Retail displays play an important role in the quality of consumers’ shopping experience, and the influence of retail displays on buying decisions has been a topic of debate and research for some time. But in what way and to what extent do POS displays really affect our buyers?
Today, retailers sell everything – from clothes, food, and electronics to gadgets and souvenirs. That is why it is important to have the tools for merchandising a variety of products within the store in an efficient manner. Introducing – POS displays: an easy and efficient way of showcasing a certain product or offer with the use of banners, posters, back – lit signs and similar solutions used to catch the customer’s eye.
A research by the POS industry body, POPAI, shows that an incredible 75% of consumers’ buying decisions are actually made in-store. The point-of-sale display draws its strength out of this fact – it doesn’t serve just as a last-minute reminder, it informs the customer, making it easier to navigate through the store and make decisions.
In effect, impulse buying disrupts the normal decision-making models in consumers’ brains – it bypasses the rational and highlights the emotional, self – gratifying side. For example, a shopper in a supermarket might not specifically be shopping for confectionery. However, candy, gum, mints and chocolate are prominently displayed at the checkout aisles to trigger impulse buyers to buy what they might not have otherwise considered. (David V., 2007.)
So, how does POS fit into this process?
Many researches confirm that the consumers tend to buy more when they are stimulated by various environmental conditioning like display, promotional signage etc. (S. Sarma, 2014.) which tells us that, in order to make shopping easy and give a comfortable feeling to consumers during shopping, store environment needs to be designed. It is very much important to have an atmosphere which makes the shopping pleasant and to create a store image and a favorable mindset of the consumer towards store position. Stimulating storefronts and interiors can create a sense of distinctiveness to appeal the mind of the consumers. It creates a warm welcoming feeling, helps satisfying customers and ultimately converts a single purchase into a long-term relationship.
POS displays have a very important role, but they have to be carefully planned, strategically placed and executed to perfection. They have to progress and evolve along with the customers and, in most cases, they have to somewhat disregard the planned purchases, since those customers already know what they are buying. Nowadays, most POS displays are focused on rational propositions, such as prices, discounts etc. But, as we already established, consumers’ shopping experience is often emotional and irrational, so they are using emotional and sensory means to interpret the messages placed by the retailers.
Having all that in mind, there are a few key concepts companies should pay attention to while planning their point-of-sale displays.
1. Touch and feel: Allowing the customer to experience a product first-hand has proved to be very effective, especially when it comes to new technology. Feeling the product, experiencing it physically, as well as visually, caters to the emotional aspect of our costumers’ thought process and increases the possibility of a sale, especially an impulsive one.
2. Visual clarity: Efficient shelf space allocation leads to a better display of the product and make the store environment more pleasant. As many researches have shown, store environment elements and layout have the highest effect on impulsive buying (Oliver and Swan, 1989). There are at least a dozen lines in every supermarket, with hundreds of brands and thousands of products. POS display creates difference so people can find things – it instantly helps consumers when they are searching for a solution. It really does come down to basics – it’s all about visibility, you have to stand out visually and catch the eye of a browsing customer with an original, clear solution.
3. Brand presence: All this research and tactical work is quite efficient, but it must be relying on a strong brand presence. The POS display is a pedestal upon which lies a product, and while it does deliver a strong brand experience, it’s up to the brand itself to understand their customers’ needs and choose the right products for their target groups.
The topic of consumer behavior in-store is a vast field of research with different results, but one thing is certain – although we can’t read our buyers’ minds and study their individual personalities, we can present them with clear, understandable, strategically placed POS solutions that help them find their way through the store and guide them towards making a purchase.
You can see some examples of POS solutions from different industries on our portfolio page.