Engaging shoppers with customised POS displays: an integrated approach from STI Group

Traditional marketing focuses on understanding what the consumer wants or needs. Shopper marketing taps into what motivates shoppers to buy a certain product in a retail outlet. Using both sets of marketing insights to inform retail POS development results in much more engaging, creative and innovative display concepts. Concepts that not only drive sales, but also truly connect with target groups to enhance their overall experience of the brand.

This statistic is widely known and quoted; 70% of all purchase decisions are made in store. But it’s only relatively recently that brand manufacturers have taken this to heart with their increasing focus on shopper marketing.

Retail point of sale displays have always been important touchpoints in the customer journey; when leveraged properly, their impact on brand perception and sales can make – or break – a new product launch or sales promotion.

Working in partnership with an innovative display manufacturer like STI Group, including sharing research insights, helps ensure that point of sale materials reflect what’s important to shoppers.

Driving sales with point of sale displays

Encouraging brand interaction and delivering a consistent experience across the retail landscape are two key targets for a successful piece of point of sale; it’s particularly critical for a stock-holding display that carries product. Many studies have shown that the greater the target group engagement with a retail display, the longer the dwell time, and the higher the likelihood of purchase.

A recent study conducted by the University of Marburg in collaboration with STI Group has reinforced these findings. The study has validated a predictive model for comparing the retail sales impact of different display concepts. Being able to anticipate the most effective features of a display is a powerful aid for marketers.

It’s no coincidence that a temporary cardboard display will often feature QR codes and shopper competitions; these elements are a proven draw for shoppers in a crowded retail space. Light and sound modules, used appropriately, also draw attention and can enhance the brand experience at the point of sale. Even the most basic consumer education can help a display to engage shoppers and deepen their connection with a brand.

The same goes for materials; premium products are more often showcased in a display made of plastic, wood or metal, which reflects key brand characteristics. Corrugated board displays can be enhanced with premium varnishes, foils and embossing to communicate similar messages about quality and luxury positioning at the point of sale. Depending on the brand, retailer and target audience, the most effective display solution might also include digital signage.

Customisation vs. standardisation

When properly aligned with shopper marketing objectives, displays don’t just focus on helping to reinforce the brand experience at the point of sale. They must also meet practical retail considerations, such as being customisable for a particular target group or type of retail outlet.

Customisation might appear to be in conflict with the financial challenges of brand management, particularly for companies with multiple brands. But for such corporations, the greatest cost efficiency is often achieved when displays are standardised across different countries, retailers and brands.

As a leading European display manufacturer, STI Group manages this conflict using modular display solutions: sets of standard components that can be combined in different ways to support customised brand and retail needs. This point of sale display solution delivers a coherent brand presence across markets, helps to meets specific country and retail requirements, yet can still offer savings in production, warehousing and onward distribution.

Point of sale collateral

In addition to floorstanding retail displays that showcase products out of category, POS collateral is also becoming increasingly important.

Posters and floor stickers make effective signposts, helping to draw target group footfall towards particular categories, brands or products. Standees and advertising totems aligned with shopper marketing objectives are also increasingly being used at the point of sale to help enrich the overall brand experience.

POS collateral can meet a number of different objectives: raising shopper awareness of a new product; signposting a location in store; defining new usage occasions; promoting cross-category purchase.

From concept to placement

Point of sale activity is always most effective when fully integrated into the overall marketing concept, as part of 360° communication.

STI Group’s creative team feeds available shopper insights, customer journey research and retailer requirements into the POS development process. Graphic and structural designers work closely together: from initial consultation to concept design, evaluation and selection; from production to delivery and retail implementation.

On request, STI Group’s in-house copacking team can also handle display assembly and stockfilling, while the logistics team can handle onward distribution - including setting up more complex or permanent structures in stores.

FAQs

Do I need to supply product samples before developing a POS display?

Initial graphic and structural proposals are possible without live product. However, product samples or packaging will be needed later to ensure the product properly fits the final display. Prefilled POS displays need transport testing with original product before structural design can be finalised.

Can I have a POS display sample before production begins?

Depending on customer requirements, we can provide a white sample or digitally printed mockup before production starts. Other options for presenting POS displays and print approvals include 3D PDFs and Augmented Reality applications. Costs depend on display sample size, complexity and quantity.

Where will my POS display be produced?

We produce cardboard displays at four of our production facilities: Grebenhain (Germany), Neutraubling (Germany), Gillingham (UK) and Rumburk (Czech Republic).
Our Alsfeld (Germnay) plant specialises in producing merchandising units.
Permanent displays are made in our Grebenhain and Gillingham plants.

What POS display production volumes can you handle?

We can handle order sizes ranging from 1 to over 10,000 items, depending on the promotional campaign, number of participating retailers and material used.

What print and finishing options do you offer?

STI Group offers a wide range of in house print and finishing options. For higher display volumes, we use offset or flexographic printing, while digital print tends to suit smaller volumes best. Our finishing options include UV gloss, hot and cold foil stamping, textures, special effects, scented varnishes, relief embossing and holograms.

How are POS displays shipped?

POS Displays can be designed for shipping assembled and prefilled, or flat. Flat displays can be delivered in kit form (all components packed together in one kit) or bulk, with individual components packed separately on pallets.
Permanent displays can be delivered assembled, or set up in store if requested.

How long do POS displays take to produce, from print approval to delivery?

Turnaround time depends on the quantity ordered and the leadtime of the materials used. A small run made from standard materials can be made within 96 hours; permanent displays can take several weeks.

What kind of sales uplift can a POS display generate?

Retail displays can deliver sales uplifts as high as 600%; however this largely depends on the product, campaign, target group and placement location in the retail outlet. STI Group has a proprietary testing tool, ROI Light™, which compares the predicted sales uplift for different display options.

Can you produce POS displays for specialty retail outlets, pharmacies and hardware stores?

Yes! Our point of sale expertise spans a broad range of industries and retail channels, not just supermarkets.