In-store trends require consumer intelligence
The need for more targeted, more responsive point of sale is producing a print supply chain that sees print as only one aspect of the added-value service required.

SMP Group comments “Customers don’t want POS for the sake of it; they want it for what it can achieve. If you are considering a POS campaign, why would you not ask shoppers what works and what does not? Through observation and talking to people we can help customers find out what shoppers are responding to in-store. We can then turn that into a creative rationale and we also have the production beyond that”.

SMP Group is clear where it intends to position itself within the point of sale supply chain. “The whole aim of selling POS effectiveness is to become an extension of the client’s marketing team. We want to be the people that clients delegate their POS requirements to,” he says. ”. The intention is therefore to have early input into a client’s plans and advise accordingly on the best POS solutions, helping to take wastage out of the process, and improving the compliance of POS materials within stores”.

To see the full article see Print Media Management August 2007