What is a POS display, and why are they used in retail?
If you’ve got a product on the shelves, or you’re trying to get into retail for the first time, a POS display (point of sale display) is one of the most powerful ways to get shoppers to notice you and sell more units. A POS display is the stand, unit, or fixture that holds and promotes your products in-store. They’re designed to grab attention and drive sales right where the buying decision happens.POS displays can take many forms, such as:
- Free-standing display units (FSDUs): ideal for larger retail areas, where you can have maximum impact.
- Countertop displays: great for smaller products or impulse buys.
- Wall-mounted or modular systems: perfect for a long-term, premium look.
- Gondola ends: placed at the end of shelving aisles for maximum impact.
- Promotional shelving displays: retrofitted onto existing shelving.
Why a Custom POS display?
If you want to improve your product sales in retail, a custom POS display could be the solution you need for more engagement on the shop floor. Instead of purchasing a standard display with your logo added, you can create a completely branded and tailored solution. This enhances your products' brand recognition, engagement, and sales.- Branding: A custom display is created around your brand identity to maximise brand engagement. You can create a display with your exact colours, logo, message, and other elements that make your brand unique.
- Materials: The materials you choose greatly influence the look of the display, its longevity, and, most importantly, its cost. But don’t worry, your POS display manufacturing partner can guide you in the right direction and explain the options available.
- Layout: You will need to consider the layout of the retail space available, as well as the display configuration. If you have been given restrictions, such as a small countertop or a specific shelving area, a custom display allows you to make the most of the available space. Also consider how consumers will pick the products. If there is shelving, is there sufficient space for products to be removed easily and for retail staff to restock without causing damage?
- Product-fit: Your products need to remain safe, secure, and easy to restock. A custom POS display allows for precise measurements, ensuring not only that the display drives more sales but also that you have a tidy and neat presentation.
- Lifecyle: You are in control of how long it lasts and what happens to it. For example, a lightweight, recyclable display is often the choice for targeted, short-term promotions. Alternatively, you can opt for a display made from durable materials that lasts for years, featuring interchangeable graphics for promotions. That way, you only need to ‘refresh’ the stands for each promotion and only replace the units that have reached their usable life.
- Flexible: Custom displays can be built modularly, allowing you to change and adapt in-store displays for different product ranges or varying area sizes. For example, you could design a set of displays, and each retail location can choose the type that best fits their space.
Step-by-step: how to create a custom POS display
1. Goals and Requirements
Before jumping into the design stage, first consider your goals and objectives for the display.- Goals: What do you want the display to achieve? Examples might be:
- Brand awareness and engagement
- Increase market share in retail
- Retail sales uplift by X amount
- Sustainability goals
- Target shopper audience: Who are they? When and where are they most likely to purchase?
- Budget range: Set a target cost per unit or a total project budget.
- Deliverables: What is the timeline? How many units do you require, and where is the delivery location?
2. Build a Brief
The next step is to prepare a brief for your retail display partner. It doesn't need to be polished at this stage, but it’s a good idea to think through the results you want to achieve. A clear brief keeps everyone working toward the same goal and ensures you get the result you want. Combine creativity and practical needs to create a display that effectively showcases your products.Here’s how to build the brief:
- State the facts. Use your goals & requirements planning to clearly state the facts you already know - for example, the retail space, the size of your products, and the budget range. You may also need to consider:
- Retail footprint: how much space do you have available?
- Planogram: where does your display sit in comparison to competitors?
- Weight loading: What is the weight of your products, and how heavy can the shelves or floor area be?
- Safety: Are there any safety requirements to consider for the products or the stand?
- Retail guidelines. Has the retailer given you any specific guidelines to follow, or what is their approval process like?
- Research POS display providers. At this point, it’s worth researching POS display specialists that can offer completely custom or bespoke solutions. Look for companies that have experience across the entire project cycle, from design to installation, and can guide you in the right direction.
- Develop a concept or sketch. This is usually the fun part: starting with an idea — even a rough sketch — is fine at this stage. You can then either work with a design agency or use a POS display provider's in-house design resources to assist with creating the final design and technical drawings.
- Gather your branding information. Include your latest brand guidelines: colours, fonts, and tone of voice. Also, your current hero claims and key messages. And finally, any mandatory information, such as legal copy, QR codes, or essential product information.
- Research your competitors. See who else is in your category and how you can stand out. Add photos or visual references to help the display company understand the market.
3. Material Selection
The next step is to consider the materials from which your display will be made. Think about your goals when making a final material decision. Your POS display provider will guide you, but it’s essential to remember that, generally, the most affordable options (cardboard) are only suitable for short-term promotions where the material can be recycled later. Here are some of the common material options for POS displays:- Corrugated cardboard – Lightweight, cost-effective, and easy to recycle. It has limited strength and is usually better suited to short-term promotions.
- Display board (foam board, solid board) – A cleaner, more rigid look while staying relatively light.
- Acrylic – Glossy and premium; perfect for showcasing high-end or tech products.
- Metal – Very durable and stable, making it ideal for long-term fixtures or heavier items.
- Wood – A natural, craft-inspired, or sustainable look. Ideal for food, drink, or lifestyle brands.
4. Technical Design and Engineering
Next, have technical drawings made. Your POS partner will create detailed CAD or 3D drawings that illustrate how the display components fit together. They ensure every element is planned for strength and practicality. At this stage, weight load and balance are checked for reliable store performance. Safety is also considered at this stage, so it’s important to think about what might be required, for example, removing sharp edges or being made fire-retardant, if required by the retailer.5. Graphics and Messaging
Graphics and messaging are key in every display. Think about them as a visual hierarchy:- Brand first: Make sure your name or logo stands out.
- Product: Show the products clearly.
- Benefit: Highlight the features that set your products apart from competitors.
- Call-to-action: Invite shoppers to take action: buy now, try, or scan here.
6. Prototyping
Before you go into full production, you should be confident that the display meets your objectives. Your POS display partner will produce a prototype for you to test. At this stage, ensure you test your products and, if possible, conduct a small in-store trial to observe how shoppers react. Gather feedback from all stakeholders, then return to your solution provider with your tweaks and adjustments. If significant changes are involved and there is no time to deliver a second prototype, request photos and in-depth videos to ensure you’re satisfied with the final piece before proceeding to full production.7. Manufacturing & Quality Control
With the prototype approved, it's time to move into full production. Throughout the manufacturing process, your displays will go through a series of quality control (QC) checks. You will likely receive reports and photos during this stage, allowing you to monitor the units' progress and consistency.8. Packing and Logistics
The project will have already been agreed at the quoting stage, and generally it falls into two categories:- Flat-packed: Low transportation costs and less chance of damage during transportation, but assembly is required in-store.
- Fully assembled: Faster set-up and guaranteed look, but higher logistical costs.
9. Retail Installation and Compliance
Before your displays are delivered, make a simple checklist to prepare. For example:- Are the retailers ready to receive the displays, and do they have the space available?
- Are the products in stock at the retailers, or are they on the way?
- Have any promotional pricing offers been agreed upon, and have the retailers implemented the change?
10. Measure Performance, ROI and Optimise
The final stage is to measure your display's performance and make any necessary future adjustments. Measure key figures, such as:- Sales uplift vs. retail locations without displays.
- Sell-through rate and how fast stock is moving
- QR or NFC scans (if applicable)
- Final ROI of your display project
