Floor graphics paint an accurate picture

Traditional point-of-purchase communication tools such as internal and external floor graphics have become increasingly sophisticated in recent years (Marketing to look down on, MW July 14).

For marketers and shop managers, this should not be ignored. In the past, stores may have shied away from using floor graphics because they looked tatty, left glue residue on floors and remained after the promotion had finished. Add in-floor TV to the mix and you have even more complications by potentially cluttering retail outlets and confusing consumers.

Shabbiness speaks for itself – if stores appear uninviting and clut

tered, customers will refrain from visiting. Glue residue left on a floor will give poor impressions of the store. In addition, accountability for in-store advertisers is increasingly important in all aspects of marketing and point-of-purchase promotions. For instance, if a floor graphic remains long after the promotion has expired, this can be damaging to the brand advertiser’s reputation and reduce the retail outlet’s credibility.

To resolve these issues, modern floor graphics can be hard-wearing, tear-resistant and not leave marks on the shop floor. Tracking systems are available with the most sophisticated floor graphics, checking that they have been posted, then removed at the end of promotional period to avoid consumer confusion and show tangible results to brand advertisers.

While in-store TV is emerging as a point-of-purchase communication tool, floor graphics are an effective option with proven return on investment. With the right creative and promotional content, floor graphics are powerful tools that can impact consumer choice within the vital “last five metres” before brand selection and for accountable sales uplift.

Lee Behan,

Sales director

Sales Activation Solutions (UK)

London W1

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