POS Display Design: Creating Impactful Point-of-Sale Displays
In retail environments, every inch of space counts when it comes to influencing purchasing decisions. Point-of-sale (POS) displays have emerged as a powerful tool for engaging customers at the checkout or near transactional areas, where impulse buys are more likely to occur. By leveraging smart design and strategic placement, brands can boost visibility and encourage last-minute purchases.
What Are POS Displays?
POS displays are promotional units placed near cash registers or checkout counters, designed to catch the customer’s attention as they finalize their shopping. These displays are often used to showcase small, high-margin products like snacks, beverages, cosmetics, or other quick-purchase items.
Unlike traditional shelf displays, POS displays focus on convenience and impulse buying, giving brands a critical opportunity to push products that customers may not have initially intended to purchase. Walmart sidekick displays and counter displays are common examples of how retailers use POS displays to maximize their sales floor.
Key Elements of Effective POS Display Design
A successful POS display must combine visual appeal, practicality, and brand messaging. Here are the key design elements that contribute to impactful POS displays:
Clear Messaging and Branding
A well-designed POS display clearly communicates the product and its benefits within seconds. Bright, bold headlines, concise product descriptions, and prominent logos help customers quickly identify the brand and product. Customizable elements such as graphics, colors, and fonts reinforce the brand’s identity and help create a connection with the consumer.
Compact and Space-Efficient Design
POS displays are often situated in high-traffic but space-limited areas, such as near checkout counters or along aisles. Therefore, they need to be compact while still being highly visible. Counter displays or PDQ tray displays are designed to fit smaller products like gum, candy, or trial-size cosmetics, allowing retailers to maximize sales in tight spaces.
Engaging Visuals
Eye-catching visuals are essential for grabbing attention at the point of sale. Whether through the use of vibrant colors, high-quality images, or engaging graphics, a POS display must stand out in a busy retail environment. Brands can experiment with different materials, including glossy finishes or die-cut shapes, to add a dynamic and interactive element to the display.
Call to Action
A compelling call to action (CTA) is crucial for driving sales. Phrases like “Buy One, Get One Free,” “Limited Time Offer,” or “New Arrival” create urgency and incentivize customers to make an immediate decision. This is particularly effective when placed in a POS setting, where customers are already in the mindset of completing their purchase.
Easy Stocking and Maintenance
Retailers and brands need displays that are easy to maintain and restock. A well-organized display with easy-to-access compartments ensures that the product is always visible and available for customers. POS displays should be designed with functionality in mind, allowing store staff to quickly replenish products without disrupting the flow of the checkout process.
Types of POS Displays
There are several types of POS displays that can be used depending on the product and retail environment. Common types include:
Counter Displays: These small, compact displays are perfect for checkout counters and often feature high-margin items like snacks, cosmetics, or small electronics.
Floor Displays: Larger than counter displays, floor POS displays can hold a greater number of products and are typically placed near checkout areas or in high-traffic store aisles.
Shelf-Edge Displays: Designed to attach to store shelves, these displays promote products directly next to the regular shelf stock. Shelf-edge displays are particularly effective for drawing attention to new or discounted products.
Pallet Displays: Used in larger retail environments like Costco or Walmart, pallet POS displays are designed to hold bulk items, combining product storage with high-visibility marketing.
Boosting Impulse Buys
Impulse buying is a major driver of sales, and POS displays are designed specifically to capitalize on this behavior. Products displayed at the checkout area are strategically placed to encourage last-minute decisions. By highlighting convenience items, limited-time offers, or low-cost products, POS displays can significantly increase the average transaction value.
For example, a well-placed cardboard snack display near the checkout counter may entice customers to add a bag of chips or a candy bar to their cart as they wait in line. Similarly, cosmetic brands often use corrugated cardboard displays to promote smaller, affordable items like lip balm or hand cream, encouraging shoppers to grab one as a quick add-on.
Sustainability in POS Display Design
As sustainability becomes a growing concern for both retailers and consumers, brands are increasingly turning to eco-friendly materials for their displays. Corrugated cardboard displays are a popular choice for POS units, offering durability and recyclability at a low cost. Not only are these displays lightweight and easy to assemble, but they also align with the values of environmentally-conscious shoppers.
Conclusion
POS display design plays a pivotal role in retail marketing, offering brands a powerful tool to boost sales and engage customers at a critical point in their shopping journey. By combining visually appealing designs, clear branding, and smart use of space, POS displays can increase product visibility and capitalize on impulse purchases. With the right design elements and strategic placement, brands can create impactful POS displays that drive both customer engagement and revenue.