So What is Point of Sale?
Point of Sale or 'POS' surrounds us every day, without even realising it you are being influenced in every
retailer you visit. POS (Point of Sale) or POP (Point of Purchase) is what
drives sales and encourages your customers to spend more and become increasingly
familiar with your brand.
It
is important in today’s modern retail environment as online shopping is now
taking an ever growing percentage of consumer spending. In the retail
environment a POS display can be the push your customer needs to make their
purchasing decision. 70% of in store purchases are made on impulse. The more
you know your customers and tailor your POS to their interests the more likely
they are to purchase your product. In this internet generation POS is a driving
force for in store impulse purchases. POS is the last advertising point your
customer will see before they make a purchase; this is your final chance to give
them what they need to know.
How
POS advertising can be implemented varies depending on budget and location and
comes in many forms from posters to window graphics to FSDU (Free Standing
Display Units) and Wayfinding signage. POS will capture your customer’s
attention in the retail environment. The possibilities are
endless and with a good design agency, working with Ruck Retail Solutions
installation teams, your brand will come to life!
The
A- Z
A-frame: Typically used outside restaurants, these can be used with promotional
posters and are easily re-located and modified.
Aisle/Gondola
Ends: Great for impulse purchases at the end of aisles and most commonly used
in supermarkets. These increase brand awareness and impulse purchases. They
have great visibility in store and are often used for special offers and promotional
items.
Aisle
Fins/Blinkers/Flags: Used to advertise product location on the shelves, highlight
promotional offers and promote brand awareness. This is usually placed at eye
line, capturing the attention of the shopper as they navigate around the store.
Augmented
Reality: This is a modern way of integrating online shopping with bricks and
mortar. By creating a downloadable app’ customers in store can walk around certain
areas and have an interactive experience. Corresponding POS installed in store,
usually floor graphics, posters and aisle fins can trigger a response in the
app’. This modern integrated system enhances the customer experience by making
the store ‘come to life’ and
providing more product information. Ruck Retail Solutions have installed POS to
support Augmented Reality for various well-known brands. It is important that the
POS is installed to a high standard to enable the efficiency of the virtual
experience. This leads to longer time in store, increased brand exposure and
therefore the customer is more likely to purchase.
Banners:
Can be easily installed in any location, moved and re-used. Cost effective and
used to communicate brand messages, offers and promotions.
Bay/Aisle
Headers: Used to present promotions to customers. These are located above
shelving to promote the products below, which is important for keeping
continuity within brand sections.
Bollards: Supermarkets use bollard covers to make an impact
on shoppers on arrival to store. Great for in store offers, seasonal items,
promotions and brand awareness.
Counter Top Displays: Mats, menu/pen holders are great for last minute
impulse purchases. These are commonly installed in convenience stores.
Cyclone Boards & Display Posters: These can be moved anywhere in
store and displays can be easily and cost efficiently changed regularly.
Decorations:
Seasonal decorations increase the in
store shopping experience for customers and help advertise seasonal items. Ruck
have several major seasonal contracts for decorations and our fast and
efficient installers can roll out nationwide within a short time scale to
ensure you have placed your product displays to your schedule. They help get
your customers in the seasonal spirit and increase sales.
Digital Display Screens: Great for constant updating of brand
messages. Promotions and adverts can be equipped with cameras to identify
customers and target accordingly i.e. male/female or age related marketing. They
can be used with high end products as they can be made secure with alarms systems
to prevent theft. Often interactive, integrating online shopping with the in
store experience.
Dump
Bins: Dump bins have traditionally been used to promote impulse items,
typically small and low value or sale items. They can be moved in to high
footfall areas like the tills and anywhere in and around the store.
FSDUs
(Free Standing Display Units): These are generally used to display light weight items like food,
books, toys or games and can be moved easily around store. These give you the
chance to give your customers more information and make your products stand
out. Our very first contract 15 years ago was installing and merchandising FSDUs
with gravy and stuffing products at key seasonal times in the meat aisles, which
resulted in increased sales of 66%.
Floor
Coverings: There is no better way to draw attention to your product than
advertising on the wide open floors of the aisle. The customer’s eye line is
directed to the change in floor covering and they can be lead down the aisle to
specific product encouraging purchases. These are especially good for
children’s items and can be used as activation points for Augmented Reality
apps.
Frieze
Headers: Usually above eye level and above shelf displays. They are used to
advertise product types and specific items within stores. They are named after
focal points in old buildings where they were typically made of plaster and
sculptured.
Hanging
Wires: These are used for category and section signage across large stores.
They are used to hang signs from the ceiling above eye level. You will see them
in most supermarkets and are generally used to label aisles and for product
promotions.
Hoarding:
Often used on building sites to hide the works happening inside.
Covers large areas at customer level and makes a great impact for informing
customers of a new store opening or refurbishment.
Light
Boxes: Graphics are placed in light boxes that are illuminated, most commonly
used for menus, beauty products and electrical promotions.
Posters:
Communicate your product information in a cost effective and relevant way.
Shelf
Strips/Enhancers: Increases brand awareness, conformity of shelf displays and
price points.
Wall Graphics: A good graphic display can enhance the
environment and transform a blank wall into an advertising space. At Ruck Retail Solutions we have installed wall graphics in
offices and hospitality sites with company branding, slogans and images to
encourage staff productivity and improve working environments and customer
engagement.
Window
Graphics: Why not demonstrate your products on your windows? This could be a
leading factor on whether your customer comes in or chooses a competitor. Major
brands all over the world use window vinyls, Contravision, and window stickers
to communicate brand messages and increase awareness at point of entry. How
they are installed is as equally important as the content displayed. All the
major retailers use their windows to effectively showcase their products and
brand.
Wayfinding:
Used to help people navigate around
buildings and shops and to stop people from getting lost. This can be
implemented with wall graphics, hanging wires, signage and floor graphics. Ruck Retail Solutions have installed Wayfinding signs in locations from offices to
shopping centers.
POS
on petrol pumps, chip and pin devices and tills can be a great way to gain
brand awareness. There is a chance the customer will be waiting at these
locations so it gives them more time to focus on your advertising. The longer
your customer is looking at your brand the more they will recognise it in the
future.
Getting
your brand right is important to you. So making your POS look professional can
be the influence your customer needs to decide on their purchase. We take care
and time to train all our installation teams to ensure POS is installed to the
high standard you expect. Most importantly we understand how
you want it to look and the majority of our contracts are rolled out nationally.
Understanding your vision is where we pride ourselves. POS is what you need to
drive in store and online sales. The more your brand is recognised the more it
will grow!
Don't worry these are just vinyl! Image source 
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