Great retail POS design can be one of your most effective tools as a retail business. It creates a visual connection with consumers and can inspire them to play with a product or investigate your brand further.
Often, a good retail POS design can boost sales by driving customers to purchase a new product or a product on promotion. POS displays can be used in an impactful way of maximizing the space in the store and allowing brands to offer more to the consumers.
POS displays help brands showcase their products and make memorable or even iconic. All in one unit, a POS display can tell a story, elevate a brand and persuade a customer to buy.
Consumers’ attentions are divided and a ‘nice’ looking POS system no longer cuts it. Your retail design needs to be unique and have to be compelling enough to stop people in their tracks to really give a remarkable shopping experience.
Our top tips for powerful retail POS design
1. Don’t be afraid to be bold with your retail POS design
Don’t be afraid to go outside the box with your retail pos design. Experimental retail is one of the biggest trends this year and consumers want to see something completely unexpected from their shopping experience.
When it comes to retail POS design, try throwing all the rules out of the window. We are all used to seeing a cosmetic stand in tall symmetric shapes as a standard in stores. But what if you were to explore asymmetric designs that look completely off kilter? If you are able to get a customer to stop and ask “what is that?” you have succeeded in grabbing their attention.
Don’t forget the basics when it comes to your retail POS design. Staying on brand and choosing your colour pallet wisely is still a must. Never underestimate the power of a beautifully designed (but readable!) font, this is where a graphic designer should be your best friend.
2. Add value for the customer
To create the desired response, it’s necessary to tell your customers the benefits they will get from purchasing the product. Adding a call to action such as “Buy Now” encourages an immediate action and including an extra promotion such as a coupon that can be used immediately or for future use of the same product will make an impact on creating an impulse decision.
Additionally, including a coupon for products that are used with the promoted product itself will help with the cross-selling.
3. Tell a story with your POS Design
Adding a call to action such as ‘Buy Now’ might be at the top of your agenda, however don’t miss out on the opportunity to tell your product or brand story through your point of sale. Could you tie the design of your POS with a current ongoing marketing campaign or theme?
Implementing design assets from your marketing campaign is a great way to elevate your brand to becoming more iconic in the minds of consumers. A cohesive campaign that runs from print, television through to in store is a great way to funnel customers to the product and drive sales.
If there is ‘empty’ space on your POS, could it be used to further inform your customer with graphics to tell a story or show how to use the product or the added benefits? A great example of this can be seen from Unicorn in their darts and accessories POS display. What could have been wasted space was used to inform customers of their ‘World Champion’ status. Don’t forget to include your other products that can be used with the main product by putting them on the display as well.
4. Supporting materials
If your product is not an impulse buy, customers will want to know more about it before deciding to make a purchase. Placing brochures or flyers on your POS displays can help your customers get informed about your products and potentially share the information with others. Make sure to include brochures and flyers that have attractive designs on your POS displays that will provide value and act as a powerful marketing tool.
5. Keep it interactive
Use the power of technology to make your POS displays more interactive and innovative. By creating interactive displays you can get your customers to use their mobile phones with QR codes and augmented reality tools that will make them more familiar with your product that will provide a reason to purchase.
This can be achieved by putting on screens on your display that could either play your commercial video or print out customized promotional materials or coupons. eMarketer estimates that by the end of 2019 there were be over 54.4 million active users of AR. Jumping on this trend early will not only encourage customers to play with your product, it will showcase your brand as an innovator.
Also experiencing a product through senses and sounds can increase the sales and build trust between the consumer and brand. Letting a customer touch the product, do a trial or taste it will have a positive effect. So incorporating these type of interactive tools on your POS design will make your displays more attractive that will result in an increase in revenue.
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6. Be Eco-Friendly!
Unless you have been fast asleep over the last few years, climate change is having a huge impact on retail. Consumers expect brands to be doing their bit for the environment from their packaging right through to their retail POS design. For many designers, this may seem like just another hoop to jump but think about it as a long term investment.
As shoppers are applying the pressure, governments are following suit. Many European and Asian countries have banned single use plastics so all businesses will need to start questioning their carbon footprint. We may eventually get to a point where companies are expected to disclose how much environmental waste they produce. By factoring sustainability into your designs now, you could be saving your business a headache in the future.
7. Set Focal Points
When creating your retail POS design consider the ‘rule of three’. This is where designers group products on a point of sale in groups of three. Instead of having one product as the main focal point, there will be three products together, making a bigger visual impact. Sometimes you might want to try the ‘pyramid method’ where there is a single product stacked on top of other products. This forces the eye down to absorb more of the display.
Think about how the eye moves up or down the POS display, do they start at the top and work down? Could it be starting in the centre and spiralling clockwise out? You may want to elicit an emotional response so really think carefully about the movement of the eye and stimulus.
Perhaps you want to start with a brightly lit product at the top and create some ‘visual speed bumps’ which lead you to other important product lines lower down. If you are able to team this with a great storyline for the brand, you will have an incredible display.
SUMMARY – Retail POS Design Tips
Retail POS designs are more effective when they are planned according to your brand’s strategy and created in a way to appeal to your target customer. A POS design that has a bold design that highlights the product benefit to the end user which at the same time provides a reason to purchase, will boost your marketing campaign.
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