Design can be a powerful tool in capturing an audience’s attention, conveying a message or telling a story. Companies know all too well that design plays an important role in how a brand is represented, and how it communicates with its customers.
Design plays a crucial role for a brand in its point of sale (POS) solution. A POS stand is the permanent face of the brand to the consumer and is the first thing consumers will see in-store when they visit a brand or purchase a product. The design of a POS stand is therefore extremely important, as it can help to attract and engage customers with the brand, yet must convey the brand’s key messages and entice customers to make a purchase decision.
A lot of planning and research goes into the design of POS to ensure it accurately represents the brand and conveys the right message. As a leading point of sale and retail merchandising provider, EDA Australasia (EDA) has conducted extensive research into this space to deliver innovative POS and retail marketing solutions for a variety of brands that are creative, original and powerful.
John Atwill, Managing Director of EDA Australasia, reveals his insights into the science behind the design of an effective POS solution.
Understand the brand
The first step to developing an effective design for a POS display is to fully understand the brand and messages that need to be conveyed to the consumer. EDA is critical to this process helping identify how to bring these elements to life through POS.
“At EDA we place high importance on developing long-term relationships with our clients, as it allows us to understand the brand on a deeper level. Sometimes we even end up knowing as much about the brand as the brand managers.”
“Having an understanding of and adhering to the brand’s guidelines, is also important to building an effective POS solution that truly represents the brand and appeals to its customers. The POS display is one part of the brand’s overall marketing strategy and the display needs to continue the brand story. When all the branding elements work together, customers will be more likely to recognise and engage with the brand,” said Mr Atwill.
Research, research, research
Conducting research into the POS environment, retail landscape and customer buying behaviours when developing a POS solution should be a major focus. Research can reveal new insights in these areas to help inform the design of the POS stand and determine what resonates with customers.
“We are constantly researching customer shopping trends, the POS environment and our clients’ industries to ensure we are at the forefront of innovation to deliver the right in-store environment and produce great commercial outcomes for our clients. We also conduct our own research as well as frequently review international and local research sources. With this approach, we have discovered new insights such as the best place to highlight new products for a cosmetics brand is in the centre of a POS stand, as the customer’s eye is drawn there first.”
The design process
The approach to designing a POS stand should be tailored to each brand, as well as the particular POS environment where the stand will be housed.
“We take a collaborative approach to designing a POS display and work in close consultation with brands and the retailers to develop a design concept that suits both their needs. Once the concept has been finalised we experiment with the design to build a prototype and receive final approval before manufacturing the display. By owning manufacturing facilities in China and Australia, we are able to offer unrivaled consistency and complete quality control for our clients.”
“We also take into consideration the type of materials we use on the POS display, as they need to match the brand’s guidelines and convey the brand message. For example, EDA designed a POS stand for Balenciaga fragrances and used gold and marble materials, as they are key elements of the brand. Instructional visuals and strategic lighting are also important design elements as they help to engage customers with the brand and encourage them to pick up the products,” said Mr Atwill.
When designing a POS display it’s necessary to consider logistical requirements like the space available for the display, and how it needs to be installed.
“EDA recently worked with beauty brand distributor BeautyNext to bring the NYX brand to Australian stores by adapting the existing POS stand from America to fit the space and design requirements provided by Target in Australia. We developed innovative displays which stayed true to NYX’s brand guidelines, assisting with strong sales results for NYX and Target.”
“It’s also a good idea to consider how the retailer will use and restock the POS display. A hallmark of the NYX stands is a creative shelving system design with pull out draws, making it easier for Target retailers to restock the stands,” added Mr Atwill.
It’s clear there are a number of essential considerations which determine the design of a POS display, including extensive research, understanding and complete familiarisation with the brand guidelines, experimenting with materials and design, and considering the logistical requirements and environment. By keeping these considerations top of mind, brands can develop an effective POS display that attracts and engages customers, accurately represents the brand, and boosts sales.