Even amid so many similar brands across the most diverse retail segments, POS design is still a powerful tool to help your company stand out from the competition and offer consumers a memorable, one-of-a-kind experience. That’s why it’s crucial to know how to organize and decorate your store well.
So, in today’s post, we’ve gathered some essential information for anyone who wants to learn more about POS design. We cover why it matters, its main elements, and also flag common mistakes you need to avoid. Check it out!
Why POS design matters
It’s very important to manage your point-of-sale space carefully, because the way a store’s products are arranged, along with its various display fixtures — kiosks, mannequins, displays, gondolas, etc. — dictates the paths customers can take.
Store design is also capable of telling a story to everyone who walks in. This story visually conveys the brand’s values and image, going beyond the products and services the company offers. When it’s well planned, design can make a store visit unmistakable and strengthen the consumer’s relationship with the brand.
POS design should be based on a study of your customers’ consumer profile. That way, you can build a narrative that guides their visit, making the shopping experience much more intuitive. Well-executed design can also suggest new products or services that complement what the consumer is looking for, increasing the average number of items per purchase.
And for the shopper who just stopped by to browse, good design should be able to showcase the store’s items, making them look even more attractive and necessary. In other words, POS design also impacts the conversion rate per visit.
Elements to take into account
To create effective point-of-sale design, you’ll need to tie together different elements of your store so that they’re consistent with the brand’s values and with one another. Below are the most important elements.
Storefront
The storefront invites the company’s target audience in for a visit. That’s why it’s so important for it to present the brand concisely, making clear what its values are and who it wants to reach.
In addition, when looking at the store entrance, consumers will assess whether or not your company can solve their problems. So make it clear on the storefront what can be found inside the store, displaying your main products and their prices.
Fixtures
Fixtures are the set of furniture typically found in stores. Their role is to create a suitable environment for displaying the store’s products.
Each store has types of fixtures suited to its niche, with looks and functions that fit the brand’s values and the target audience’s expectations.
Layout
The layout, in turn, is the way the furniture and products are arranged within the store space. The organization of the space defines the possible paths a customer can take, so it should be planned to make shopping easier for customers while also suggesting new items relevant to their initial search.
This goal is achieved by dividing the store into intuitive sections and pairing lower-priced items, often accessories, with related main items to round out the purchase.
Lighting
Point-of-sale lighting is very important for setting the mood of the shopping experience. It should be designed according to the nature of the product or service being offered and the values the brand wants to convey.
The trend in fashion stores, for example, is lighting that lets customers see the true colors of the clothes they’re buying, so no colored lights. However, wall colors can play with this effect, making the space more understated or more cheerful, lighter or darker, among other options.
Mistakes to avoid
Knowing the main elements isn’t enough to guarantee good POS design. This is the kind of strategy that requires expertise to be executed well. With that in mind, there are three common mistakes you should watch out for. Take a look!
Overcrowded window display
Earlier, we said customers need to look at the storefront and figure out what they’ll find inside the store, right? However, that doesn’t mean there should be one of every item in the window display.
You should select the products that best sum up, in every respect, what the store is about. For example, if your store displays only its most expensive products, it will suggest there are no more affordable options, which can drive away potential customers.
Maze-like layout
It’s important to try to preserve visibility across the store so customers can more easily get their bearings and find what they’re looking for. In some cases, such as supermarkets, it’s very hard to avoid using tall gondolas. In that case, their arrangement should follow an intuitive pattern, such as rows.
Reduced visibility can also be offset with good signage.
Clinging to the design
Finally, another common mistake is being afraid of change. Evaluate the results of design changes using easy-to-verify metrics, such as average ticket over a given period. Measuring POS initiatives is an essential habit for identifying best practices and getting to know your consumer.
If the design didn’t deliver good results, redesign it!
To avoid these and other POS design mistakes, consulting a professional is essential. So be sure to seek help from a specialized company to offer your customers a complete, functional store.
Get in touch with us and find out how we can help you develop point-of-sale design that improves the shopping experience and, in turn, boosts your sales.
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