Marketers have a great opportunity to significantly improve their POS efforts by keeping a few simple, tactical principles in mind.
1: Work from the floor up. This means no POS hanging from the ceiling. Signs hanging from the ceiling is only for navigational purposes.
2: Keep it simple. Stop putting too many messages on the POS. The shopper loves simplicity.
3: Connect emotionally. Use the brand’s identity to connect with the shopper.
4: Surprise and delight the shopper. Make the shopping experience great.
5: Facilitate shopping, don’t impede it. We repeatedly come across situations in which signage obstruct packaging and thus limits information delivery.