Focus on what is ‘roadworthy’

Your article “Power points” (MW February 3) about point of purchase (POP) drew attention to the growing sophistication of display units in the retail.

It might be interesting future articles looked at two failings of POP: the volume of units which gather dust in store warehouses because managers do not want to use them, and the seemingly increasing number of units which are made of flimsy cardboard and look scruffy after a day or two in store.

One of this company’s core services is assisting both retailers and suppliers in ensuring POP materials are both “road-worthy” and used. It seems to us that far too much attention is paid to the business of generating a sexy design, and far too little to ensuring it is usable, and used.

Alison White

Sales director



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