Debra Jamieson, Sales and Marketing Director, UKPOS
With the average secondary school uniform costing £285 per child, it’s the time of year when parents in the UK head to the shops to stock up on new uniforms, stationery, sportswear and school books. UK Point of Sale is urging retailers to compile their essential point of sale kit, to ensure they are marketing merchandise effectively in the run up to September.
With supermarkets, department stores, stationers and independent retailers all competing in the “back to school” marketplace, UK POS is recommending each retailer creates a point of sale kit to reflect their USP, and therefore promote their products to the huge number of consumers looking to purchase multiple items this summer. The point of sale kit will often include flexible items, which help to drive footfall, whilst being easy to update with new offers or prices.
The retail market is highly competitive at the moment, with price and offers often being top of many consumers’ priorities. Price promotions therefore need to stand out from the crowd, with outdoor point of sale such as ‘A’ boards & Pavement Signs being a popular way to draw people into the store. Point of sale items that focus on attention grabbing visuals also prove to be a successful way to drive parents and children into the store, therefore, Window poster holders can provide an attractive way of displaying offers.
1) Get inside your customer’s heads
Understanding your clientele is fundamental to your store’s success and is something to keep in mind when promoting special offers through point of sale. The other factor to consider is the style of point of sale items used to promote such offers.
2) The Point of Sale Kit
The leading retailers that we work with always use an effective and hardworking point of sale kit, which works throughout the store to maintain the unique identity of the retailer whilst promoting individual products within different departments. This kit must always allow for flexibility with items that are easy to update with new signage, meaning they can be reused for different seasonal promotions throughout the year.
3) Don’t forget the importance of visual merchandising
Window merchandising on the high street is an extremely important part of a customer’s shopping experience. Ensuring a shop window really stands out and that special offers and promotions are clearly on show will make all the difference.
4) There’s nothing worse than tired looking POS
Nothing is more off-putting than seeing a poster put up by sticky tape. Point of sale should look clean, streamlined and most importantly professionally consistent to draw customers in.