Point Of Sale – marketing key to protecting high street diversity.

A Retail Diversity Scheme1 must be supported by independent retailers “boxing clever to make their marketing pound work harder” if it’s to be effective, according to the UK’s leading provider of point-of-sale material.

UK Point of Sale Group has thrown its weight behind the Association of Convenience Stores’ (ACS) campaign to protect retail diversity in the Localism Bill – but believes retailers must also raise the retail marketing bar.

“The touch economic climate and growth of online retailing requires a multi-pronged approach to protecting the future of high street independents,” said UK Point of Sale Sales and Marketing Director Debra Jamieson.

“Government efforts to promote diversity and choice should be welcomed, but a higher percentage of high street footfall must be converted into in-store footfall and sales.”

Debra advises stores to conduct regular reviews of their retail strategies and how they are employing point-of-sale displays to maximise sales opportunities.

“Prospective buyers and impulse purchases will be lost if point-of-sale displays, such as A-boards, window poster holder systems and water base pavement signs, are not being utilised, ‘pulling’ shoppers through the door.

“The smart use of well-conceived internal point-of-sale, sympathetic to the retail space, must then maximise opportunities to communicate promotions, whether via suspended displays, shelf talkers or subtle flexible wallets. All displays should look clean, streamlined and professionally consistent.

“In our experience, retailers that are getting this right are still experiencing sales growth. With appropriate government support and the continued efforts of organisations such as the ACS, diversity on the high street needn’t become consigned to history books.”

For further information about UK Point of Sale please tel. 0161 431 4400 or visit the website at: www.ukpos.com.




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