EDITED BY // JESSICA HEATHCOTE
REPUBLISHED: SEPTEMBER 2024
Point of Sale displays (POS for short) are an extremely valuable marketing and sales tool for brands and retailers. Not only do they bring a space to life by making it appear more welcoming and exciting, they also attract, educate, engage and convert customers. In fact, POS displays are so effective that the market is expected to grow at a compound annual growth rate of 5.9% over the next 4 years (Fortune Business Insights).
As such, designing a uniquely creative and effective point of sale display is going to be critical for success in the years ahead. This activity will allow you to position your brand and key messages as well as help your hero products to stand out in the cluttered retail environment.
DisplayWise General Manager – Marketing, Lisa Cachia explains:
“Point of sale displays offer brands and marketers a fantastic opportunity to provide visual exposure to one specific product line or campaign. Whether the goal is to entice a sale, cross-sell or to upsell every customer with an item they never knew they needed, we can build custom displays that create a memorable experience and ultimately boost sales and brand loyalty”.
Here are our 5 tips for designing and executing a revenue-increasing point of sale display in your retail space.
1. Get their attention!
Bespoke permanent point of sale displays are an effective way for retailers to encourage their customers to discover new categories or product lines. Introducing a customised point of sale display to your retail space will allow you to stand out from competitors, express your brand, capture new potential customers’ attention and increase revenue. Having worked with many of Australia’s leading retail brands, we have the skills and local manufacturing capability to develop and refine ideas and develop a cohesive solution that will enhance your brand.
As we look ahead, the future of point of sale displays is evolving – so it’s not just about keeping up, it’s about leading the way and we’ve got the latest for your revenue-increasing point of sale display in our mini-trend forecast.
Key Retail Trends for 2024
PHYGITAL EXPERIENCES
Blending the physical and digital realms in retail, phygital experiences are a rising trend that involves integrating digital elements such as QR codes or mobile apps with physical POS setups. These experiences create seamless, immersive environments where customers can engage with products online and offline, enhancing both discovery and convenience.
AI & AR Integration
Artificial intelligence (AI) and augmented reality (AR) continues to transform POS displays by offering personalised recommendations and virtual try-ons that take the customer on a deeper brand product experience. AI can analyse customer preferences to suggest products, whilst AR allows users to visualise how a product fits or looks in real life before purchasing, thus creating a highly engaging, tailored shopping experience.
MINIMALIST DESIGN
With minimalist design, simplicity is key. By focusing on clean lines and decluttered spaces, this aesthetic positions the product front and centre, allowing customers to focus on the item itself without distraction.
SOCIAL MEDIA INTEGRATION
POS displays are increasingly integrated with social media, making products instantly shoppable through live streams or social commerce posts. Think about how your brand could incorporate these elements so as customers can interact with displays that link directly to your online store or social platforms. This encourgaes real-time engagement and purchases via channels like Instagram or TikTok.
2. Location, location, location.
The effectiveness of a POS display comes down to strategic placement, ensuring customers can’t miss your campaign or product as they shop. By positioning displays in high-traffic areas such as at the entrance, near checkouts or throughout key sections of the store, you align with the natural flow of foot traffic. As such, thoughtful design and placement combined with an understanding of the shopper’s journey, can boost product visibility, encourage impulse buys and drive increased sales.
For maximum impact, place displays where customers are primed to make purchasing decisions—such as at the checkout counter, where they’re also more likely to add last-minute items to their cart. Whether you’re introducing new products or reinforcing a campaign message, ensure your display attracts attention and provides a seamless interaction for customers as they navigate the store.
3. Samples & Demos.
Creating an interactive experience with samples and demos transforms passive shoppers into active participants. When customers can physically interact with your product, it adds a layer of tangibility, helping them feel more confident in their purchase decision. Studies show that 35% of shoppers who try a sample end up buying that product during the same trip (Arbitron and Edison Media Research).
However, the key to effective sampling is simplicity. Offering too many choices can overwhelm customers and dilute your message. Instead, focus on showcasing one or two key products that align with your campaign goals. This helps create a cohesive experience, driving both product interest and sales. The physical design of your POS display should also support this strategy, with clear calls to action and enough space for customers to interact comfortably. Additionally, consider using signage to reinforce the product’s key benefits or unique selling points as customers engage with the sample. Interactive displays or digital touchpoints, such as QR codes linking to additional product information or demo videos, can also enhance the experience, leading to more informed buying decisions.
4. Know Your Target Audience.
In POS marketing, understanding your audience is paramount. This involves more than just knowing their demographics; it’s about grasping their behaviors, preferences and pain points. Next, to effectively engage your audience, your POS display should not only attract but also educate. For instance, if your target market includes young professionals seeking eco-friendly products, you should design your POS display to highlight sustainability features, perhaps using green materials or messaging that emphasises environmental impact.
Similarly, if you’re promoting a new tech gadget, consider including interactive elements or QR codes that lead to further product discovery, demos or even customer reviews. This way, you not only catch their eye but also provide valuable information that can drive informed purchasing decisions. Overall, by aligning your display with your customer’s specific needs and interests, you can better facilitate upselling and cross-selling, turning a simple interaction into a comprehensive brand experience.
5. Keep It Consistent.
Consistency in your POS displays helps reinforce your brand message and enhances consumer trust. For example, if you’re launching a summer sale, incorporate vibrant colors and summer-themed graphics into your POS display to align with the current campaign. This consistency helps create a unified brand experience, making it easier for customers to recognise and recall your campaign as well as strengthening the connection to your POS display.
Additionally, aligning your POS display with broader marketing efforts will help build a cohesive brand narrative. For instance, if your campaign is centered around “healthy living,” ensure that this message is visible not just at the point of sale but also through in-store signage, digital ads, social media and even throughout the retail centre. This holistic approach makes your brand appear more reliable and coherent, enhancing customer trust and loyalty.
By implementing well-designed point of sale displays, you can significantly boost sales, drive engagement and enhance the overall shopping experience. At DisplayWise, we specialise in creating bespoke, high-quality POS solutions that align with your brand’s unique needs and objectives. Our locally produced displays are not only tailored to make a visual impact but also designed to optimise your sales strategy with quick turnaround times and cost-effective solutions. Ready to see how a custom POS display can drive your sales to the next level? Contact DisplayWise today and let our team of experts help you design displays that not only capture attention but also convert interest into action.
