While digital display is growing, cardboard still rules the aisles. As a practical best-practise guide, CA&S Group company Visible Worx, POS execution specialists, have assembled this blueprint for ensuring smooth execution and the best possible return on investment for your promotional spend on POS assets.
1: Well-engineered, durable units: POS needs to be sturdy enough to last for the full duration of the promotional period, including being bumped and shifted around in-store. Cardboard FSU bases often get water damaged and can quickly look untidy. The water may be from a leak, nearby spill or enthusiastic store floor cleaning.
2: Great design + simple construction: There is so much ‘noise’ in-store, less is more. Simple bold shapes, branding and graphics work best. Too much information is not engaged with by shoppers. In fact, it renders the item invisible. Assembly instructions need to be simple with good, clear visual assembly maps. This minimises the execution agency time spent or time away from replenishment and other key duties for field staff.
3: Format and size matters: Store Managers don’t like bulky POS of any kind (especially Parasite units) as they can get in shopper’s way, and they often cover smaller product. A one-size fits various store formats or channels, can be problematic. Power wing cladding doesn’t always work. They are easily damaged and often overbooked. Stores like slim FSU’s that can be better strategically placed, rather than large ones that block shopper flow and are difficult to navigate trollies around. Stores are generally open to Hanging strips and Gravity feeders, these are great tools. Durable, flexible POS is a pleasure to work with, and favoured by store managers and field teams alike.
4: Include Flow charts or diagrams: Always include Flows with the POS items, even if there is a secondary piece of communication, ensuring there’s no room for interpretation or error with whoever receives and installs it. They can always hand this over in-store if there’s someone else who’s responsible for stocking and replenishing it.
5: Plan a Pilot installation: A pilot installation is critical because this is the opportunity to resolve any production issues, and can save money and heartache down the line. It also gives the agency responsible for the installation an opportunity to develop a training module for the teams which includes visuals and a video. This will ensure teams achieve the same level of competency across the country, especially if it’s an intricate installation.
6: A quality client distribution brief. A comprehensive, complete brief with sufficient detail enables accurate costing for the specialist distribution and installation of your POS if your Field agency is not doing this. It ensures the right people with the right skills; tools and enough time are dispatched to do the best possible job. It should include: # The Complete store Universe, detailing breakdowns with the correct physical address details. The size, complexity and number of units will determine the number of team members and other resources that may be required. Stores should also be expecting us.
# Realistic time frames: Full details of the POS items, designs and requirements should be specified. This is key to approximate realistic time frames. The complexity of the installation, road freight allowances, travel times between stores and the time it takes to sign into the back of the store, especially large format stores should be allowed for in the averages. A client’s standard brief is that most items will take thirty minutes to one hour, and should be costed accordingly. In reality, it often takes that long just to access the store. Most installations in fact, take an average of one and a half hours.
7: Client Authorisation & Letter: Please ensure that this is requested via The Buyer or your Head Office contact and that the execution agency gets some form of high-level authorisation or verification from each channel. Poor communication to stores who’re not aware of the campaign results in refusals, inconvenience, additional cost and delayed execution. Most stores will refuse installation without an authority letter.
8: Delivery timings: Late POS deliveries are a regular challenge and even when they are late from the client, the execution agency is often the scapegoat when we cannot meet unlikely deadlines. Be realistic. Please.
9: In-Field connectivity: If there’s more than one in-field service provider involved in any campaign, it smooths the way when the POS manufacturer / POS warehouse / installation specialist / sales and merchandising agency / promoter agency or even Mall Management are informed, connected and can work in sync to the same end.
10. Quality project Communication: We understand that campaign plans can change mid-stream, but as soon as they do, make sure all stakeholders are informed – whatever the changes relate to –POS design specifications, the store list, NPD stock delays or any timing changes. Rather over than under communicate.
Well designed and placed POS can make a huge difference to shopper awareness, especially of NPDs, and drive increased sales through the tills. This can be hugely amplified with above and below the line messaging support, but for it all to come together – timing is everything.
Let us help? Visible Worx has a best practise POS execution briefing template to share, should you wish to receive and editable copy of this. email: firstname.lastname@example.org, or contact Andrew Gibbs on 082 455 5855. www.visibleworx.com The CA&S Group are proud stakeholders in the Visible Worx business, who continue to build an exceptional reputation for professionalism, quick turnaround and their outstanding service levels. Service offerings include highly skilled installation teams who can work across a variety of display types including permanent displays, “shop in shop” displays, digital media, temporary POD, vinyl and graphics. Visible Worx’s geographic coverage includes South Africa, Namibia, Botswana, Zimbabwe, Zambia, Swaziland, Lesotho and Mozambique.