Islands in a sea of charms
Point-of-sale advertising Manufacturers and retailers use printed and electronic advertising media as well as conversations to get eye-catching advertising messages across to customers in an overloaded environment.
Point-of-sale advertising Manufacturers and retailers use printed and electronic advertising materials as well as conversations to try and get eye-catching advertising messages across to customers in a cluttered environment. It is a truism: over 80 percent of purchasing decisions are made at the point of sale. It is therefore logical that the advertising industry wants to set the tone here in particular. But as if the many colorful packages were not enough of a stimulus, additional eye-catchers contribute to the now total sensory overload. In some supermarkets, customers prefer to focus on the advertising because the product information signs are completely lost. Printed advertising materialsClassic PoS advertising materials are still displays made of folding carton and corrugated cardboard in their various designs for a wide range of purposes. The cardboard material is either printed directly using sheet-fed offset or flexographic printing (post-print) or pre-printed using flexographic printing and then laminated onto the corrugated cardboard (pre-print).
It is important to consider whether the displays are supplied separately from the goods. This is because the constructions must then be easy for the retail staff to unfold and assemble before the goods are sorted. If they are also to be used as transport packaging, they should ideally be assembled by the packing company and loaded with the goods.
For promotions, displays and brochure stands are also used only for information material, competitions and other campaigns. Or they are used purely for visual advertising, for example in the form of posters, ceiling hangers, shelf stoppers and display stands.
Electronic advertising mediaAdscreens are becoming increasingly important as a dynamic audio-visual alternative to static printed advertising. Interchangeable content is displayed on flat screens in real time. The moving image and sound attract additional attention. The network architecture determines the distribution scenarios: DVDs sent from the head office are played in-store; content management systems provide the audio, video and Flash files for daily download in retail stores; adscreens operated day and night, especially outdoors, are controlled individually via satellites and GPS coordinates. Cell phones are now also increasingly being used for advertising. Infonet points with intranet or internet access provide support.
Frequently used PoS advertising media in alphabetical order
Adscreens:
LCD monitors, RGB diode screens, projection screensDisplays:
Advertising and promotional displays set up on the floorBluetooth hotspots:
Broadcasting stations for mobile advertising or fast, wireless Internet access floor stations:
Displays that stand on the floor Ceiling hangers:
Tasting stands with advertising signs hanging freely from the ceiling:
Supervised or unsupervised promotion counter decoration:
Decorative items and materials for shelves, salesrooms and window displays:
Displays designed as dispensers for small-sized goods, samples or information flyersFlags:
Fabric panels to be attached to poles, usually in the outdoor area of the PoSFloor Graphics, floor adhesive:
self-adhesive films with advertising motifInfo flyer:
Folded or unfolded slips of paper, e.g. with product informationInfonet columns:
Information points where customers can browse the product range on a PC monitor or search the InternetInfo sign for shelf rails:
Signs indicating special product features (use, vitamin content, origin, organic conformity, etc.)Small posters:
indicate special offer prices for individual products at the PoSMatrix codes:
Two-dimensional dot code pallet displays printed on displays, posters, packaging and envelopes:
Mix of transport packaging and display made of printed corrugated cardboard promotional counters:
Quickly assembled counters with advertising print on the front and rear wall Shelf displays:
Displays that are designed as independent, all-round accessible shelvesTrays:
Mix of transport packaging and display; the goods are presented with the tray on the shelfShelf stopper:
paper signs printed on one side or cardboard or plastic take-back stations printed on both sides placed on the product shelf rails:
Recycling containers (e.g. for packaging waste, batteries, etc.) with advertising imprintShop-in-Shop:
Displays or stands that combine samples from a brand's entire product range:
Advertising prints and ad screens on the dispensers and on the dispenser counter displays:
Displays that are placed on the counter in the consultation and checkout areaTopper:
Advertising signs made of plastic, solid or corrugated cardboard (often contour-punched), urns, lot boxes:
Displays designed as drop-in boxes for forms or cards as part of a prize competition Advertising and sales stands:
Cell often modeled on the shape of the advertised product with counter, walls, roof and door wobbler:
UV offset or UV screen printed on one side, contour die-cut shelf stoppersDieter Kleeberg
It is important to consider whether the displays are supplied separately from the goods. This is because the constructions must then be easy for the retail staff to unfold and assemble before the goods are sorted. If they are also to be used as transport packaging, they should ideally be assembled by the packing company and loaded with the goods.
For promotions, displays and brochure stands are also used only for information material, competitions and other campaigns. Or they are used purely for visual advertising, for example in the form of posters, ceiling hangers, shelf stoppers and display stands.
Electronic advertising mediaAdscreens are becoming increasingly important as a dynamic audio-visual alternative to static printed advertising. Interchangeable content is displayed on flat screens in real time. The moving image and sound attract additional attention. The network architecture determines the distribution scenarios: DVDs sent from the head office are played in-store; content management systems provide the audio, video and Flash files for daily download in retail stores; adscreens operated day and night, especially outdoors, are controlled individually via satellites and GPS coordinates. Cell phones are now also increasingly being used for advertising. Infonet points with intranet or internet access provide support.
Frequently used PoS advertising media in alphabetical order
Adscreens:
LCD monitors, RGB diode screens, projection screensDisplays:
Advertising and promotional displays set up on the floorBluetooth hotspots:
Broadcasting stations for mobile advertising or fast, wireless Internet access floor stations:
Displays that stand on the floor Ceiling hangers:
Tasting stands with advertising signs hanging freely from the ceiling:
Supervised or unsupervised promotion counter decoration:
Decorative items and materials for shelves, salesrooms and window displays:
Displays designed as dispensers for small-sized goods, samples or information flyersFlags:
Fabric panels to be attached to poles, usually in the outdoor area of the PoSFloor Graphics, floor adhesive:
self-adhesive films with advertising motifInfo flyer:
Folded or unfolded slips of paper, e.g. with product informationInfonet columns:
Information points where customers can browse the product range on a PC monitor or search the InternetInfo sign for shelf rails:
Signs indicating special product features (use, vitamin content, origin, organic conformity, etc.)Small posters:
indicate special offer prices for individual products at the PoSMatrix codes:
Two-dimensional dot code pallet displays printed on displays, posters, packaging and envelopes:
Mix of transport packaging and display made of printed corrugated cardboard promotional counters:
Quickly assembled counters with advertising print on the front and rear wall Shelf displays:
Displays that are designed as independent, all-round accessible shelvesTrays:
Mix of transport packaging and display; the goods are presented with the tray on the shelfShelf stopper:
paper signs printed on one side or cardboard or plastic take-back stations printed on both sides placed on the product shelf rails:
Recycling containers (e.g. for packaging waste, batteries, etc.) with advertising imprintShop-in-Shop:
Displays or stands that combine samples from a brand's entire product range:
Advertising prints and ad screens on the dispensers and on the dispenser counter displays:
Displays that are placed on the counter in the consultation and checkout areaTopper:
Advertising signs made of plastic, solid or corrugated cardboard (often contour-punched), urns, lot boxes:
Displays designed as drop-in boxes for forms or cards as part of a prize competition Advertising and sales stands:
Cell often modeled on the shape of the advertised product with counter, walls, roof and door wobbler:
UV offset or UV screen printed on one side, contour die-cut shelf stoppersDieter Kleeberg
