Here’s a checklist of some of the elements we suggest you cover when planning a POS campaign or designing for POS display.
Understand your brand and products
If there’s a mood board, brand guideline or archetypes document, use it to inform your design. The more backgrounding you do, the better equipped you are to produce a POS design that works.
Understand in-store limitations and opportunities
Stores have specific requirements and restrictions for the use of your POS. And if you don’t work with them, your POS may well not get an airing. But stores are always on the lookout for opportunities too which can lead to some great promotional partnerships and creative design possibilities.
POS placement and location inspiration
It’s vital you understand the environment your POS has to work in, so it’s definitely worth making a day of store visits to get a feel for locations. There’s no substitute for on-site visits to get an understanding of the space, as well as seeing what competitors are producing. Which is why our designers always immerse themselves in both the brand and retail environment before designing.
POS: part of the omnichannel mix
Of course, Point of sale is a part of the media mix so needs to be a consistent and integrated part of the omnichannel campaign experience. If a designer isn’t involved with working on other channels, they need to familiarise themselves in other campaign elements to ensure their work integrates seamlessly with – and enhances – the overall campaign experience.
Understand your creative POS options – by working closely with suppliers.
We always strongly suggest that designers work closely with suppliers at the earliest stages, so they understand what their creative options are. POS has to be printed and manufactured and the best suppliers can not only show you a whole range of POS that has been manufactured to date, but can also advise on manufacturing limitations and opportunities that you can exploit.
Our POS designers will be only too happy to get involved in the earliest design brainstorming stages to advise on what’s appropriate and explore your options with a view to actual production and in-store installation.
Variable data-driven POS
Like all kinds of print, much modern point of sale can be digitally printed and data-driven to create bespoke installations that speak to local audiences. The rule of thumb is if it can be printed, then it can be variably printed, but the key is to understand the best ways to use personalisation to create impact and drive sales. This is a key area our POS consultants can offer you their expert advice.
Point of sale artwork, manufacture and beyond
When your designs are finalised, all but the most experienced point of sale designers will be happy to manage their project into production and beyond. Again, production is an area where it’s great to be helped through the process with an experienced POS project management team.
Our POS project managers advise on how your artwork should be supplied. They’ll deliver POS mockups for approval before helping take your carefully crafted designs into manufacturing, liaising closely with printers and POS manufacturers to ensure high quality is maintained and punctual delivery is achieved.
They also arrange warehousing and distribution, so your POS is delivered when and where your campaign requires.