Point of Sale

Laufen Point of Sale

Unlike their competitors, Laufen UK did not provide their showroom network with any point-of-sale material (POS). Hence, consumers were bypassing their displays in favour of competitor offerings. Such behaviour led to lower sales, retailer disenchantment and poor consumer awareness. In response, Laufen requested a new collection of POS material that would attract and educate consumers whilst increasing brand awareness. They also expressed a need for new corporate branding material to help improve their brand presence within showrooms.

Responsibilities

As with the other projects, I firstly consulted UK retailers for their POS requirements. These thoughts would be invaluable in creating marketing material that ensured the highest possible returns. The next stage involved working with an external design agency on concept development. For this project, POS designs tied in with the new Laufen UK literature range whilst adhering to any corporate brand guidelines.

Details

The centrepiece of each design would be high quality in-situ photography supported by  product information on the displayed bathroom collection. This concept was then used to create A1 displays, wide panoramic displays and A4 counter top boards. The next stage involved creating new corporate branding material.

Details

This included entrance mats, external signage, dealer certificates and branded promotional material (e.g. mugs and pens). As with the display based POS, this material was high in quality, durability and visual appearance. Results included higher brand awareness, increased sales and improved retailer motivation.