Understanding point of sale displays is a valuable skill usually only found within strong brands. At Heathrow airport, many London passengers pass through the duty free shops everyday. In fact, you must typically pass through duty free to reach the departure lounge. Many international brands use this opportunity to draw as many potential customers in as possible and what better way to do this than through creative points of sale displays.
The red telephone box is a typical British symbol, this is known icon throughout the world. See below how this successfully displays souvenirs such as key rings of the London buses. The size and colour of this point of sale is bright and vibrant making something that is not viewed as a desired valuable product stand out to potential buyers. It also stands as a clever marketing technique with the offer clearly displayed at the top of the POS which is incorporated into the telephone box design.
Point of Sale in Competition
There is fierce competition within alcohol brands. There are so many choices, sizes and prices. So how exactly does one brand stand out from another? Many brands take on the tactic of using creative points of sale, Glenfiddich have successfully promoted their brand image below. The POS below stands out very elegantly. The materials used gives the brand a luxurious feel. It successfully captures the attention of stereotypical person who drinks whisky.
Dalmore who shares the similarity of a whisky brand also take on the idea of using POS to capture the buyer. This highlights the fierce competition, who can be the best? Note the similarity in the two brand images that use similar animals as their logo and both using wood in their POS. These two POS were found in different shops also highlighting the importance of location.
Jelly Baby also had an advantage over other confectionary brands being situated directly on the path that airport must make through duty free. Products are bright and vibrant with staff standing close by with jelly baby giveaways; this definitely drew in both kids and adults!
A strong creative point of sale represents a strong brand, who understands and values their customers.