of Sale Displays comprise a major product group for including
within the 'Graphic products' study area. They are
usually made from card (generally cheaper) or from moulded plastic.
The main principle being that they are disposable, have a deliberately
limited life and are easy to manufacture and assemble. They
may also be used as cheap display shelving for fairly light (weight)
products. Supermarkets have begun to pack tinned or packed products
on display trays that stack before delivery, and are then shrink
wrapped in thin plastic sheet - for protection during transit.
innovation means products are handled less - In fact they are
only handled once after leaving the factory and being
delivered to the store in that they are wheeled out in stacks
and unwrapped. As 'trays' of products are sold the 'shelving'
gets lower. Less handling means lower costs and lower costs
means more profit.. Printing on the packs can enhance the product
large-scale ready assembled and filled point-of-sale displays
are a comparatively new innovation they still conform to
the criteria for their original creation…. they enhance the product
and can easily be altered and redesigned as the product itself
is repackaged or as the product change. More conventional
POS displays may arrive at the retailer -
or display point as a flat pack. This is clearly so that transport
is easier and cheaper and damage is less likely to occur.
Of course making a product as a flat - retailer assembled product
means that assembly costs don't fall onto the
that the POS display is designed to support the sale
of products and so may be a 'stand' - as in this plant display
seen on the right. The plants 'sell' themselves….
that the card from which many of these products are made is corrugated
and therefore light, fairly rigid and gains much of its strength
and also from the other component parts of the POS display itself.
In the magazine displays shown above, the pack has only to contain
the magazines - it has little weight to support. Whilst in the
curved shelving unit the shelves transmit the weight of the items
on the shelves into the strongest parts of the structure - the
units do not need to be simple to look at - the more they can
attract the customer the better will be the sales. Large
scale POS displays that feature people are
attractive and grab attention.
Walking into a store and being greeted by a full size - card-person
can have considerable impact.