POS has the power
I have to say I agree with all the statements made in this article (Delivering the stand out display, Packaging News, August). More and more brands and retailers need to get savvy and stop treating Point of Sale (POS) as an afterthought. It is a really powerful marketing tool.
You only have to look at the great work that the retailer Wilkinson has done over the last five years to change their stores for the better and how big Point of Sale theatre has become in retailers Seasonal aisle's to see that Point of Sale on an off the fixture: signposts, encourages dwell time and sells more product.
Digital Marketing is gaining momentum and not just with QR codes; retailers and brands need to keep their eyes peeled for SSI and AVA technology. AVA (Anonymous Video Analytics) is a great marketing tool to track interest in a product gathering data on gender, age and if they are drawn to a product or display.
SSI (smart screen interaction) interacts with the consumer, enabling users in any venue to use smart devices to answer polls/surveys/quizzes, offering coupons or even participating in a game. This interactive capability in real-time provides a service to a captive audience, an audience with a reason to dwell. Therefore it's a great marketing tool for brand communication.
