Point-of-sale print is one of those areas where the gap between ‘we ordered some stuff’ and ‘we ran a considered POS campaign’ is wider than it looks from the outside. The difference shows up in sales uplift data, not just in how the shop floor looks.

For brand managers and retail marketing teams in Ireland and the UK, understanding the full toolkit of point-of-sale print formats, when to use each, and how to brief them properly, is the kind of working knowledge that quietly saves a lot of money and avoids a lot of arguments with store operations teams.

Why point-of-sale print still drives purchase decisions

The term ‘point of sale’ covers every piece of branded print that exists at or near the place where a shopper makes a purchase decision. That is a broad definition that includes a lot of very different formats, which is partly why POS campaigns are often under-briefed. According to Nielsen research cited in the Journal of Retailing, secondary placement supported by branded display materials drives an average sales uplift of 18 to 35 per cent depending on category (Nielsen, 2022). That is a substantial return on a relatively modest investment in print.

Aisle fins: the subtlest shopper stopper

Aisle fins (also called shelf fins, shelf blades or barkers) are the printed cards that protrude from the shelf edge into the aisle. They are small, relatively inexpensive and often overlooked in briefing sessions, which is a mistake, because they catch the eye of a shopper who is not necessarily looking at that shelf.

Key design considerations for aisle fins include contrast (they need to stand out against the shelf environment), brevity (there is very little space), and durability (they are in a high-traffic area and will be knocked repeatedly). McGowans produces aisle fins on a range of substrates including coated board and rigid PVC, depending on the retailer’s specification.

CDUs: the counter space battleground

A counter display unit is the small structure that sits on a checkout counter, pharmacy counter or service desk to merchandise impulse items. The key battle here is for counter real estate, which means your CDU needs to justify its footprint to the retailer as well as to the shopper.

A well-designed CDU holds the product securely, displays the branding clearly and fits within the retailer’s counter specification. Given that checkouts see the highest footfall of any point in a store, the CDU is one of the most commercially valuable placements in retail, and it deserves a properly thought-through brief.

Fridge vinyl: branding in the chill aisle

Applied directly to chilled cabinet doors and frames, fridge vinyl transforms a refrigeration unit into a brand communication surface. For beverages, dairy and chilled ready meals, fridge vinyl can create an immersive brand environment in the most competitive section of most grocery stores.

The technical requirements for fridge vinyl are specific: the material must be cold-resistant, moisture-resistant, and must not compromise the seal or energy efficiency of the cabinet door. McGowans specifies materials with all three requirements in mind, and can produce full-height door graphics, header panels and frame strips as part of a coordinated chilled aisle campaign.

How to brief a POS campaign: the 10 essentials

A well-written POS brief should include: the retailer name and any relevant display specifications; the formats required (fins, CDUs, FSDUs, fridge vinyl, floor graphics); the planned placement location; the campaign duration; the product range being supported; the key message or claim; volume per format; artwork delivery date; and sustainability requirements.

McGowans’ downloadable POS Briefing Template covers all of these in a format that is ready to share with internal stakeholders and your print partner simultaneously.

Download our free Point-of-Sale Briefing Template or get in touch with the McGowans team. 

Point-of-sale print works when it is planned, briefed and executed with the same rigour as any other element of a marketing campaign. The formats are not complicated; the discipline of briefing them correctly is where most campaigns succeed or fall short.

6 FAQs: Point-of-Sale Print

Q1. Can McGowans supply POS materials direct to multiple store locations?

Yes. McGowans’ mailing and fulfilment services include store-by-store distribution, which is particularly useful for national rollouts or regional campaign variations.

Q2. What is the turnaround time for aisle fins?

Relatively straightforward aisle fins can be produced in five to seven working days once artwork is approved. More complex POS formats take longer.

Q3. Do you offer retailer-compliant POS design templates?

McGowans’ creative services team can develop designs within retailer specification guidelines, and can review existing artwork for compliance before production.

Q4. Are fridge vinyl graphics easy to remove without damaging the cabinet?

Yes, provided the right material grade is specified. McGowans uses removable adhesive substrates for fridge applications as standard.

Q5. Can POS materials be produced with recycled or sustainable substrates?

Yes. Sustainable substrate options are available across all POS formats, and McGowans can provide environmental credentials for inclusion in sustainability reporting.

Q6. What is the difference between a CDU and an FSDU?

A CDU (counter display unit) sits on a surface such as a counter or shelf. An FSDU (free-standing display unit) is a full floor-standing structure. Both serve different retail environments and purchase contexts.