Bethany Hall, Sales Manager for Onduline Building Products, discusses how merchants can drive growth and optimise revenue through well-executed Point of Sale displays.
As the world becomes more and more tech savvy, and tradespeople increasingly time poor, taking the time to scroll through a product brochure or technical data sheet is often no longer an option. Although it is easy to presume that customers can find out everything they need to know via the smartphones or tablets that have become so pivotal to today’s lifestyle, nothing catches the eye better than a striking, visual display — and seeing is believing.
As such, when used effectively, POS remains a successful way for builders’ merchants to increase sales and drive growth. Showcasing products and information in a clear and concise way, these displays are highly effective promotional tools.
In terms of choosing the most effective POS displays, the importance of a strong visual appeal cannot be underestimated. A well thought out, attractive design is essential in order to persuade and attract attention at a glance. This then needs to be followed up by clearly communicating all of the key product information — the materials, features, benefits and any tangible USPs.
Generally, merchants have a small captive window to entice their customer, so it’s important that the POS they choose to display conveys all the headlines and makes an impact. And as we’ve already highlighted, time is generally in short supply so being able to anticipate the customers’ questions and provide them with added value is really beneficial — such as the inclusion of a QR code that leads to easy-to-follow installation guides and how-to videos, or the provision of a screen showing installation videos.
Furthermore, with such a wide range of roofing products available — for example, with differing roofing sheets for differing applications, and accessories such as membranes — it is important that key technical details about tensile strength, weight of the product and suitable applications etc. are there in plain sight to aid those decisions.
However, knowledge is also king. Merchants are often the source that customers will turn to for trusted guidance, so being able to offer this expertise enables counter staff to build relationships with customers and it may also prove to have a positive impact on sales.
But how do you choose what products to showcase? Space is a valuable commodity and every supplier is vying for a prime position within the store. It can therefore be a real challenge for merchants to juggle the demands of its partners versus demand for products.
Obviously, the product you’re showcasing has to be in demand, otherwise, regardless of how strong the commercial proposition is, it does not make sense to take pride of place. With this in mind, merchants shouldn’t be afraid of talking with suppliers and telling them what they need in order to increase sales and drive growth.
A partnership approach can make all the difference and, working with merchants across the country, Onduline has listened to feedback about what is wanted and has recently launched its new EASYLINE POS displays.
Purposely designed to provide an easy upsell opportunity for busy merchants, the freestanding, striking display enables merchants to showcase the full range of EASYLINE’s popular roofing sheets along with accessories and fixings. The display also includes a QR code that, when scanned, leads to a simple-to-follow installation video, providing everything a tradesperson may need in an all-encompassing stand.