POS design is ‘Point of Sale design’. It refers to the practice of designing promotional items that sit near till points in retail environments.
Promotional materials include items like leaflet holders, countertop mats, stickers and ‘wobblers’, which attach to the till itself and draw attention to promotional messages.
Ultimately, POS displays are designed to encourage cross-selling and up-selling at the till point. They make customers aware of additional products and services while they’re in the right frame of mind. POS design is the discipline focused on driving those successful cross-sales and up-sale opportunities.
In order to deliver effective customer till point messages, POS designers need an understanding of customer psychology and behaviours, as well as graphic design, marketing best practices and retail environments.
We’ll take a look at each of these areas in turn, exploring how they can affect POS design.
Retail Awareness
First up, designers need to understand where POS displays are going to be used.
For instance, countertop space is often limited because it’s used for packing items, restricting the opportunity for large, elaborate POS displays. However, there may be space for a free-standing display near where customers queue, providing the dimensions are carefully considered.
3D modelling therefore comes in handy. By creating a virtual mock-up of the POS display, it allows you to visualise the promotion and get an idea of what it looks like in-situ.
Buyer Psychology
POS design also requires an understanding of customer psychology and behaviour.
The message and the visuals need to grab customer attention in the right place at the right time, with an appropriate call to action.
For instance, if a retailer is offering finance or their own credit cards, the ideal time to deliver that message is while they’re waiting in the queue, considering how they’re going to pay. The display should have a clear call-to-action inviting them to find out more and apply today. These customer till point messages could be displayed on wobblers attached to the till, on posters behind the checkout, or even as dividers at the checkout.
Alternatively, you may want to encourage low-value impulse purchases, such as chocolate bars and lottery tickets. Attractive product displays where customers queue can be enough to entice customers to add one more item to their basket.
Brand Knowledge
A clear understanding of your brand and its applications are vital if a POS display is going to meet your marketing objectives.
A great designer is able to take your brand guidelines and translate them into high-impact POS designs. They’ll use your colour palette, fonts and visual styles so you make an impact in every environment, enhancing both brand awareness and sales figures.
Creative Thinking
Of course, we couldn’t fail to mention the importance of creativity in an article that explains POS design.
Read more: 7 Ways To Find Inspiration For Your Next Retail Promotion
Designers need to bring all three of the elements above together with innovative ideas in order to create unique concepts that grab customer attention and drive sales.
If you need help with your POS design, BDH Tullford can help. Our team of talented graphic designers have more than 20 years’ experience developing signage and promotional items for renowned brands. They can even provide POS design guidelines for a wide range of items. Get in touch today to find out more.