44 www.signlink.co.uk Issue 250 - December 2023 / January 2024 The business was originally set up over 40 years ago as a screen printer and POS production business, and over the years has added several other companies and agencies to its group before rebranding its portfolio as Kolorcraft Group last year. The company works with several leading retailers and brands with an online marketing support platform that offers an end-to-end service. Head of client services and marketing at Kolorcraft, Emma Ramsey, explains: “We manage the whole process from creative design, in-house large- and small-format digital, screen, and litho printing capabilities to fulfilment and installation.” On to the importance of POS, Ramsey says: “POS materials are essential for brand establishment within physical stores. These materials empower retailers to effectively showcase their products, promotions, and brand identity. “They not only attract customers and boost brand visibility but also drive foot traffic and increase sales. In addition, in-store marketing materials are instrumental in enhancing the overall customer experience, fostering loyalty, and elevating satisfaction. In essence, the POS industry is an essential and enriching component of the bricks-and-mortar retail landscape.” This year Kolorcraft has been recognised in the industry for its colourful and impactful projects through awards such as the UK Graphic Awards and the FESPA Awards at FESPA Global Print Expo 2023. The project that achieved these awards was for the Waitrose Summer Food Festival campaign. The requirements from Waitrose was a display that looked premium but used sustainable materials. Using recyclable and corrugated boards, honeycomb board, and display boards, the project demonstrated the need for many projects to tick several boxes regarding materials, colour, and sustainability. Speaking about current requests from customers, Ramsey adds: “Over the past year, we've witnessed several changes in our customers' point of sale requests. Notably, there's been a pronounced surge in the demand for environmentally sustainable solutions, particularly a shift away from synthetic materials in favour of recyclable, fibre-based alternatives. “Additionally, there's been a noticeable trend towards personalisation within POS, with a growing focus on localised offers that resonate more with specific audiences.” of e-commerce convenience.” Regarding what customers are currently asking for, Younger adds: We’re seeing significant interest in our extensive Lightbox offering, both custom shaped and standard sized in addition to innovative use of digital technologies such as Media Glass using embedded LEDs.” As well as making POS adaptable to online integrations, it is also important to note the integrations of different types of display products, as Younger referred to, like lightboxes and LEDs. A big trend that has taken place in the effort to bring customers back to stores over the past three years is the implementation of more interactive and social media-friendly stores. Younger says: “Many of the projects we’ve been involved in reflect the changes retail has had to make to keep bricks and mortar stores relevant. We’re being asked to help create unique shopping experiences and Instagramable displays which consumers want to share. “We’ve seen a shift towards more informational signage with complementary products being indicated to help increase consumer spend and finally an increase in the requirement to support “stores within stores” concepts with interactive visual displays.” In numerous cases prestigious brands want to showcase their product and make it the star of the show, or in this case, the star of the store. ‘Stores within stores’ or designated areas of shopping centres or retailers have become far more commonplace as creativity and innovation in the sector have surged. A company which has seen success this year through its work with retailers in providing eye-catching and award-winning POS, is Kolorcraft. ▼ Thanks to the popularity of alfresco dining in the UK, Signwaves has seen a surge in the sale of its Adfresco Café Barriers and Parasols POINT OF SALE ▲ Ultima Displays has seen an increase in the popularity of its LED range of products including its iLLUMiGO lightboxes
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