Many retailers spend a lot of time and resources on retail communication. It takes time to produce a larg amount of POS material. The decision of which material the stores should use is often based on assumptions, and is rarely on conusmer insight as it should be.
A poster with significant impact often sells about 15% to 50% better than a poster with no impact. A poster with impact is characterized by dramaturgy and some spesifict technical elements that helps the posters message. The only way to find out if on poster sells better than another is to test it out. We prefer to test different poster designs in pilot stores, and we let the sales result determine which design to be choosen. With the right placement of promotional posters and standard materials, sales will increase further. It is important to base decisions on shopping behavior. What do the customers see? Where do the customers see? What texhniques can we use to get the shopper to see more posters, prices and product information?
Through preparation, workshops and tests of POS material in the shop, we can tell which material that sells best and why!