Driving sales with 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; 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.

Engaging shoppers with customised POS displays

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 KINGWAS, including sharing research insights, helps ensure that point of sale materials reflect what’s important to shoppers.

Driving sales with POS displays

A recent study 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.

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.

Award-winning POS displays

Winner of multiple international POPAI awards, our research-led approach to designing and producing innovative, commercially effective point of sale is industry renowned.

Display portfolio

  • Counter displays, floorstanding displays, pallet displays, special promotions
  • Advertising columns, permanent displays
  • Diverse materials: cardboard, metal, plastic or wooden displays
  • Customised and standardised displays
  • One-off prototypes and mass production
  • Global and local point of sale campaigns

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.


Which flute profiles do you work with?

Our customised boxes use a wide range of paper materials and flute profiles. We produce B-, C-, D-, E-, F- and G-flutes, both singly and in various combinations.


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?

KINGWAS 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.


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.


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