Supermarkets operate in an increasingly competitive environment, where new products are constantly being introduced to attract consumers. With limited time and attention from shoppers, it is crucial to have an effective in-store marketing strategy that highlights new product launches.
This is where POS printing plays a vital role. Point-of-sale (POS) materials help supermarkets create eye-catching displays that direct customers’ focus towards new offerings. From shelf wobblers to large-format banners and strut cards, POS printing provides an effective way to influence purchasing decisions at the point of sale.
In this blog, we explore how supermarkets leverage printing to promote new products, the psychology behind its effectiveness, and the benefits of using high-quality printed materials to drive sales.
Understanding POS Printing in Retail
POS printing refers to the production of printed marketing materials that are placed strategically within a store to attract customers’ attention. These materials help to enhance brand visibility, promote new products, and create an engaging shopping experience.
Supermarkets rely on POS displays to make their product promotions more appealing. Common types of POS materials include:
- Shelf wobblers – Small, eye-catching signs that “wobble” to draw customers’ attention to specific products.
- Posters and banners – Large printed visuals placed near entrances, checkout areas, or aisles to highlight promotions.
- Strut cards – Compact, freestanding printed signs often found near the till or in promotional sections.
- Floor graphics – Printed advertisements placed on the supermarket floor to lead customers towards featured products.
By strategically positioning these printed materials, supermarkets can significantly enhance product visibility and encourage purchases.
The Psychology Behind POS Displays
Understanding the psychological impact of POS printing is crucial for supermarkets looking to influence customer behaviour effectively.
Visual Marketing and Consumer Behaviour
It plays on visual marketing strategies to capture customer interest. Studies have shown that people process visual information faster than text, making printed marketing materials a powerful tool in retail environments.
Key psychological factors that make POS materials effective include:
- Colour psychology – Different colours evoke different emotions; for example, red signifies urgency, while green is associated with health and freshness.
- Motion and interaction – Elements shelf wobblers attract attention because of their movement, making them more noticeable than static signage.
- Placement and accessibility – Placing promotional materials at eye level or near checkout areas increases the likelihood of customer engagement.
How Supermarkets Implement POS Printing for New Product Promotions
Supermarkets use a range of materials strategically to maximise their promotional efforts. Here’s how:
1. Strategic Placement
Supermarkets carefully position POS materials to ensure they are highly visible:
- Entry points – Large banners and posters introduce new product promotions as customers enter the store.
- End-of-aisle displays – Placing new products alongside shelf wobblers at the ends of aisles ensures they stand out.
- Checkout areas – Strut cards and small posters encourage last-minute impulse purchases.
2. Themed Campaigns
POS printing plays a crucial role in seasonal promotions and product launches. Examples include:
- Holiday promotions – Christmas, Easter, and Halloween-themed POS materials create a festive shopping atmosphere.
- Healthy eating campaigns – Supermarkets use printed shelf talkers and floor graphics to highlight healthier food options.
- Limited-time offers – POS banners and shelf wobblers create urgency by showcasing limited-edition products.
3. Integration with Digital Marketing
Modern POS printing is increasingly being integrated with digital marketing strategies. Supermarkets now include QR codes on printed materials, linking customers to:
- Product information and reviews
- Digital coupons and promotions
- Recipe ideas featuring the new product
Case Study: A Successful POS Campaign
A leading UK supermarket launched a new plant-based product range and used a combination of shelf wobblers, floor graphics, and digital QR codes to promote the line. Within three months, the range outperformed sales projections by 40% due to high in-store engagement.
Benefits of POS Printing for Supermarkets
Investing in high-quality POS printing offers several benefits for supermarkets, particularly when launching new products.
1. Increased Product Visibility
Well-placed POS displays help highlight new products, ensuring they stand out in a crowded retail space. Shelf wobblers and banners direct shoppers’ attention to specific items, increasing the likelihood of purchases.
2. Encouraging Impulse Purchases
Impulse buying accounts for a significant portion of supermarket sales. POS materials, particularly at checkout areas, encourage customers to try new products they may not have originally intended to buy.
3. Cost-Effective Marketing Solution
Compared to digital advertising, printing is a cost-effective way to market new products. Printed materials have a longer shelf life and require a one-time investment, making them highly economical for supermarkets.
4. Customisation and Flexibility
POS materials can be fully customised to align with branding and marketing strategies. Supermarkets can tailor their printing for different product categories, seasonal campaigns, or promotional events.
The Future of POS Printing in Supermarkets
As technology advances, printing continues to evolve to meet the changing needs of the retail industry.
1. Sustainable Printing Materials
With increasing environmental awareness, supermarkets are adopting eco-friendly POS printing solutions, such as:
- Biodegradable shelf wobblers
- Recycled paper-based strut cards
- Soy-based inks for banners and posters
2. Interactive and Smart POS Materials
The rise of digital technology is influencing POS printing in new ways. Future innovations include:
- Augmented reality (AR)-enabled shelf wobblers that allow customers to scan and see product demonstrations.
- Electronic shelf labels that display dynamic promotional content.
3. Personalisation with AI
Artificial intelligence (AI) is helping supermarkets create personalised in-store promotions by analysing shopping patterns and tailoring POS displays accordingly.
Conclusion
In today’s competitive retail landscape, supermarkets must innovate to capture customer attention. POS printing is a powerful tool for promoting new products, encouraging impulse buys, and enhancing the shopping experience. From eye-catching shelf wobblers to strategically placed banners and strut cards, well-designed POS materials can significantly boost product visibility and customer engagement.
As technology advances, POS printing is becoming more dynamic and personalised, offering greater opportunities for targeted promotions. Investing in high-quality POS solutions from providers like VC Print helps supermarkets maximise their marketing impact, ensuring new products stand out and drive increased sales and customer interest.
