Three Key Themes When Designing Perfect Point of Sale Displays in the Home Improvement Sector
Home improvement itself is a broad term and can include work to alter, build or modernise anything structurally or aesthetically in the home, as well as in the garden or the property’s frontage. In the UK, our interest in home improvement is flourishing and in September 2017, the sector itself generated an incredible £12 billion in revenue and between 2013-2018, the annual growth was 4.1%1. So, what has sparked this interest? A number of factors have contributed to the success of the industry, including improvements with the country’s economy, rising household incomes as well as a strong housing market.2 To ensure that consumers choose your brand or store for their home improvement needs, your point of sale (POS) displays need to be functional and encouraging. Below are three key themes to help with your POS displays.
There are an abundance of home improvement television shows, like DIY SOS and Love Your Garden, and we, as a nation, love them! Grand Designs is one of the most notable with viewers preferring to watch re-runs of the show rather than current, live programmes like The Voice.3 Seeing other everyday people create their dream homes, viewers are inspired to try it themselves. In the same way that television programmes provide inspiration to viewers, so can POS displays. Paint brands such as Dulux are experts with this! At the top of their POS displays for different kinds of paint, Dulux have incorporated images of home interiors which will prompt customers to envisage the outcome of their DIY. With colour swatches that are both fixed and show the effect of the paint as well as cardboard ones which can be taken home, these brands are actively helping customers to decide how to improve their space. Even the use of brochures, which include the variety of coloured paints alongside a selection of photos taken within a home, get the consumer’s creative juices flowing.
Despite the drive to improve our homes, many people, especially those under the age of 35, look to employ tradesmen to complete the work.4 While this may seem the easier option, it is not always the most cost effective. Therefore, brands and retailers alike have the opportunity in their POS displays, to showcase the usability of a product. For instance, Cuprinol’s recent POS displays in Homebase and B&Q stores included a simple three step guide to the process of rejuvenating tired decking as well as the benefits of using the product and the colours it is available in.5 Not only does the POS design make Cuprinol stand out from other similar items on the shelves, it also makes the challenge of carrying out the home improvement look attractive and hassle-free.
The same goes for tools, whether they are traditional, manual tools or electric equivalents. It is important to include some brief information about how the products work, what kind of jobs they can be used for and perhaps what they also need to be paired with. It is equally important to resist overloading people with a lot of technical jargon – keeping it simple with clear, relevant images is crucial. Try to employ the seven second rule: if the shopper can’t digest the message in that time, you’ve likely lost their interest already! All the information you choose to include in your POS displays may be obvious for a professional, but many novices will find this helpful when selecting products and it should also make people feel more confident in being able to carry out their own home improvements.
While the design and layout of your POS display is essential, think also of the materials it should be constructed from. Protecting the environment and recycling are hot topics gaining increasing traction. Indeed, within the home improvement sector itself, signatories of the Home Improvement Sector Committee (including Homebase, B&Q, Wickes and Crown) aimed to reduce packaging for their products, reduce waste from landfill and help consumers recycle6. The initiative was successful in achieving its aims so think carefully about the materials you use in your POS displays to reflect the environmental advancements that have already taken place in the industry. Using materials that can be recycled easily, like cardboard or wood, or those which can be used multiple times like steel frames, will carry forward this message.