POS/POP solutions from a manufacturer’s perspective

POS tools can motivate shoppers for buying and at the same time they also increase consumer consciousness and generate buying impulses. The secondary displaying of products can boost sales and reach new target groups. Marketing experts are focusing on the shopper route in-store to find those spots where it is the easiest to catch the attention of customers. POS tool use is becoming increasingly important in retail trade. POS is the place where brand and shopper meet. About 70 percent of buying decisions are still made in the shop.

Claudia Rivinius, marketing director of STI Group – Europe’s leading POS tool manufacturer – talked to our magazine about her company using the ROI Light™ index. By using the company’s solution, brand manufacturers can test the efficiency of their secondary displaying ideas before implementing them: a 3D model is utilised to place the secondary displaying at various spots of a virtual store and the results are analysed from various perspectives. With the ROI Light™ index the effect of different displays on sales becomes comparable, therefore brand owners can decide which POS tool to use in real life.

About market trends she told that their view is that online and offline communication need to be connected. Displays are more and more interactive and product packaging is also an important communication device. The main driving force behind development projects are efficiency and success. New packaging or display concepts can help cutting costs in the supply chain or they can also generate extra sales with greater efficiency.

One of the biggest achievements by the STI Group in the recent period has been introducing the new D-flute corrugated cardboard: the 2mm thick new material fills the gap between the B- and E-flute corrugated cardboards. D-flute also ensures better print quality, reducing storage volume (by 30 percent) and base material use (by 10 percent), and thanks to this it lowers costs. Another new solution from the STI Group is the Flexible Shelf, a modular system made from corrugated cardboard.

These days major product manufacturers like to work with POS tool makers that are present all over Europe. Monika Cervenak, commercial director of DS Smith (SE Europe Central Cluster) told our magazine that demand from Hungarian companies is growing for corrugated cardboard POS tools, which some of them intend to use for a one-year period. Those solutions are popular which are easy to assemble, can be used simply with products and can carry a lot of weight (up to 30kg/shelf). Dynamic POS tools (capable of movement, light and sound detection) have also started their market conquest.

Among long-lasting displays those Béflex solutions are very popular which can be set up without having to use screws. These can also carry a lot of weight and are simple to use. Gergely Bognár, commercial director of Béflex Zrt. informed Trade magazin that in the long run the market is going in the direction of digital solutions. They also make a growing number of digital signage-based POS tools for partners. Béflex’s strength is that they offer a 360-degree service. The engine of their innovation projects is basically the problems they need to solve for customers, but they also keep an eye on current European trends.

The company also shares the view that nowadays interactivity and dynamic POS tools are very trendy. Recently one of Béflex’s biggest successes was the digital display equipped with a touchscreen that they made for NESPRESSO. Shoppers can use it to answer a few simple questions, based on which they are recommended a type of coffee they are likely to like. The display’s exclusive material and stylish design is in perfect harmony with what the NESPRESSO brand represents. This display won both the Hungarian and the international POPAI display contest, plus it finished first in Trade magazin’s promotion competition.