Shopping. Love it or loathe it, retail is a huge part of our 21st century lifestyles and the profusion of vast, indoor shopping centres across the UK is proof of our insatiable appetite for retail therapy.
But 2020 has been an incredibly challenging year for retail and the pressure is on right now to bolster sales as we head towards a festive season where shoppers are wary about coming out to buy in person. Retailers have a huge responsibility make environments safe and easy to navigate, as well as capitalising on every bit of footfall – and point of sale displays have an important role to play.
Statistics show that almost 80% of UK shoppers buy things on impulse and almost a quarter of people do so on a weekly basis. Point of sale displays are an important driver for both impulse and non-impulse buys, and are therefore an important element of any retail environment.
So how can retailers make the most of the display technology available to them? The options are endless!
In modern shopping centres it’s a case of access all areas, so even the thoroughfares are valuable spaces for both advertising and retail in the form of pop-up shops and food or coffee kiosks.
In these spaces, lightboxes, lockable poster cases and totem displays can help to draw the consumer’s attention to both essential information on safety and signposting, and commercial campaigns designed to drive purchasing.
Of course, these types of display are also really useful in conventional store environments too – you’ll frequently see them used as part of a window display or in department stores where individual shops and brands need some extra help to stand out. Elsewhere, poster clamps and lightboxes can be used to make creative interior displays that make the most of every available square inch of retail space.
Finally, they may be small, but never underestimate the power of simple marketing tools like snap frames and freestanding information points. Placed anywhere that a potential customer must pause – whether on the back of changing cubicle doors, in lifts or in queuing areas – they can be the difference between a sale lost or won.