Subsequent lockdowns have affected not only consumers, but also marketers – sometimes even overnight – the main sales channel was cut off.
Last year was marked by the recovery of demand and customer interest in stationary shopping.
Brands with extensive, properly functioning websites (oleole.pl, eobuwie.com.pl, sklepmartes.pl) and focusing on the development of sales networks outside shopping malls (Media Expert, JYSK, Agata Meble) did much better than those that – having no experience in this respect – they had to shift the main emphasis to trade on the Web.
How did brands decide to reach out to customers and what trends helped them do so?
DIGITIZING POS MATERIALS
It turned out that the digitization of POS materials at points of sale has accelerated significantly. An example is the already mentioned eobuwie.pl brand, which has stationary stores without physical products, or the CCC store chain, which has LED screens that allow you to change content at any time through central management, without the need to engage store staff or assembly teams.
I think that in the near future the penetration of online and offline communication at points of sale will force other brands to apply similar measures. Time has shown that the unprecedented increase in the importance of e-commerce during the pandemic was not a seasonal phenomenon and for many brands the Internet will remain one of the main sources of revenue.
ECO-FRIENDLY POS MATERIALS
The resignation from printed banners placed on the websites by some brands confirms another trend I have observed – an increasing emphasis on environmental issues.
Last year, one of our clients introduced a set of rules that apply to us when designing and implementing new POS materials. It is mandatory to use as much recycled or sustainable materials as possible, with the least impact on the environment. In this way, it is possible to cardboard stands, laminated packaging, cardboard stands or cardboard displays.
One of our biggest orders last year has been fully completed using cardboard POS.
COMPREHENSIVE PRODUCTION AND LOGISTICS OF POS MATERIALS
Another step towards improving the availability of materials in the market was to offer customers a one-stop solution for the manufacture, delivery, assembly, collection and disposal or reuse of certain items of store furniture and POS materials.
We also did a record number of venue branding last year. In designing and creating such places, we have taken into account customers’ expectations regarding marketing message and cost, emphasized the use of natural and ecological materials (including cardboard stands or cardboard stands), the possibility of personalization and adaptation to various premises.
ECONOMIC PRODUCTION OF POS
The greater willingness of customers to stick to a specific budget framework than before the pandemic often determines the use of low-cost and easy-to-process raw materials and components in the processing process to achieve a satisfactory end result. At the same time, however, we are seeing a large decrease in the volume of POS materials produced in a single batch, which requires us to adjust appropriate production technologies.
Increasingly, instead of thermoforming or injection molding, we are using the capabilities of our 3D printing department. This is because 3D printing makes it possible to produce the elements that make up POS displays and stands in a short period of time, and at the same time does not require the use of expensive molds, the high unit cost of which is best spread over a large number of products in a series.
USE OF POS MATERIALS IN SMALL POINTS OF SALE
As a result of the pandemic, large series of POS materials gave way to the production of short series of materials dedicated to strictly selected points of sale, important for customers due to location, generated turnover or brand image building. We have repeatedly produced POS materials using such unusual raw materials as natural slate, concrete, rubber or ship ropes. Highlighting the character of a given brand in a small amount of PSD prevailed over a fragmented and not always qualitative display in the entire chain or in multi-brand stores.
Some companies have postponed or completely abandoned the opening of more brick-and-mortar stores in favor of building showrooms (also in mobile versions, such as Xiaomi). Thanks to such activities, they can still offer customers the experience of their products (so-called UX) in a much more controlled and independent way. The implementation of such investments for our clients has confirmed our belief that this trend will continue in the coming years. POS materials and furniture used to equip such places are usually made to a much higher standard than those used in stationary stores, thanks to which they allow you to bring brand perception to a higher level. Such positive brand experiences quickly reach new potential customers.
THE FUTURE OF POS MATERIAL INDUSTRY
I think that the future for our industry is 360-degree marketing, combining the use of traditional POS materials with built-in screens, holograms, QR codes, AR technology, LED screens, POS terminals or TVs located at points of sale with online content, price comparison, product personalization and organization of strictly targeted events.