POS Marketing - the Engine for Stationary Retail

In the last years, the turnover - in absolute numbers - of the stationary trade develops stronger than e-commerce turnover.
(Data source: HDE – Handelsverband Deutschland)

In recent years, the absolute turnover of brick-and-mortar retail has grown continuously faster than that of online retailing.
Having started with significantly lower volume, online retail has had spectacular growth rates - due to Covid 19, additional customers were secured.
Brick and mortar retail is facing some issues in certain sectors and city centers, but can still achieve good results when taking the right action to attract consumers attention.
Haptic experiences, professional advices, social contacts and entertainment are essential values for a successful stationary retail.

Haptic experiences, advices, social contacts, digital innovations and entertainment increase sales and make shops fit for the future. We are point of sale specialists and have the competence for both proven and innovative sales promotion tools.

Retail Trends

Customer experience is the key factor in the market place of the future.

Interlinking of stationary retail and online retail as part of an omnichannel strategy
Consumer-friendly service, efficient navigation at the POS and more consumer transparency
Digitization of stationary POS marketing (e.g. through digital signage, augmented reality and virtual reality)
Development of brand universes through cooperations with community building and viral sharing via social media
Gamification and individualization for the generations X, Y, Z and Alpha
Ecological awareness

In particular for the “excursion destinations” of shopping centers and as well for city centers with flagship stores, shopping experiences and entertainment are becoming more and more important. These are the major topics in order to prevail against e-commerce and a-commerce (voice assistants).
The "Magic Point of Sale" lives from emotional lighthouses with decorations, campaigns, surprises, interactive terminals or in-store communication tools etc., but also from test experiences, application demonstrations and workshops with consumers.
At the "Point of Lifestyle" there is also interesting content for social media generated, which is then shared with other people.
The "Point of Lifestyle" offers interesting content for social media, which will be shared at different platforms.
In contrast to that, the classical local “day-by-day” shops have different needs. They have to consider more the pricing, product range and in-store arrangement. Experience stations / showcases, interactive shelf navigation systems, shelf communication systems and floor & rack displays for impulse products can help to fulfill these needs.

Showrooming (online purchase after research in the shop) and webrooming (shop purchase after online research) merge seamlessly, especially since m-commerce in the shop ensures mobile and timely interconnection.
Due to rising delivery costs, high return rates and the increasing desire of consumers for haptics, quality and service, major online retailers are increasingly thinking about stationary points of contact or temporary pop-up stores.
Stationary retailers, on the other hand, must be present on the web. They have to offer different ordering options via online shops and inform about the current availability of the goods.
While brands discover stationary and virtual brand shops for their business, large online retailers expand their value chain with their own brands.

It may sound like a contradiction, but it is only the logical consequence of changing consumer behavior.
Digital information, virtual mirrors / changing rooms and interactive shop windows that are flexible orientated towards consumers and enable them to do individual research will prevail over time. As well augmented reality and virtual reality will becoming more important for dedicated areas in order to demonstrate realistic applications and presenting products impressively.
Contacts to social networks and direct links for ordering online are increasingly channeled and supported in the brick and mortar shops.
Push messages via geo-targeting, geofencing or beacons still have to overcome some resistance, but intelligent and creative examples show that ultimately the content and the incentives are decisive for success.

The search for products is perceived by consumers as a stress factor.
In future, the possibilities of in-door orientation at the POS will be be used as naturally as the use of navigation devices in road traffic. The navigation systems will include the problem-free detection of products as well as the (optional) reference to corresponding offers and complementary products.
As a test, intelligent shopping carts and accompanying support robots are already being used in selected shops for open-minded customers.
A positive side effect of the shops can be tracking and the analysis of the routes of consumers in the shop.

The time of dominance of mass-compatible standard goods with standard sizes and standard colors is coming to an end.
Purchased goods are increasingly becoming the main characteristics of individual personality.
With body scanners, 3D printers, etc., products can be ideally tailored to the needs of consumers.
Individual production can take place either directly on site or based on an order with subsequent delivery, which reduces inventory.
Different product variants lead to increasing price differentiation, which may depend on material, processing, etc., but possibly also on the time of the order or the production time granted.

Depending on national data protection laws, the analysis of shop consumer behavior will be intensified and refined. In the past, only local corner shops had such profound customer knowledge.
WiFi, Bluetooth and video cameras on the one hand, and customer cards and user data on the other are part of the basic building blocks of customer observation and analysis.
Big data software and the use of artificial intelligence enables a timely and comprehensive analysis of customer flows, behavior at "customer touchpoints" and the effects of measures on sales.

Due to the ever faster technical development and very different financial budgets, the diversity of the population groups increases.
Specialized shop concepts meet the requirements of the different lifestyle cultures and serve as contact points or meeting points for the communities / community building, whereby social media enable low advertising costs.

