Crafted by PES

Benefits of POS materials - 10 reasons you need them

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Customisation benefits

There are a multitude of benefits that speak for customised point of sale materials.

Brand Consistency and Differentiation

Customised POS materials enable brands to achieve brand consistency across different activations and touchpoints. Using brand specific colors and matching its specific style, in terms of overall design, makes these materials stand out from the competition. Consumers recognise them as unique and they facilitate memorable shopping experiences.

Targeted marketing

Brands use customised point of sale material to target specific audiences. Based on their preferences and behaviours, brands develop personalised messaging that consumers can more easily resonate with. This includes aligning to current trends and the aspect of localisation. This way POS materials are adapted to different cultural realities, e.g. in terms of language and imagery.   

Flexibility

Customised POS materials grant brands the flexibility to promote specific products or entire campaigns, based on seasonal differences, current inventory or specific marketing goals. 

Customer engagement

Customised POS materials are more likely to resonate with customers. They can be designed to facilitate interaction. Via interactive displays, QR codes and augmented reality expeirences. Customers learn more about products, participate in promotions and share their experience with others.

Impact on Sales

Whilst customised POS materials require a larger initial investment, the inherent, more targeted messaging often leads to a better return on investment.

Enhancing Brand Identity

Brands go to great lengths to define an entire brand world: a tone of voice, a promise, a positioning, a color spectrum, values, materials, target audiences and so much more. The consumer represents the hero figure who desires a certain change. A change that can be facilitated by consuming the products or services of a particular brand.

Customised point of sale materials not only contribute to higher sales results but more effectively convey the unique identity of a brand. Point of sale materials are physical representations of the brand and therefore make the brand more recognisable.

This elevates brand awareness and creates a positive association between customers and the brand.   

Role of design in the process

During the process of making customised point of sale materials design plays an important role. For creating visually appealing, engaging and effective marketing materials that will resonate with customers and increase sales. Key aspects of the role of design are as follows:

Brand representation

Design is significant for bringing a brands’ unique style to life. The choice of materials, colors, typography, logos and images will have a direct impact on how effective point of sale materials will be.

Visual Impact

The design of point of sale materials needs to capture the attention of customers and create a strong visual attraction that stands out amongst other products or services. Eye-catching graphics and beautiful imagery help direct customers to what is being offered.

Clarity of communication

Clear and easy on the eye type of communication is essential in POS design to effectively communicate product features, benefits, pricing and promotions. The design needs to guide the customer to engage with the offer and easily understand what it is about.

Choice of materials

Designers are able to choose the right type of materials for producing POS materials, knowing what cost-effective solutions will be. Durability, visual impact and eco-friendliness of point of sale materials are aspects designers will be able to make informed decisions about.  

Continuous improvement

The usage of point of sale materials implies a constant stream of feedback, by retailers, customers, marketers and POS material suppliers. Designers take this feedback and work on point of sale materal iterations that improve results.

Spatial design

Design does not only relate to the point of sale materials as such but to the broader setup. Designers analyse the broader retail space in which these materials will be used and how customers move through these spaces. Based on this they then go ahead and make informed decisions about the type of point of sale materials that will work best.

Technology Integration

The integration of technology plays a more and more significant role in improving the effectiveness of custom point of sale materials.

Aspects that are linked to this topic are the use of interactive displays, e.g. touchscreens, customers can engage with, digital signage that can be managed remotely, Augmented Reality and Virtual Reality, Mobile Integration, Data Collection and Analytics, Personalisation and Inventory Management, e.g. triggering alerts when stock is getting low.

By integrating technology, brands can communicate in a more personalised and efficient way, which leads to higher sales and, if done correctly, improves the overall customer experience. 

Ethical and Sustainable Custom POS

More than ever before brands pay attention to using materials and practices that prioritise environmental and social responsibility.

Design principles

During the initial point of sale planning stage designers focus on choosing durable and long-lasting solutions, to lower the number of cycles point of sale materials need to be replaced. Quality product design minimises waste and prioritises materials that are renewable, recyclable or biodegradable. This for example refers to products that are made from recycled materials, FSC-certified wood, recycled paper or cardboard, or plant-based plastics.

Supply chains

Companies prioritise to work with suppliers who meet clearly defined standards regarding ethical and sustainable management. Such supply chains ensure workers’ rights and laws are being respected and fair business practices are adhered to. Often this involves 3rd party audits, performed by organisations like ecoVadis and SEDEX, ensuring accountability and traceability.

Local sourcing

When it comes to sourcing raw materials and producing point of sale products brands look for local suppliers and manufacturers. This way they are minimising the carbon footprint linked to transportation and support local communities.

Modular solutions

Brands choose reusable and modular type of point of sale displays that can be reconfigured and repurposed for different promotions. Such products reduce waste and cost.

By integrating ethical and sustainable practices into custom point of sale materials, organisations reduce their carbon footprint, practice social responsibility and connect with what today’s conscious consumers value. This is good for our planet and also contributes to developing a positive brand image and customer loyalty.

Looking for custom POS material for your brand? Take a look at our work or contact us to explore a potential cooperation.

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