The real cost of allocating POS by store size
We look at a case study with the result of savings over £600,000 per annum for just one item.
A recent Store Mapping audit for a major retailer across 800+ stores, to record the presence and status of their existing POS hardware, revealed the startling impact of generic Small, Medium & Large allocation.
Problems with this type of allocation manifest themselves with disproportionate numbers of display windows, low ceilings & physical space restrictions. This all leads to mis-allocation of POS materials and waste.
One element of the survey focused on the use of external promotional banners in the car park. It became apparent early on that the size of the car park was not intrinsically linked to the store size there were also a number of factors which prove this method of allocating POS is outdated.
- Car park ownership
- In some cases parking is shared with local authorities, shopping centres etc and display opportunities are restricted.
- Missing or broken display hardware
- Inability to use the allocated display materials and display opportunities are wasted
- Bespoke site restrictions
- Multi-storey car parks, lack of usable perimeter space and planning restrictions
Although we have focused on one issue for the outdoor element of the Store Mapping, the issues are similar for all elements of POS – hanging signs, poster frames, window graphics, end caps, floor decals and light boxes
This particular client has 4 campaigns per year in over 800 sites covering an average 60 pieces of POS hardware and display opportunities is over 192,000 print items. A simple 10% saving on these allocations would be 19,200 items resulting in savings in excess of £600,000.