A Pot of Point of Sale Gold

Point of sale window display

What’s the point of point-of-sale advertising? As the term “point-of-sale” implies, it’s to drive more sales. In the beer market, there are a number of ways to do that, whether it’s focusing on pricing, special promotions or branding.

For Tennyson Lacasio, print shop manager for Colonial Wholesale Beverage in North Dartmouth, Mass., it’s all about driving sales with displays that make potential customers stop, look, think and buy.

The project pictured here for Landry’s Liquors did exactly that as part of last year’s St. Patrick’s Day promotion for beers brewed by Diageo: Guinness Draught, Guinness Extra Stout and Smithwick’s Ale.

“Those three front windows face the main road, so you can’t help but notice the display. There were people stopping by just to look at the sign, which brought Landry’s more business for those brands,” says Lacasio. “They kept the display up through July 4 because it was getting so much attention and the owner said the sales of those brands went up. It was definitely an impact display and high-quality advertising for the store itself.”

The display was created in three panels for each of the front windows, printed on LexJet TOUGHcoat Water-Resistant Self Adhesive Polypropylene, applied to Coroplast and laminated with LexJet 3 Mil Matte UV Standard Low Melt laminate.

“We didn’t have to wrap the laminate around the edges of the Coroplast since the panels are placed inside the window and there’s no danger of moisture getting in between the laminate and the print. The matte is popular because it cuts down on the glare so you don’t lose the image from different perspectives,” explains Lacasio.

Lacasio adds that this is one of the most intricate designs he’s created, especially when it came to finding and working with all the different varieties of leprechauns from which to choose.

“I found that there were two basic types of leprechauns: cartoon and scary. We obviously went with the cartoon style. From there, I had to find those that matched from a compositional style and then properly crop and size them so they fit with the overall design,” explains Lacasio.

A River Runs through a Point of Sale Display

Point of sale product displayTennyson Lacasio’s last point of sale, in-store display masterpiece featured here used flowing “beer” (actually ink-stained water) to draw additional attention and sell more Guinness. Lacasio, graphic designer for Colonial Wholesale Beverage in North Dartmouth, Mass., recently created another water feature. While the concept was different this time around, the outcome was similar; namely, more beer sales.

“This store is one of our other top accounts and after seeing the YouTube video they were interested in doing something unique in their store as well,” explains Lacasio. “We basically had the same amount of square footage with six palettes of beer stacked together. We went over a number of designs with them and the castle theme we settled on seemed like a lot of fun.”

Building a point of sale product displayThe previous display was built to sell Guinness Black Lager; this most recent castle display was built to house Diageo brands Guinness Draught, Guinness Stout, Guinness Black Lager, Harp and Smithwick’s. The big push on these Diageo brands coincides with St. Patrick’s Day and Lacasio reports that the display needs constant replenishment even though the big weekend before the big day has not yet arrived.

Once again, the display not only had to be eye-catching and thirst-inducing, it needed to be easy to shop. The display has scored on both points, drawing consumers ever closer with the final touch – a drawbridge over bubbling water that leads to the castle in the background.

Originally, Lacasio planned to place real fish inside the pool of water over which the drawbridge sits. However, the risk of floaters – fish that might up and die as fish are wont to in these situations – was too great. Therefore, Lacasio printed some fish, laminated with LexJet 3 Mil Gloss UV Premium Low Melt.

The big prints – the two knights which guard the front of the display and the castle – were printed on LexJet Extreme AquaVinyl w/ PSA applied to Coroplast. The drawbridge was printed on LexJet TOUGHcoat Water-Resistant Self Adhesive Polypropylene and laminated with 3 Mil Gloss UV Premium Low Melt. All of the graphics are double-sided, excepting the knights (it’s hard to find knight backside images) so that the effect continues on the other side of the display.

In addition to the photos here, get a consumer’s eye view of the display at the video embedded below…