The Do's and Don’ts for an impactful POS
application
We see it all too often: POS (point of sale) activations that compete for the attention of the customer. Often in the form of a banner, shelf tag or (floor) sticker. What are the do's and don’ts for a successful POS activation?
What you should especially pay attention to
The POS activation on the shelf is the moment to leave a lasting impression, to bond with your customer and to distinguish yourself from the other products. Use this moment well and make sure it appeals to all the senses:
- In addition to the visual sense, appeal to the other senses of your customer group. Have a customer feel the material of the new packaging, or smell the new smell of the product. For example, you could smell the new scents of the Ruby, Lenor and Silan detergents through special squeeze bottles.
- Make sure you use striking elements; you can distinguish yourself from the rest with accessible options such as a coloured flashing light. Autodrop and Saitaku, for example, have used this in a playful way; coloured lights to match the Las Vegas theme, or a flashing light placed playfully in the word Poké Bowl to make it stand out more.
What not to do
Sensory POS activation is good of course, but make sure you don't go too far in it. What you should especially watch out for
- A
sloppy application. Crooked hanging signs, chipped or torn plastic, torn
flyers... We see it too often. Of course not everything can be kept under
control and you sometimes depend on the caution of the stock filler, but the
above examples can easily be solved by choosing slightly higher quality materials
in your application.
- Applying
sensory stimuli as a 'trick'. Sometimes it seems as if brands wanted to quickly
insert a sensory element afterwards. Take, for example, the flashing light in
Blue Band's wobbler; placed randomly in the white artwork, so it doesn't add
much. So pay attention: sensory experience is good if it is in line with your
entire expression!
Want to
know more?
Would you also like to know more about how you can improve your brand experience on the shelf? Do you know how to apply the right sensory cues that are in line with your brand DNA? Senta likes to think along with you.