Point of
sale display, usually found in the most prominent areas on the shop floor,
should do exactly as it says on the tin, point the customer to a specific
product range or promotion. It may be a very old retail practice but with our
modern knowledge of how customers shop it’s still relevant today to help
maximise sales.
To see some
obvious examples of point sale display you don’t have to go further than the
perfume floor in your nearest department store. Here you can see for yourself
how brands combine advertising print with product merchandising and display to please
their loyal fan base and entice their customers to buy.
One company
I particularly admire is L’Occtiane. What I like about this brand is how they
manage to combine so much in their relatively small shops, never feeling
cluttered and always with a sense of space.
Their use
of point of sale is often simple and unfussy occupying a very small space within
their shop. It never looks out of place, always sitting comfortably within its
surroundings and still managing to draw customers’ attention. It’s like visual
soft sell.
L’Occitane
may be a big business with a strong brand identity but you never feel this when
you’re in their stores, it’s more like being in an independent shop, something independent
retailers may want to consider when they’re trying to promote their products
and services…
All the best
Peter
#visualcommunicator #retailconsultant
#designer
tel 07907 691711
email info@artysmith2.com
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