Point-of-Sale: Closing the Deal

It seems apt that we are putting this feature together at of one of the busiest shopping times of the year. The build-up to Christmas is a hugely important period for retailers as they vie for the business of passers-by in search of the perfect gift, festive food, drinks, and treats.

Point-of-sale (POS) plays a hugely important part in retail strategies, not only at Christmas but throughout the year. It is an incredibly effective way of catching the attention of consumers and driving buying decisions. The good news for those in the sign-making and wide-format markets is that demand for such materials is constant.

With this in mind, SignLink went wild in the aisles and caught up with several specialists in the POS market to learn more about what is currently driving the trends in this sector and how both sign-makers and wide-format print companies can best address this demand.

Simple and Effective

Up first is FaberExposize UK, a company that bills itself as Europe's largest POS and event print group. Managing director Iain Clasper-Cotte says sign-makers in the retail POS sector need to stay updated with several key trends if they are to remain successful within this market – with sustainability one of the stand-out focus areas.

“Eco-conscious consumers are influencing brands to adopt greener practices,” Clasper-Cotte says, adding: “POS materials now need to be recyclable, biodegradable, or made from sustainable sources. Retailers are prioritising suppliers who offer environmentally friendly options.

“We’ve noticed a growing trend among our customers choosing greener solutions, such as Re-board, for their POS displays. These materials not only offer an appealing aesthetic but also convey a stronger environmental message to customers, aligning perfectly with today’s sustainability-focused values.

“Related to this are reusable POS systems. Retailers are looking for cost-effective, flexible POS systems that can be easily reconfigured and reused across different campaigns. Modular displays provide the versatility and adaptability needed in today’s retail environment. They offer not only a budget-friendly solution but also a more sustainable option, supporting retailers' environmental goals.”

On top of this, Clasper-Cotte highlights the importance of personalised and targeted displays in modern retail strategies. He explains retailers are increasingly opting for customised POS that resonates with specific audiences, be it seasonal promotions or targeting a particular demographic.

Eco-conscious consumers are influencing brands to adopt greener practices. POS materials now need to be recyclable, biodegradable, or made from sustainable sources

In addition, he says a shift towards simple, clean, and functional design in POS displays helps create clear messaging that aligns with brand aesthetics, especially within the fashion and technology retail sectors.

As for future considerations, Clasper-Cotte makes a number of points that sign-makers need to be aware of heading into 2025 and beyond. Apart from the more obvious areas such as sustainability, he says making use of modern technologies can support retailers.

“The integration of technologies like AR and QR codes into POS materials will become more widespread,” he says, adding: “Customers expect more engaging, immersive shopping experiences, and retail environments will need to accommodate this.

“Retailers will also rely on data to inform the design and placement of POS. Understanding customer behaviour and preferences will be crucial to creating effective displays that convert to sales.
“Linking in with this, POS displays need to reflect the same brand experience across online and physical stores. Retailers will look to print solutions that help them create seamless brand messages from digital platforms to in-store environments.”

FaberExposize UK works with retailers across various markets on POS, with Clasper-Cotte explaining that the company is already addressing many of the major trends set out here. However, in order to continue to be successful, he says it is critical FaberExposize UK – and indeed others active in this sector – continue to monitor the market for evolving demands.

“POS remains one of the most effective ways to capture customer attention in-store and influence purchasing decisions,” Clasper-Cotte explains, adding: “As consumer expectations evolve, POS must be more than just eye-catching; it needs to be immersive, adaptable, and sustainable.

“By adopting innovative design, sustainable materials, and new technologies, retailers can create engaging experiences that drive sales and foster brand loyalty. We’re excited to help retailers navigate this evolving landscape and deliver exceptional POS solutions that meet both current trends and future demands.”

Throwaway Culture

Also offering an insight into this market is trade specialist Venture Banners. Director and co-founder Scott Conway says product and brand sustainability has been a key consideration in consumer consciousness for some time, and this is beginning to be reflected in marketing decisions, where throwaway culture is on the wane.

“You can see this when you look at the way that marketing assets such as supermarket packaging have changed over the past year or so, and it’s just a matter of time until we start seeing it reflected in POS decisions,” Conway says.

“POS materials often have a very short life span, but we’re going to see two changes coming out of that as sustainability becomes a more important consideration in marketing campaign planning.

“Firstly, marketers and brand managers are going to be looking carefully at the materials selected for more short-lived campaign activations, with easily recyclable materials coming to the fore. Secondly, it is also likely that we’ll see some buyers looking instead for durable POS products that they can use again and again.”

