POS Design & Effectiveness

We love good Point of Sale!

POS can create desire, navigate shoppers to where their product is, communicate price, promotion, intrinsic and technical/production info. It really can move a Shopper/Consumer from consideration to purchase its that good!

However, despite years of research, going to many conferences across the Globe, having multiple discussions with agencies and manufacturers and clients, running workshops in over 40 countries and generally extolling the benefits of great in-outlet communication, we continue to be approached to better understand how brands can create more effective POS in what is one of the big budget areas in any FMCG organisation.

So how can we help you to create and get better and more persuasive in your point of sale activations?

When we ask clients and their teams why they don’t understand or evaluate their POS activity, the most common answer is there is too much subjectivity and they don’t have the time or the money to evaluate.

We can help you understand where you are losing effectiveness and how you can identify where to communicate to the shopper or consumer on their decision journey in a quick and relatively cheap way and embed the thinking in your business.

This worrying Insight should help to focus on the task at hand.

When we pull together our own studies as well as the collective wisdom of research agencies and neuro experts we see that on average 80% of POS is neither not seen or acted upon!

Just think about that for a minute……… 80% of your hard-earned budget is broadly wasted, and for many of our clients that’s a ton of money- up to $100m a dollars a year!

What we do know however, from extensive research as well as others, is that if you can get shoppers to see your POS, and its simple to understand and is relevant to them, in many cases they go on to buy.

So there is hope

Good POS works! We can help you diagnose which items should be kept, and perhaps which you should consider not producing any more or redesigning.

Over time, we have continued to increase our understanding by learning and creating methods and processes that help our clients to identify what to change or remove from their calendar and campaigns. We help you to question your agencies to further understand how their creative works and how it affects the shopper.

We help you build your teams’ capability to interrogate the activity and their creative in a structured way, so that they are able diagnose what’s potentially wrong and how to address it