The run-up to Christmas has always been renowned for being the busiest period in the POS industry as retailers race to make sure their promotions are more prominent than their competitors’; running offers on everything you can think of from candles to crackers, and seeking new and innovative ways to present their ‘must-haves’ to entice the public in off the street. Pavement signs, snap frames, poster holders, merchandising strips, they are all prevalent. Investing in good quality print and POS solutions becomes second nature for retailers from September onwards.

Until recently, POS companies will have spent most of the year preparing for this Christmas rush and hoping for mini booms throughout the remainder of the year. Over the past few years, however, a transition has occurred in the marketplace, which has seen more of an emphasis on seasonal promotions throughout the year – Easter, bank holidays, the World Cup, Wimbledon, summer holidays, back to school, Halloween, Bonfire Night... the list goes on, but all have become targets of modern retailers as they realise that the consumer is on the lookout for offers 12 months a year.

Consumer profile
Alongside this, another change has taken place. The standard definition of ‘the consumer’ has also shifted slightly. Today’s consumers are generally more cost-conscious and less loyal to a particular retail brand – they will happily switch allegiance to a competitor if that company can make a better offer on a product, service or range.

The effect this has had on the POS and print industries is phenomenal. Retailers are trying harder than ever to stand out from the crowd in order to attract business, even in the notoriously quiet first quarter. And it is the job of the print profession and the POS sector in particular to support this drive by making sure the solutions we offer are relevant in terms of style, quality and price at all times.

Customer service has also had to adapt to deliver a more proactive service, rather than just a team sitting in a call centre waiting for the phone to ring. Advising on which print solutions to opt for and how best to use POS is crucial – some retailers need guidance on where they should place their offers and what message they should be portraying.

While there is still the inclination on the behalf of the consumer to be more cautious with their spending habits, retailers know there is a way to draw them in if they are more strategic with their offers.

It is the role of POS printers to promote the vast choices of POS print available, help the client decide which solution would work best for them and, ultimately market print as a vehicle for retailers to use to draw in their customers and make sure they keep coming back.

On top of this there are various practicalities that must be considered – if we’re expecting an influx of orders in November and December to prepare for the January sales, we need to make sure we have the appropriate stock available and ready for delivery. The same goes for Valentine’s promotions. Yes, January used to be the month to sit back and take stock, but not any more. Don’t risk being caught short, ensure an unrivalled level of customer service is offered at all times and take time out to understand what your customers need so you can share your expertise in a way that will be beneficial to them, and consequently to you.

Debra Jamieson is sales and marketing director at UK POS