The Power of POS
Just as a building or piece of furniture can be indicative of the time it was made, so too can a point of sale (POS) display, due in part to the design, colours, materials, and trends visible in the build.
While POS has been a big part of retail stores and live experiences for a long time, their relevance has become even greater due to consumers investing more and more in online solutions.
With this shift in mind, printers and sign-makers will find themselves working closely with marketing agencies, retailers, brands, and creative agencies to ensure that POS is not only enriching customers’ in-person experiences, but also staying on trend with rapidly changing expectations.
So, what advice can be given to creators, designers, and printers of POS, and what are the elements to keep in mind when communicating with businesses seeking this type of solution?
Stars of the Store
An important element to remember with any project or solution in 2023/2024 is that a product is very rarely made for one purpose. Mobile interactivity, new technologies, and current trends mean there are many ways a product can come to life.
POS can play a huge role in creating a live experience and communicate the story of a brand or product. Due to this it’s essential to factor that in when either designing, proposing, or producing a piece of POS.
A supplier with a long history of providing creative display solutions is Ultima Displays, a trade-only manufacturer and supplier of a range of print and signage solutions.
The company has over 20 years of experience in delivering a range of display products including portable POS materials, custom-shaped lightboxes, and full exhibition stands.
Ultima Displays has seen an increase in the popularity of its LED range of products including its iLLUMiGO lightboxes
Speaking about the importance of POS, Jonathan Younger, Ultima’s European marketing director, says: “It's vitally important. With the rise of cost-conscious consumerism and savings-savvy shoppers, high street retail has to work harder than ever to convey brand messages.
“Innovative POS has a significant role to play in influencing customers’ expectations and purchase intent, against the back drop of e-commerce convenience.”
Regarding what customers are currently asking for, Younger adds: We’re seeing significant interest in our extensive Lightbox offering, both custom shaped and standard sized in addition to innovative use of digital technologies such as Media Glass using embedded LEDs.”
As well as making POS adaptable to online integrations, it is also important to note the integrations of different types of display products, as Younger referred to, like lightboxes and LEDs.
A big trend that has taken place in the effort to bring customers back to stores over the past three years is the implementation of more interactive and social media-friendly stores.
Younger says: “Many of the projects we’ve been involved in reflect the changes retail has had to make to keep bricks and mortar stores relevant. We’re being asked to help create unique shopping experiences and Instagramable displays which consumers want to share.
“We’ve seen a shift towards more informational signage with complementary products being indicated to help increase consumer spend and finally an increase in the requirement to support “stores within stores” concepts with interactive visual displays.”
In numerous cases prestigious brands want to showcase their product and make it the star of the show, or in this case, the star of the store. ‘Stores within stores’ or designated areas of shopping centres or retailers have become far more commonplace as creativity and innovation in the sector have surged.
A company which has seen success this year through its work with retailers in providing eye-catching and award-winning POS, is Kolorcraft.
The business was originally set up over 40 years ago as a screen printer and POS production business, and over the years has added several other companies and agencies to its group before rebranding its portfolio as Kolorcraft Group last year.
The company works with several leading retailers and brands with an online marketing support platform that offers an end-to-end service.
Kolorcraft works with a variety of different brands and stores including Wickes for which it created this printed house display
Head of client services and marketing at Kolorcraft, Emma Ramsey, explains: “We manage the whole process from creative design, in-house large- and small-format digital, screen, and litho printing capabilities to fulfilment and installation.”
On to the importance of POS, Ramsey says: “POS materials are essential for brand establishment within physical stores. These materials empower retailers to effectively showcase their products, promotions, and brand identity.
“They not only attract customers and boost brand visibility but also drive foot traffic and increase sales. In addition, in-store marketing materials are instrumental in enhancing the overall customer experience, fostering loyalty, and elevating satisfaction. In essence, the POS industry is an essential and enriching component of the bricks-and-mortar retail landscape.”
This year Kolorcraft has been recognised in the industry for its colourful and impactful projects through awards such as the UK Graphic Awards and the FESPA Awards at FESPA Global Print Expo 2023.
The project that achieved these awards was for the Waitrose Summer Food Festival campaign. The requirements from Waitrose was a display that looked premium but used sustainable materials.
Using recyclable and corrugated boards, honeycomb board, and display boards, the project demonstrated the need for many projects to tick several boxes regarding materials, colour, and sustainability.
Speaking about current requests from customers, Ramsey adds: “Over the past year, we've witnessed several changes in our customers' point of sale requests. Notably, there's been a pronounced surge in the demand for environmentally sustainable solutions, particularly a shift away from synthetic materials in favour of recyclable, fibre-based alternatives.
“Additionally, there's been a noticeable trend towards personalisation within POS, with a growing focus on localised offers that resonate more with specific audiences.”
Another big consideration for businesses and customers are the current constraints regarding costs and competitiveness. Ramsey says this has led customers to seek “signage and materials that deliver a more significant return on investment and make their budgets work harder.”
Claire White, specification consultant at material supplier Antalis, echoes Ramsey’s thoughts about new sustainable requirements and customer expectations: “Customers are looking for a range of materials that meet the brief and are easy for them to segregate at end-of-life for ease of collection for recycling, or that can be reused or repurposed.
“Be knowledgeable about the material and its suitability for the application, and about the end-of-life possibilities and processes. Customers require your advice and support.”
Meeting the Brief
The need for environmentally friendly products has now become standard across the print and signage industry, with materials, recyclability, and carbon footprint all becoming considerations of the majority of business purchases.
The need to be more sustainable also helps with rising costs and tighter budgets as products can be used multiple times and withstand changing environments and trends.
Manufacturer of advertising signs and display products, Signwaves, has also seen increasing demand for longevity and recyclability from customers. This is due to the rising popularity of sectors like hospitality leading to the popularity of products such as cafe barriers and parasols.
Thanks to the popularity of alfresco dining in the UK, Signwaves has seen a surge in the sale of its Adfresco Café Barriers and Parasols
Poppy George, marketing manager at the company, says: “More than ever, customers now require high-quality long-lasting signage which they don’t need to regularly replace – saving both their wallet and their carbon footprint. Customers are also utilising our print services and plain-label shipping service to save themselves forward shipping costs and logistics.”
Regarding Signwave’s production of POS, George adds: “We know and understand the importance of capturing the attention of passers-by and our products are designed to do exactly that.
“We also appreciate the importance of indoor signage, encouraging customers to increase their basket spend with special offers and promotions – all displayed beautifully throughout the store.”
As with any signage project, communication with customers is crucial to ensuring expectations are met and specifications are received and sent. In order to secure POS work it means liaising with big brands, small businesses, and crucial contacts for securing more work that can be used in your portfolio.
George advises: “Listen to your customers’ needs! Customers want a supplier who is reliable and provides not only high-quality products, but great customer service and after-sales support too. It is key to understand exactly what the customer is looking for.
Customers want a supplier who is reliable and provides not only high-quality products, but great customer service and after-sales support too”
“Is it a permanent printed display or a poster display? Where will the signage be placed? Is the location susceptible to any extreme weather or is it a particularly windy location? Fully understanding the customer’s requirements will ensure they are happy with the final product and encourage repeat business too.”
As POS and unique displays can be used in various settings and locations, it’s important to look for tenders and work that will enable your business to sell its services and showcase how your products can enhance a brand or project rather than the other way around.
Ramsey says: “Securing POS work with customers from various industries requires an adaptable approach. Rather than offering one-size-fits-all solutions, tailor your offering to cater to the distinct requirements of the industry you are targeting.
“Highlight how your services can directly address their pain points and help them achieve their goals. Be adaptable and flexible in offering solutions. Your ability to accommodate various needs can set you apart. Securing POS work from different industries is not just about what you offer but how well you can align your services with the specific needs and goals of each.”
Younger adds: “For me it’s a question of ensuring you understand the brief from the client and as importantly, the needs and motivations of the target audience. It sounds simple but match the two together and as long as you have a creative team behind you and the right innovative product solution to offer, at the right budget point of course, you’ll be able to meet the needs of the brief.”
Futureproof Your Work
Keeping in mind the appeal and importance of POS, sign businesses need to keep up to date with not only the latest trends but also new products and ways in which to produce new solutions.
Many sign-makers or printers will often talk about how they can draw inspiration when out and about, taking photos of other products and displays in order to question how a certain build or effect was achieved.
Inspiration is critically important to creativity, whether it be at the design or building stage. But also important is the creativity and logistics of delivering and providing an end-solution to a piece of work.
Just as a colourful or cool piece of POS can wow visitors, the recyclability, and ways in which the product is built and disposed of can also add a wow effect to customers.
As a distributor of large-format media and services, Antalis has worked with multiple professionals in the POS sector bringing paper and paper-based solutions to the market.
White states: “In 2021, Antalis sponsored POPAI’s research into POS recycling practices, which revealed some interesting findings. Encouragingly, we learned that all retail stores reported that they had the facility to segregate cardboard for recycling.
Antalis materials like Xanita have become ever-more relevant as retail and exhibition displays become more recyclable
“Also encouraging was the acknowledgement that the recycling of POS materials ‘will only get more important’.
We’re already seeing this in the growing number of conversations that brands, retailers, and suppliers like us are having about this crucial area of material recycling, in particular plastics, which has typically been more challenging than the recycling of paper-based materials.”
As we enter the new year it is clear that many businesses will be facing tighter budgets and fears around the cost of living. However, with a narrower and tighter market many brands and businesses will be looking to get ahead of the competition more than ever.
Sign-makers can ensure they utilise and work with customers to achieve the best results and provide the best solutions possible.
Ramsey says: “Retailers are increasingly seeking point of sale solutions that go beyond traditional transactions. They want graphics and displays that allow customers to interact and engage with their products and brand, creating an immersive and memorable in-store experience.
“These POS solutions not only enhance the physical shopping journey but also bridge the gap between the online and in-store experience. Features such as interactive displays, digital signage, augmented reality, and QR code scanning are popular features we’re asked to include in our POS designs to enable customers to access additional product information, reviews, and personalised offers, fostering a seamless transition from online to in-store exploration.”
O Factoid: Statistics from out-of-home (OOH) provider Clear Channel found that 25% of shoppers intend to do 2023 Christmas shopping online only while 34% intend to do in-store only and 41% plan to do both O
The recent Power of Print seminar in London emphasised from a number of speakers that print’s future meant not only embracing a collaboration with digital but a confidence in the medium that can bolster print in marketing campaigns.
The number of examples of powerful POS evident on social media and the increasing number of awards success/memorable campaigns show that POS is continuing to thrive and will rely on its relationship with digital, environmental, and creative solutions well into the future.
The challenge for sign-makers is to now harness the possible and create the next great POS project.
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