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Comments supplied by John Swain,
Product Manager, Franke
Retailers invest a lot of time, money and effort in getting their show rooms just right for consumers, making sure they are up-to-the-minute and following the latest industry trends.
With the emphasis currently upon minimalism and its modern, clean lines, they can be hesitant when it comes to displaying Point of Sale materials which can look out of place in such clutter-free, streamlined environments.
The problem for the manufacturer is that if retailers don't like the Point of Sale materials provided they can simply choose not to use them. Manufacturers must therefore find an alternative. After all, they need a degree of exposure in kitchen retail studios, seeing as this is where most consumers choose between one fridge/freezer, microwave or sink from another. It may be a cliché that Point of Sale displays are the silent salesmen selling the products' features and benefits but it is a true one!
Innovative, non-intrusive Point of Sale material is therefore the order of the day. At Franke we are continuously developing new ideas which won't add clutter to worktops.
Our "Open and Close" signs are extremely popular among retailers as they are discreet and also provide a function. We benefit because customers are reminded of our brand name when they walk in the door, which is further reinforced when the retailer shows them one of our products.
Similarly we are currently developing window stickers which give the impression of the Franke logo being etched into the glass. Again, these are inconspicuous and also suit the modern look retailers are trying to achieve.
To showcase product we have also designed stand-alone units for our sinks and taps. We have two different types of tap stands, one for the Professional range and the other for the Specialist range, both of which can be displayed anywhere within the show room. Similarly the sink stands, which hold three designs of any inset sinks, can be displayed without the need for three worktop cut-outs. Whilst this in itself is not perfect, it nevertheless provides the opportunity for consumers to see three alternative models rather than just one.
Manufacturers should also speak to retailers themselves about their ideas for Point of Sale materials. After all, they are ideally placed to know what will work and where. Conversely, retailers should approach manufacturers with new suggestions. Manufacturers will gladly listen to them and more than likely put their ideas into action.
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