The interest of a store is to invest in sustainable, attractive and easy-to-use POS materials, which will have a positive effect on mood and behavior of a buyer. You can predict that in the next few years, digital, multi-functional and efficient advertising media will become the most important element of the arrangement of shops. In this case, the impact on the senses and the emotions of the customer will be particularly important for the decision-making process – more than ever before.
Encouraging a customer to stay in a store as long as possible or to lead him or her taking the longest possible route among shelves is becoming less practiced. Today, the superior values are time and convenience of a customer, and the most important goal is to create a positive shopping experience, so that a buyer will be happy to return to a store and recommend it to others.
Merchandising is one of the most important and fastest-growing sales support tools. The main task of a professional merchandiser is a skillful arrangement of the appearance of a store, which is to provide what a customer expects in a given location. This refers to the appropriate exposure of products and their current complementarity, taking care of the proper placement of POS materials, or even adjusting elements of sensory marketing to the strategy of brand promotion.
Points of sale are business cards of commercial networks, and effective use of visual merchandising tools makes that customer spends his or her time there and goes back to them more willingly. Today, the number of elements that may affect the aesthetics of the retail outlet is being minimized. We move away from unnecessary stands or POS, because their multitude disturbs the harmony of space, while contributing to the weakening of the importance and clarity of communication. POS become more sophisticated, and the aim is to induce the ‘wow’ effect and not only to inform about the next promotion or a new product.
The holiday season is an ideal opportunity for local stores for a higher than usual income. It is worth investing in themed decorations, so that a client can feel the festive atmosphere from the threshold of a store. The central point for store ornaments should be the window display, and its complement – extras in a store, e.g. in the form of POS materials. During this period, stoppers, tags and promo stands are the most popular.
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