Tips from the Designers Desk

Tips from the Designers Desk

With over 20 years of experience in the POS Display industry we know that the heart and soul of any successful point of sale display or visual merchandising program is great design. To win the hearts and minds of customers and to sell more products it is essential that your displays are engaging, connecting with your target customers while also meeting your objectives and budget requirements. There is a lot to consider when creating an impactful POS display stand, but here’s what we have found most important.

Tip 1: Creating clear objectives and a clear brief?

A design brief is crucial for the success of any project. It is a powerful tool and its purpose is to provide a clear definition of the project’s direction, detailing important information such as the creative strategy and more. It can be used as a road map and should be returned to when making any decision about the project to ensure that the decision remains within the scope of the set objectives. A strong brief often saves time down the track when it comes to making decisions about design, material selection, and that the project is organised and completed efficiently.  A brief, should require at the least:

1. A statement of the projects intended purpose and objectives: For example, do you want to maximise the visibility of specific promotions and products, increase sales or draw attention to sub or by products

2. Outline your target customer demographic: Having a clear understanding of your target customer is the first and arguably most fundamental step in developing an effective point-of-purchase display. It is crucial that you research your target customer’s demographics and behavioural characteristics and incorporate those insights into your design

3. What product will the project display: For maximum impact, your display needs to exhibit the products in a way that engages the customers.

4. Is it a temporary or permanent display stand? You need to decide whether it is better to go with a temporary display or a permanent display. It will depend on a number of factors such as promotion duration, budget and objectives.

5. A list of materials:  There is a lot to know about materials, and the right mix of materials can make or break a display. In addition, to achieve the most cost-effective display possible, it is vitally important that the display is designed to maximise material yield.

Tip 2: Value Engineering

When designing your project, always be open to ideas about how the design can be improved. At Cyplex, we are constantly considering alternative options that can satisfy the projects functional requirements at the lowest possible cost. Creative teams often lack the expertise in material selection and cannot understand where the cost implications of a certain design might lay. It is crucial that you aim to bring out the best in your display, eliminating features that add extra cost but fail to enhance user experience and customer engagement.

Tip 3: Be flexible with your choice of materials?

There is a lot to know about materials, and the right mix of materials can be the difference between success and failure from both a design and budget perspective. To ensure we get the most out of our selected materials, we design our displays to maximise material yield. That is, we focus on making as many units as possible from the material acquired. While it sounds like a logical process, executing it efficiently requires expertise as it involves numerous small altercations to the design dimensions. These small altercations can result in significant differences in the overall cost of the display.

In general, materials can be expensive, as part of our accumulated cost saving process we are always searching for alternate and cheaper ways to replicate a particular look or premium feel. Our knowledge in materials allows us to recommend the best option that maintains a strong visual impact for less.

Tip 4: Create something for the customer

As a rule of thumb, the most effective retail store displays are ones that increase shopper engagement by enabling the shopper to interact with the product. In virtually every case in which the shopper can touch, feel, and interact with the actual product, sales increase. Use QR codes, instructional content or incorporate a story line into your POS displays as a way to attract and engage with your customers. The aim is to ensure that your customers feel a sense of connectedness.

Tip 5: Inspect your display environment

In the world of retail, shelf space comes at a premium – and point of sale stands such as free standing display units and dump bins are ideal for maximising your store’s merchandising potential. Fitting neatly at the ends of aisles, in corners and around queuing systems, POS display stands are ideal for maximising the use of available space on the shop floor – and more products means more revenue, as bulk-buys and impulse purchases are added to every basket. Furthermore, inspecting your display environment means you can better match the design of your display stand to the retail area it will be exhibited. Incorporating modular and configurable designs into your POS merchandise enables you to meet the specific needs of retailers in a highly-customised way, particularly when it comes to space allocations, product mix requirements and the store layout.

We hope these tips help and put you on track when it comes to designing point of sale merchandise for your next promotional campaign. If you need expert assistance, then get in contact with us, we have much more to offer you.