How point-of-sale packaging elevates brand visibility

There are many facets to point of sale (POS) packaging and brands use some, or all of them, to promote goods on both long-term and short-term marketing campaigns.

Our Managing Director, Jennifer Riddell, takes a look at how POS packaging works within a marketing strategy, the different types of point-of-sale packaging and why it’s important to have a trusted supplier on board.

A sales and marketing strategy and your packaging should be intrinsically interlinked if you’re utilising point-of-sale packaging to take your products to market.

By having a fully integrated strategy, timely campaigns, be them seasonal or simply to ensure products are sold, can be properly planned and eye-catching packaging solutions created.

Many companies, in addition to their own strategy also piggy back on big ticket events to drive sales such as football tournaments (drinks sales tend to spike) or hot summers (outdoor food and drink typically sees a rise in sales) and these are even more apparent if brands are taking their products direct to the consumer making them stand out in retail situations and driving choice to their brand and product rather than those of their competitors.
So, what type of point-of-sale packaging (POS) is there and how does it work?

Types of POS packaging

• Retail Ready Packaging (RRP) plays a huge part in enhancing stock replenishment and reducing overall packaging usage. Shelf ready packaging (SRP) solutions are particularly good at helping with stock replenishment and our team ensures all designs meet the functional requirements such as ease of opening, shopping, disposing of and recycling.

• Countertop displays are typically smaller than RRP units and are perfect for attracting consumer attention, particularly at point of purchase (check out). The range of solutions available mean designs can be created for a wide product range which capture last minute or impulse buying decisions. They are successfully used for promoting new product, products on offer, promotional items or simply impulse purchases. They are perfect for reinforcing brand image and increasing sales.

• Free standing display units (FSDUs) are standalone units, from which consumers select products in a retail setting. It can be adapted for a variety of products and is typically found on the shop floor. A simple style of POS, they are typically on brand and help to drive consumer interest by standing out in the retail environment to drive sales whether that is ongoing product demand or promotional items.

• Dumpbins are floor standing open topped display units that can be filled with a range of product and placed anywhere in store. They are proven to be an effective way of promoting products, raising brand awareness and encouraging impulse purchases. They can be tailor made to your size, shape and print specifications and header cards can be interchangeable to give added flexibility when changing bin contents.

• Merchandising Units (MU) allow products to be easily displayed and sold quickly by capturing the attention of shoppers to new products, promotions or product offers. They can arrive pre-filled on pallets, positioned for maximum exposure and of course, designed to offer bespoke styles and print.

Trusted supplier

Making POS packaging work is incredibly important and to achieve this success businesses should ensure they have a trusted supplier on board.

This supplier should have the capabilities to create eye catching designs that are on brand, fit for purpose and robust to withstand situations in retail outlets and the supply chain. Furthermore, if any assembly is required by those retail outlets, it must be ensured this is fool proof to ensure consistency of the pack at all retail outlets.

The supplier should also have the print capabilities to reproduce the artwork and the ability to meet supply and demand requirements even at peak times.

At Boxshop, we have a range of print capabilities, including our six colour BOBST Expertflex which delivers the most amazing print and die cutting solutions. Furthermore, our experience, adaptability and knowledge ensure we create, manufacture and deliver solutions that truly fit every customers individual briefs.

As part of the Logson Group, Boxshop not only has the capabilities to deliver exceptional POS solutions, but it also has the support of the wider group, giving added reassurance to customers.

To contact a member of our sales team, who will deal with your initial enquiry please visit
https://www.boxshop.com/team-boxshop.html give us a call on 01355 222960, or drop us an email on boxes@boxshop.com