A branded point of sale display serves as the final opportunity to connect with consumers. Positioned strategically in retail environments, these displays play a crucial role in influencing purchasing decisions at the moment when consumers are most engaged. An effective branded point of sale display can have a great effect on the brand recognition, or even its products, and increase sales. Here are seven key elements to consider when designing branded point-of-sale displays that capture attention and drive sales.
1. Visual Appeal
The visual appeal of a branded point of sale display is paramount. First impressions matter, and the design should be eye-catching and align with the overall branding of the product. Vibrant colors, eye-grabbing graphics, and compelling images that capture the customers are to be used. The display must reflect the overall brand identity and stand out among other competing products.
For instance, a cosmetics company will opt to have a display that is classy, with delicate pastel colors, for attracting the target consumers, whereas a gadget technology product will be preferred to have bright colors and graphics for a younger crowd. Provided it is one of the products a consumer would want to purchase, then eye-catching display is also very important to its success.
2. Clear Messaging
There should be clear communication at any branded point of sale, short and easy to understand. The message forwarded should quickly get the brand’s message as well as the value that is portrayed in the product. Bold fonts and minimal text should be used to communicate key information quickly to customers.
To draw attention to any promotions, discounts, or new product launches, highlight them. For instance, if a new brand for snacks is launching a healthy version, then the display can include phrases like “Taste the Health” or “Guilt-Free Indulgence.” Keeping the messaging simple and attractive will make the display resonate more with the consumer, thereby making it more probable to be purchased.
3. Product Accessibility
Accessibility is an important feature of an effective branded point of sale display. Products should be accessible, and visibly reachable to the customers. The more the customers can have an intimate experience with the products, the more they are likely to check it out. Ensure that access is easy, allowing any customer, regardless of height or size, to browse on the display.
Consider the layout of the display. Group related items or create themed sections to make the shopping experience more rewarding. For example, you can have a point of sale display for beverages where sparkling waters would be with mixers for cocktail use. This ensures that customers easily imagine how they can combine the products for use.
4. Engagement Opportunities
Indeed, it is an engagement opportunity that facilitates potential customer interaction; otherwise, levels of customer interaction might remain at a very low level within such a branded point of sale. Such examples include interactive elements like touch display screens, QR codes, and other forms through which consumers are encouraged to interact with a brand after purchasing.
For example, a beauty brand can include a QR code linking to an online tutorial on how to use the products in the display, thereby enticing customers to learn even more on how to use those products. Such interactions could create a deeper relationship between consumers and the brand, thereby raising the possibility of repetition and loyalty.
5. Strategic Placement
The placement of the branded point of sale is crucial to its successful execution. To achieve this, the display has to be placed in a location where it can capture the maximum number of passing footfalls, like near the checkout counter or any busy junction in the store. Second, the flow of the consumer traffic and their behavior with respect to the retail environment should also be taken into consideration.
Even the position where best to place the display may be through observation of behavior from the consumers. For example, if most consumers exit after passing a specific aisle, then placing the display along the bottom of that aisle will likely cause increased chances of taking the product to the attention of the consumer and hopefully triggering a spontaneous purchase.
6. Brand Consistency
Consistency is the key toward building a strong brand identity. A branded point of sale needs to have an overall branding strategy that brings a harmony on the choice of elements, colors, fonts, and messaging it presents to the customer at all times. Consistency builds recognition in the brand while allowing association of the display with the known brand for its immense trustworthiness.
For instance, if a snack pack has bright and colorful packaging design, the point of sale display should reflect those bright and colorful look to carry the piece and coherence of the brand experience to the consumer. Such uniform presentation will help create a steadfast brand image in the consumer’s minds leading to their propensity to pick out that product over another.
7. Measuring Effectiveness
Finally, it is desirable to assess the effectiveness of the branded point of sale display. Tools, such as sales data, customer feedback, and observation, are essential to evaluate the impact of the display to consumer behavior. Knowledge based on this could be a good opportunity for future marketing campaigns and designs.
Implement a tracking system to track sales before and after the installation of the display. Tracking data can help identify which elements of the display are effective and which may need adjustment.
Continuous improvisation based on data insights will always make the branded point of sale relevant and impactful.
Conclusion
An effective branded point-of-sale has more than marketing potential: it’s an opportunity for a brand to connect with the consumer at the point of decision. It would be hard not to attract attention from the brands if they focus on the visual attractiveness as well as clear messaging, ensure accessibility to the product, provide chances for engagement, and deploy it strategically – provided, of course, the brand consistency is there and measuring the effectiveness of such displays is part of the program.
Time and resources are spent on designing a smart, strategic branded point-of-sale display which pays off many times over. It transforms what is really a pretty simple display into an active part of the overall marketing strategy of a brand. Against this backdrop of a highly competitive retail arena, it can be all the difference between holding a consumer’s interest and making a sale in the case of a branded point-of-sale display.
FAQs
What makes an effective branded point of sale display?
An effective branded point of sale should both be appealing and easy to understand and preferably located in a space where the customer can easily identify it. In order to attract attention, state the benefits of the product, and to put it right in front of the customer, make it appealing and easy to comprehend.
How can I measure the success of my point-of-sale display?
Measure sales before and after the in-store advent of the point of sale. Seek customer opinions about your point-of-sale display, with their feedback, observation of consumer usage of the display, and a check on their overall response regarding your point-of-sale display. As such, you get to learn more about how to enhance your success and further create improvements. With the right motivation for improvement, great success will ensue!
Does this point-of-sale display help create brand recognition?
Absolutely! A well-designed, consistent display reinforces your brand’s identity, and which means it’ll be a little more active in their minds. When done right, it enhances your connection with consumers and, ultimately fosters loyalty. Consistency will shine through for you and your brand!