The generations X(born in 1965-1980), Y(1980-1995), Z(1995-2010) and the youngest generation Alpha(from 2010) grew up with digital games and use them intensively.
The augmented reality app "Pokémon Go" or the playful tracking and searching for limited items (e.g. sneakers) show which hype can be triggered with playful apps.
Gamification can trigger a strong echo on social media, but like any game, it can also cause frustration.

Good service triggers the same brain response patterns as the feeling of being loved in over half of consumers.
In a price-transparent world, retail companies and manufacturers are increasingly competing for improved services and innovative service ideas (e.g. Ikea party for singles to start a shared apartment).
Home deliveries as well as advice / help (sometimes at home with the customer) via trained sales and technical staff regarding innovative / more complex products are becoming increasingly important.
Self-check-out, cashless payment or the recording of purchased goods via cameras or intelligent shopping carts are gradually being implemented.

Health and sustainability or general environmental awareness are representative of overarching social trends.
Retail companies and manufacturers who present themselves in a responsible manner with the relevant guidelines will gain image advantages among large sections of the population in the coming years.

POS support is the Agency for All Shopping Worlds

MAGIC POINT OF SALE We create Magic Point of Sale by elevating brands to emotional beacons in the stores of large shopping centers and at the best city locations. Magical moments and unique worlds of experience are created.

DAY-BY-DAY SHOPS Products in “day-by-day” shops outside of the big centers have to convince quickly and easily. Here we force impulse purchases with our ideas for attractive placements on the shelf and in secondary placements.

Range of Services Retail Marketing

Conception and Implementation of POS Campaigns and Trade Marketing Measures

Instore and shop window concepts
Product promotion
Sell-in campaigns

POS Staff

Our Europe-wide network of over 3,000 POS service experts enables implementation across Europe.

Decoration service, visual merchandising
Shopfitting and assembly work
Shelf maintenance and replenishment
Sales promotion (sales staff, promoters, walking acts etc.)
Hot-line service for technical POS units

Design and Production of POS Marketing Tools

Merchandising Fixtures, FSDUs and pallet displays made of cardboard and plastic
Permanent displays made of wood, metal and plastic
Shop construction, shop fitting, shop-in-shops, store planning and exhibition stands
Digital POS technologies for product demo and customer routing (digital signage, touch screen, virtual reality, augmented reality, etc.)
Shelf promotion techniques, space management systems
Shop window and instore decorations
Promotional items (gimmicks, onpacks)
Sales folder, brochures, sweepstakes

Market Research Service to Optimize Retail Marketing

Store checks / mystery checks
POS surveys and interviews
POS studies

Transparency through myPOS - just a click away

The requirements of our customers, manufacturers and retailers, are met with the highest quality standards and absolute transparency. Via our customer portal MyPOS immediate online follow up is guaranteed.

myPOS

Interview POS-Marketing

Extensive Experience with POS Marketing

We are geared towards long-term partnership with our customers, based on the highest degree of dedication and commitment. We have succesfully developed trade promotion campaigns and individual POS marketing projects for the following clients:

Manufacturers and Service Providers as Clients

AOL
Activision Blizzard
Apple
Bandai Namco
Beam
Beheim
Bertelsmann
Campari
Capcom
Carlsen Verlag
Casio
Daimler
Diageo
Disney
Eckes Granini
Edel
Electronic Arts
Ferrero
Glaskoch
Hasbro
Honda
Joker
Kellogg
Kiddinx Media
Kneipp
König + Neurath
Konami
Kosmos
Leifheit
LöwenPlay
Lotto Hessen
Mack & Schühle
Mattel
Medion
Michael Kors
Moët Hennessy
Nuclear Blast
Panasonic
Panini
Paramount
Pepsi
Pierre Fabre
Ravensburger
Rubie`s
Sanetta
Schmidt Spiele
Sony
Stanley Black & Decker
Super RTL
TUI
Take-Two Interactive
Tom Tailor
Twentieth Century Fox
Ubisoft
Universal
Universum
Vranken-Pommery
Warner
Zapf Creation
Zenimax

We perform shopper marketing and sales promotion in all retail channels at trade shows and at retail events.

Retailers as Clients

Depot
Douglas
Dussmann
GALERIA Karstadt Kaufhof
Media-Saturn
New Yorker
Sephora

Store Design & Visual Merchandising - Trends and Inspirations

Checkout international trends of store design and visual merchandising

Special Adventure Bike Shop, Rio de Janeiro | 18th January 2019

Special Adventure Bike Shop is made by bike lovers. The store, located in the Botafogo neighborhood, has 15 years and is well-known and loved by the community. Crew and clients are friends and both enjoy a cycling way of life. The brand believes in transforming our society through the multiplied use of bicycles. In this moment, where natural resources scarcity and environmental destruction affect our health and wellbeing, amplifying the bike culture is one of the paths to put a brake in this process. More and more people using a bicycle as a transportation mean more health and joy for them and a general decrease in fuel consumption.

