EHI study: Dealer should more specific requirements on the industry set Cologne/Bonn, July 12, 2010 – consumers are confronted daily with a variety of advertising messages. But about 70 percent of the purchasing decisions they meet only at the point of sale (POS) – right on the shelf or the deli counter. Manufacturers and traders therefore try the potential of this phenomenon for themselves for years to use, be agreed but only slowly in, which measures actually work. So trade and industry experts show convinced that the display-based sales approach at the point-of-sale (POS) can provide benefits on both sides now of them. That goes from the study promotion strategies at the point of sale”forth Institute 2010 presented by the EHI retail in June on the 3rd PACK packaging-year Congress in Cologne from over 120 packaging experts. The opinions however differ in content and creative design, as well as the handling of the display.

100 percent of the surveyed retailers agreed therein, that for logistical Requirements that relate to a sturdy construction and the ease of placement, are potential for improvement. A better exchange of information between industry and trade is therefore highly recommended”, so Hilka Bergmann, author of the study. Traders should focus on the industry still more concrete requirements and specifications. Claudia Gross, Director global marketing and communication at the technology manufacturer Bizerba, explains the advantages of modern PC scales. The design of our scales follows the building block principle.

Individual modules can be combined flexibly depending on the requirement profile of the customers. So let is create individual scale forms that can be easily integrated into any bar structure. “With the help of suitable software, which is open and can be operated also with PC scales of other manufacturers, all essential retail tasks in a solution can be integrated: cradles, cashing, advertising, printing and advise directly on the scales displays at the point of sale”.