Product category:
Point of purchase, retail design
News Release from: SPECIAL REPORT by the Editor | Subject: POP
Edited by the Marketingservicestalk Editorial
Team on 01 May 2008
How POP engages customers in the last
four feet
With point-of-purchase materials and display technologies on show this month at The In-Store Show 2008, this is a good time to consider the latest developments in a fast-moving industry sector.
With point-of-purchase materials and new display technologies on show later this month at The In-Store Show 2008, this seems a good moment to consider the latest developments in a fast-moving industry sector There is a much quoted axiom about how most purchasing decisions are made in the "last four feet" before the check-out
This serves to emphasise the importance of both great packaging design and engaging point-of-sale material.
A lot of debate at the moment revolves around whether point of purchase should be taking a more strategic role in marketing or whether it should remain as largely a tactical device.
As Richard Saysell of POP specialist Creo mentions in his valuable piece 'Have clients got POP right?' [1], many POP practitioners are demanding a more strategic and consultative role and a more collaborative approach from the various multidisciplinary agencies.
But Saysell points out that overall take-up of POS materials as distributed to retailers remains poor and this issue must be tackled before the industry can move forward again towards these strategic goals.
Creo's study revealed that the strongest drivers used when considering the appointment of their supply partners were: service reliability; production dependability; quality of product; speed of product delivery; and quality of creative.
Saysell argues that if the standard of the so-called basics in the industry of reliability, dependability, speed and quality, were being successfully delivered, there might be more focus on the value-adds of consumer and retailer knowledge.
They represent the key order-winning criteria and the first hurdle which needs to be overcome before a more strategic seat at the table can be taken.
Meanwhile, techniology is taking an important role in moving the sector forward, with a lot of new entrants and products in the digital signage arena.
3M's Vikuiti rear projection screens are already widely used in stores, offering attention-grabbing images that can show real-time updates on events, marketing promotions and special offers to passers-by.
"Vikuiti Rear Projection Film from 3M delivers superior image quality and is the only solution capable of maintaining high performance when viewed in direct sunlight on a south-facing window," said Chris Rome, Project Manager at Coral, explaining why the betting shop chain had chosen Vikuiti screens [2].
Digital signage is also offering increasing impact through the creation of bigger and better screens.
April's Digital Signage Showcase, part of the Sign and Digital UK Show at the NEC, Birmingham, saw the launch of Remote Media's new signagelive 70" digital 6-sheet, for example [3].
Remote Media is also offering entry-level digital signage systems to encourage new users with smaller budgets to use the technology [4] and is allowing users greater flexibility by producing software that can update window displays remotely [5].
Just insert your SIM card into the USB modem, plug it into your signagelive device to start managing and monitoring your digital signage network from anywhere in the world through your web browser.
Dynamax Technologies has recently launched POVNG3, the latest version of its market-leading digital signage software application, formerly known as Point of View.
POVNG3 offers many new features, enhanced functionality and increased flexibility and performance for managing the preparation, scheduling and delivery of content displayed on digital out-of-home media networks [6].
And the area of more traditional displays is not standing still either.
Arken has launched arken direct, a convenient online facility for customers requiring off-the-shelf low-cost graphic displays [7].
New products include the attention-grabbing and practical Magnetic Poster Frame, available in sizes A4 to A1, which has a curved plastic frame, and the new Frameless Frame, available from size A4 to A1.
With a wide variety of poster frames, light boxes, pavement signs, forecourt signs, literature dispensers and hanging systems in various shapes and sizes the site is a one-stop shop for your graphic display needs.
Applelec Sign Components is now distributing the Signal Sign System range, specialising in way-finding and aluminium display systems [8], as well as the Co Sign, Sign System range, which includes the Module Plus Post and Panel Outdoor range [9].
HoF Display Solutions, meanwhile, has raised production capacity and lowered turnaround times by introducing two new digital printers for fabric and PVC at its Cambridgeshire site [10].
HL Display is launching Roller Track, a maintenance-free gravity-feed system, at this year's In-Store Exhibition in May [11].
And other manufacturers are introducing products to make the business of running a store easier.
Eastman-POS, part of the Pierhouse Business Solutions Group, is enjoying good take-up of its net.tickIT product, the web-based ticketing system that allows stores to select and print locally last-minute offers and replacement POS in 50 per cent less time than before [12].
Somerfield said net.tickIT allows the retailer to make last-minute changes that can be accurately reflected in all stores.
This has led to a 50 per cent saving in labour that is equivalent to more than half a million pounds a year, giving an ROI of less than four months.
[1] http://www.marketingservicestalk.com/news/cro/cro101.html.
[2] http://www.marketingservicestalk.com/news/mun/mun116.html.
[3] http://www.marketingservicestalk.com/news/rem/rem102.html.
[4] http://www.marketingservicestalk.com/news/rem/rem103.html.
[5] http://www.marketingservicestalk.com/news/rem/rem104.html.
[6] http://www.marketingservicestalk.com/news/dyx/dyx101.html.
[7] http://www.marketingservicestalk.com/news/ark/ark103.html.
[8] http://www.marketingservicestalk.com/news/ape/ape104.html.
[9] http://www.marketingservicestalk.com/news/ape/ape102.html.
[10] http://www.marketingservicestalk.com/news/hof/hof100.html.
[11] http://www.marketingservicestalk.com/news/hld/hld105.html.
[12] http://www.marketingservicestalk.com/news/pie/pie105.html.
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