Hier sehen Sie internationale Trends im Storedesign und Visual Merchandising

Virgin Megastore Flagship at The Dubai Mall by Schwitzke & Partner’s Dubai branch | 5th April 2019

The international retail company Virgin Megastore re-opened its Flagship Store at The Dubai Mall. With over 2,400 square meters of commercial space, it was created to be the new lifestyle and IT destination for the region. With an original design concept developed by the Dubai branch of Schwitzke & Partner, it offers the latest range of music, multimedia gadgets and games, as well as books and toys. The store’s design is Inspired by the energy of a vibrant city and reflects the variety of Dubai’s urban districts; here the shopper is inspired to discover new things with every visit. To emphasize the diversity of products and categories in the store, and to give the customer an intuitive orientation at the same time.

Liquor Store in a dry state, Ahmedabad, India | 1st Feburary 2019

The design of B & W exaggerates the irony of alcohol in a ‘dry state’ by allowing the space to be occupied by tall display stacks for liquor bottles – almost as an analogy for valuable manuscripts in an archive. Each bottle on the wall is designated generous space while celebrating it as a venerable object. It is the monochromatic character of the space which gives rise to a sublime shopping experience. The stacks along the wall are created by simple repetition of a single module. They are prefabricated sheet-metal elements assembled on site. The design strives to minimize the number of spatial elements and avoids creating a visual chaos in order to celebrate liquor.

“The Forest” installation at Valextra store by Kengo Kuma, Milan – Italy | February 8th, 2018

For a luxury brand it never hurt to affiliate itself with top notch creativity, and Valextra is no exception. A connection to any art and design discipline has not only proven to be mutually beneficial, but often creates added value in terms of a specific kind of exposure and brand awareness. The Italian bag and leather accessories design brand already has a few collabs under its belt, and even pitches in its flagship store in Milan’s achingly chic Duomo shopping district.

Alienware flagship store by Gramco, Chengdu – China | February 19th, 2018

ALIENWARE Flagship Store Chengdu, the world’s first flagship store of high-end specialized game brand Alienware, is fully designed by our company GRAMCO. Right in the middle of the entrance, there is a typical computer case disassembly model displayed, hanging in the midair and welcoming customers who are entering the store or passing by.

Eye-D store by Ofist, Istanbul – Turkey | January 10th, 2018

EYE-D, a Place Where You not Only Shop. Eye-D designed by Ofist in Istanbul, is not just a shop, but a multi purpose venue. It’s a blogger spot, a meeting point, an art gallery, a coffee shop or a music venue. More importantly, it is a human experience based space. A place where you not only shop, but involve in other experiences, being aware of your surrounding and valuing it. Eye-d is not just designed to be an optical shop. No business is just the business itself anymore. Everything is social.

Hogan boutique by Checkland Kindleysides, Milan - Italy | February 26th, 2018

Elegant, but soulful. Exclusive, but shoppable. Checkland Kindleysides’ first store for luxury Italian footwear brand Hogan, blends classical origins with contemporary style, as they define how the brand is expressed within a physical space. The boutique is located on one of Milan’s most fabulous shopping streets, Via Montenapoleone, sitting alongside the topmost luxury brands. Central to the design is a sculptural interpretation of ‘movement’. This draws inspiration from the work of Umberto Boccioni, in particular, his masterpiece ‘Unique Forms of Continuity in Space’.

Pedder on Scotts Shop Display by Mes Workshop, Scotts Square – Singapore | October 17th, 2017

Pedder on Scotts brings more than 100 of the hottest international footwear, handbags and accessories brands to Singapore. The store offers a range of luxury and contemporary designer products across women, men & children. It features seven retail zones: On Pedder, On Pedder Men’s store, New Generation, Weekend & Sports, Cool Kids, and Kiosks. Renowned coffee connoisseurs The Coffee Academics complete the Level 2 experience.

Topshop Oxford Street – Neon Summer Window, London – UK | August 11th, 2017

Topshop recently launched their Flagship Oxford Street ‘Neon Summer’ Window. The installation is themed around a series of festival inspired mannequins poised on a collection of colourful neon lit plinths has been designed and produced by Blacks Visual in collaboration with the Topshop Creative Team.

POS Tools

We offer temporary promotional displays, permanent POS furniture, shop-in-shop solutions and POS decoration material: standardized, functional as well as tailor-made, creative and innovative.
Please contact our sales department any time. We are happy to assist you: kontakt@pos-support.de

Be inspired by the POS advertising material under the following categories: