the way that marketing assets such as supermarket packaging have changed over the past year or so, and it’s just a matter of time until we start seeing it reflected in POS decisions,” Conway says. “POS materials often have a very short life span, but we’re going to see two changes coming out of that as sustainability becomes a more important consideration in marketing campaign planning. “Firstly, marketers and brand managers are going to be looking carefully at the materials selected for more short-lived campaign activations, with easily recyclable materials coming to the fore. Secondly, it is also likely that we’ll see some buyers looking instead for durable POS products that they can use again and again.” While extended producer responsibility is a topic that most people associate with packaging, as growing numbers of brands focus on it, Conway says thinking around this will inevitably begin to pervade other areas of marketing. As such, he says signage and print businesses need to be aware of this at the very least, and given the close association that POS has with packaging, it is likely 2025 will see a rise in demand for more sustainable and recyclable POS. With this in mind, Conway draws attention to Honeycomb Monolith, first product in Venture Banners’ new range of cardboard display products. This solution is billed as a fully recyclable alternative to traditional roller banners and stretch fabric stands that is constructed from 16mm Honeycomb eco board. Equivalent in shape and size to a stretch fabric stand, it offers a bespoke-printable single-sided face that is 750mm wide by 2,000mm tall, while its base is also bespoke-printable and made from the same Honeycomb board. “The face, base and packaging box of the Honeycomb Monolith are all recyclable, so that once it outlives its intended purpose, every element of the product can be safely recycled,” Conway says, adding: “This makes it ideal for short-term POS activations, with broken down Honeycomb Monolith parts able to be recycled with other brand or retail recycling materials. “Being able to offer environmentallyfriendly solutions and boosting their own eco-friendly credentials can give signage businesses a real competitive advantage, but cost can be a real barrier to entry 53 Issue 256 - December 2024 / January 2025 email: editor@signlink.co.uk into the cardboard display market. By introducing this new product line, we will enable printers and sign companies to target profits in this area without any major up-front investment on their part.” Omni-channel Optimism Of course, print is just part of POS, with digital technology now becoming more important for retailers. This point is picked up by Carlotta Maria Basile, workspace and production marketing manager for Canon UK and Ireland, who says omni-channel approaches, whereby both print and digital are utilised, are proving successful. “Brand marketers have a tough job, tasked with grabbing attention and influencing spending decisions in an ever complex and fast paced market,” Basile comments, adding: “Customer journeys are unpredictable and convoluted, as buyers flit elusively between these platforms. The use of omni-channel techniques helped in navigating these challenges, being more able to report ROI, while adding a personal touch.” Basile also hints at the importance of sustainability, saying businesses have commitments as individuals have their personal goals to contribute to a greener environment, as well as the subject of personalisation and tailoring POS to meet this trend. She says sign-makers and wideformat printers working within POS need to be equipped for such an offering. With this, she highlights the technologies ▲ According to FaberExposize UK, simple, clean, and functional design in POS displays helps create clear messaging ◄ Venture Banners’ Honeycomb Monolith solution is the first solution within its cardboard display products range Honeycomb Monolith from Venture Banners offers a bespoke-printable singlesided face that is 750mm wide by 2,000mm tall 2,000 POINT-OF-SALE
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