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Point Of Sale Display Manufacturers – Making The Right Choice

February 20, 2018 Paul Manson Point Of Sale Displays No Comments

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You’ve got a few options when looking for a point of sale display manufacturer. Making the right choice is a subjective decision, but some approaches are better suited to some campaigns than others. At Print & Displays we would naturally like you to bring your business to us – but our priority is for you to make the right decision. This involves weighing up the following…

Outsource To China Or UK Manufacturer?

It is easy to knock Chinese manufacturers as being unaccountable, low quality etc., but let’s give them their due. A lot of goods are manufactured in China these days for large brands, and some of them are very good indeed. Point of Sale Displays are no exception. You will probably get a good price deal outsourcing your printing and manufacturing to a Chinese company. BUT, consider that most businesses who successfully outsource to China have an active presence in that country, with employees fluent in Mandarin or Cantonese.

This is important because it allows you to interact with your supplier face-to-face or over the phone, preferably in the same language. You can assess their level of knowledge, their facilities, their design expertise and suitability. From the UK this is difficult to do, which is why outsourcing POS manufacturing to China is a bit of a gamble. It is easy to make a wrong choice or mismanage a supplier relationship with a Chinese company, resulting in a low quality or unsuitable product.

Using a UK manufacturer such as ourselves ensures a more transparent process, with personal contact and extensive involvement at every stage. This removes a lot of the risk from your campaign and makes success more likely.

Marketing Experience

Many cardboard point of sale display manufacturers are primarily printers, or maybe graphic designers. How many of them have a background in marketing? This background is important because without sufficient marketing expertise, a manufacturer will not be able to back up their design recommendations with retail data. Every aspect of your design and strategic implementation should play a role in boosting sales. POS displays do not act in isolation – they are tools within a marketing strategy, and should be treated as such. A manufacturer with marketing experience will be able to provide added value services such as liaison with retail partners, market research and expert advice that a non-specialist printer or designer will not.

Quality & Materials

A tatty POS display will stand out a mile in any store, for all the wrong reasons. Opt for a high quality cardboard that will remain in peak condition for the duration of your campaign, whether this is three weeks or six months. Each display should be durable enough to be shipped out to stores and arrive undamaged. It should not be vulnerable to damage during construction and it should demonstrate good resistance to customer handling, colour fading from the sun and other wear and tear. Compromising on quality will simply result in a higher level of wastage and returns – as well as a negative image for your brand from substandard products.

Construction

If you haven’t already, take a quick look at some of the complex and unique point of sale displays on Pinterest. We’ve covered some of the more breath taking ones on this blog. To set their display apart, many brands want a POS display that jumps out at customers, sometimes metaphorically, sometimes literally. This is great, but balance it with the need for construction on site. The people who will be putting up your POS displays are shop workers and forecourt staff. They won’t have the time or patience to spend half a day putting up a complex kit. Construction needs to be intuitive, easy and rule out the possibility of damage or build errors.

Budget & Print Volumes

We put this point last, but an obvious consideration in choosing the right manufacturer is budget. Find a company that can provide the volumes you need at a good price per unit, while ticking all your design, quality and construction boxes. Find out what the prospective supplier’s production capacity is, and if this matches your campaign requirements. Large brands may want to choose a big national company that can churn out thousands of POS displays for a big campaign, whereas a small business may be more suited to a regional campaign or limited production run.

The Point Of Sale Marketing Guide

Our Point Of Sale Marketing Guide is a free resource you can download directly from our website, which explains all you need to know about the POS display design process, troubleshooting, relationship management and much more. Claim your copy by clicking here.

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