A few of the basics of POS design and execution seem to have been forgotten during the COVID years. This free standing promo unit in Tesco, being a prime example.
In our POS Effectiveness training we demonstrate the need to be clear and compelling in your messaging in order to engage shoppers who are generally, short of time and not inclined to read small complex and detailed POS messaging. We also talk about eye level, or just below, being the prime messaging space for gaining shoppers’ attention.
In this McGuigan wine FSU, regardless of whether you believe it’s a good promotional concept or not, to be linking wine with driving, the messaging about the offer is below knee level and the wording is so small that you would have to sit on the floor of the store with a magnifying glass, in order to read the mechanics of the offer.
At The Capability Bridge we deliver effective, practical workshops to help raise an organisation’s capability in POS design and execution effectiveness, based on shopper research and understanding of the shopper Path to Purchase. Get in touch to find out more.