While extended producer responsibility is a topic that most people associate with packaging, as growing numbers of brands focus on it, Conway says thinking around this will inevitably begin to pervade other areas of marketing. As such, he says signage and print businesses need to be aware of this at the very least, and given the close association that POS has with packaging, it is likely 2025 will see a rise in demand for more sustainable and recyclable POS.

With this in mind, Conway draws attention to Honeycomb Monolith, first product in Venture Banners’ new range of cardboard display products. This solution is billed as a fully recyclable alternative to traditional roller banners and stretch fabric stands that is constructed from 16mm Honeycomb eco board. Equivalent in shape and size to a stretch fabric stand, it offers a bespoke-printable single-sided face that is 750mm wide by 2,000mm tall, while its base is also bespoke-printable and made from the same Honeycomb board.

“The face, base and packaging box of the Honeycomb Monolith are all recyclable, so that once it outlives its intended purpose, every element of the product can be safely recycled,” Conway says, adding: “This makes it ideal for short-term POS activations, with broken down Honeycomb Monolith parts able to be recycled with other brand or retail recycling materials.

“Being able to offer environmentally-friendly solutions and boosting their own eco-friendly credentials can give signage businesses a real competitive advantage, but cost can be a real barrier to entry into the cardboard display market. By introducing this new product line, we will enable printers and sign companies to target profits in this area without any major up-front investment on their part.”

Omni-channel Optimism

Of course, print is just part of POS, with digital technology now becoming more important for retailers. This point is picked up by Carlotta Maria Basile, workspace and production marketing manager for Canon UK and Ireland, who says omni-channel approaches, whereby both print and digital are utilised, are proving successful.

“Brand marketers have a tough job, tasked with grabbing attention and influencing spending decisions in an ever complex and fast paced market,” Basile comments, adding: “Customer journeys are unpredictable and convoluted, as buyers flit elusively between these platforms. The use of omni-channel techniques helped in navigating these challenges, being more able to report ROI, while adding a personal touch.”

Basile also hints at the importance of sustainability, saying businesses have commitments as individuals have their personal goals to contribute to a greener environment, as well as the subject of personalisation and tailoring POS to meet this trend. She says sign-makers and wide-format printers working within POS need to be equipped for such an offering.

With this, she highlights the technologies available from Canon. For businesses willing to optimise in-store customer experience, she says the range of Colorado M series UVgel printers will take any indoor space to the “next level”.

“The UVgel technology can print full colour with high opacity white ink assets and is fully modular,” Basile comments.

For converters looking for a financially viable alternative to outsourcing very short runs of printed packaging or for print companies wanting to explore packaging applications to diversify their offering, Basile says the new UVgel Packaging Factory extends the Colorado’s application capabilities to deliver the digital equivalent of litho lamination.

In addition, Basile says the Arizona Series with PRISMAelevate XL enables users to explore new applications such as permanent signage, product decoration, awards, décor materials and package prototyping, as well as applications for the visually impaired.

Digital Integration

Also picking up on the lean to digital is Benjamin Wang, founder and managing director of POS provider KSF Global. He agrees that while sustainability and flexibility are becoming increasingly important, those in the market need to be aware of digital advancements.

“We are seeing more demand for digital integration in POS displays,” Wang explains, adding: “In particular, interactive and digital signage is becoming more popular. Sign-makers can stay ahead of the trend by offering solutions that seamlessly merge traditional displays with technology.

“On top of this, there will be an even greater emphasis on personalisation and immersive shopping experiences in retail. Brands are looking to tailor their messaging and signage to individual customers through innovations like data-driven displays. 

“For sign-makers, this means developing solutions that not only look good but can also adapt and change in real time, leveraging technology like RFID and sensors to trigger relevant content.”

KSF is positioned to support customers with both traditional and digital display solutions, and offering bespoke, customisable designs to meet clients' specific needs. This covers all stand-out demands including digital elements and sustainable materials. 

Sign-makers can stay ahead of the trend by offering solutions that seamlessly merge traditional displays with technology

“POS displays are an important marketing tool and an integral part of the customer journey. The line between signage and interactive displays is blurring, and as a sign-maker, your role in creating impactful, multi-sensory shopping experiences is more important than ever.”

While one of the more traditional marketing tools in retail, it is clear that POS continues to evolve at a rapid pace. Being able to keep up with these changes and support your clients in delivering in line with new trends is important if you are to continue taking advantage of the varied work on offer in this market.