By Mark Fletcher, Managing Director of Pointer, part of the bezier group
Innovation is the buzzword in the POS marketplace – and the permanent POS sector is no different.
In fact, innovation is driving the sector forward as an increasing number of clients look for longer-term presence in store. Some are even looking to use permanent POS as part of an overhaul of entire category areas on behalf of the retailers – in return for preferential positioning or space allocation.
In the last 23 years Pointer has seen the industry change substantially and, with technology now more accessible than ever, development is continuing apace.
Lighting, TFT screens and moving parts are becoming regular features in design and the incorporation of digital media in POS displays will undoubtedly continue to increase.
This in turn allows POS to tie in more directly with wider marketing campaigns – linking displays with ‘pure’ digital media campaigns – and of course the displays can be easily up-dated through the use of flash cards and web. This ensures the entire campaign can be kept fresh.
Creatively, permanent POS suppliers are also being compelled to explore new avenues in order to continue to create high impact displays. Innovative use of materials and growing architectural influences are driving aesthetic appeal in the prestige markets such as fragrance, fashion and high value electronics and mobile technology.
A good example of this was the recent FSDU we created for Beiersdorf for its Nivea Visage Oxygen Power range. We took inspiration from the Vatican Museum and Guggenheim and then incorporated the oxygen bubbles effect that Nivea uses in its adverts to show the product off on a spiral, floating upwards. This resulted in a unit that had great impact in Boots stores across the UK.
As a reflection of the impact permanent and semi-permanent POP can have on a brand, some clients are also beginning to utilise it in the promotional environment to increase the premium appeal of mass market products – with skincare and cleansing products particularly benefitting.
Using permanent POS in this manner is becoming more accessible due to low cost sourcing from other countries, with displays created in the Far East improving in quality all the time. Lead times from these countries are also reducing which enables clients to capitalise on the cost savings.
But while the future is bright for the permanent market there is still one debate that divides opinion. As in all areas of in-store activity the issue of the environment is raging – should customers be looking to produce POS in recyclable materials such as card or opting for permanent units that are updatable and remain in store longer, thus reducing waste?
It’s a huge debate and there are pros and cons to both. In our view it is the agency’s responsibility to keep abreast of developments in order to provide counsel to clients and ultimately deliver the right solution for each client.
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