not utilising your POS tactic effectively. Customers are always in a buying mode with debit cards/credit cards, more so mobile phones with digital mode of payments in their mind. It is high time to take advantage of this opportunity with Amitoje India, attract customers with your POS strategy. We are pioneers in POS display solutions and provide end to end solutions to all your marketing problems. 

Author: Yashwitha Salian

yashwitha [at] amitoje [dot] com

Yashwitha us an experienced brand consultant at Amitoje India, with experience in helping top brands maximise ROI through POSM/POS display stands and POP branding. To reach out to her for your brand click -> www.amitoje.com/whatsapp and ask for Yashwitha.