UK Point of Sale Recognises The Future Of Branded Communications

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UK Point of Sale, a leading supplier of point of sale products, is certain that the future of branded communications will come in the form of a package that targets the full range of a consumer’s senses.

Marketing has always sought to engage with consumers across the full range of channels available, but retail marketing has been lacking this same outlook, usually opting for the conservative, formulaic approach void of creativity.

However, UK Point of Sale’s Sales and Marketing Director, Debra Jamieson has identified the market leading vision of brands like Lush and Hollister as defining the approach to retail marketing we are likely to see on an ever-increasing scale from the majority of brands in the future.

Lush has targeted the olfactory for a number of years by employing smell to its full potential as a marketing tool, which has resulted in great success. As Jamieson notes, “everyone knows when they have walked past a Lush on the British high street.” The same is true of the clothing retailers Hollister and Topshop, who have been determined to incorporate a nightclub atmosphere that appeals to their target demographic and engages their consumer base by morphing the shopping experience into something even more exhilarating.

UKPOS sees the future of branded communications move away from exclusively visual mediums of engagement and towards a multi-sensory approach. In this way, a brand identity can be built using all the possible forms of engagement. By approaching branded communications with a focus that transcends the traditional visual hooks, the research undertaken by UK Point of Sale suggests brands can be better distinguished from one another in environments crowded by the incessant noise of competing brands vying for our collective attentions.

Debra Jamieson, Sales and Marketing Director, said: “Whether we have noticed it consciously or not, the retailers who have been implementing multi-sensory retail marketing for a number of years are incredibly recognisable, and this is inextricably linked to their marketing strategy. Every element of their brand communication is reinforced by complementary messages being delivered to our other senses simultaneously. The sensory overload ensures we as consumers are much less likely to forget the experience.”

A retailer of quality point of sale products, UK Point of Sale is a family business that has been running for almost 25 years. It has a proven track record of providing its customers with excellent products at great value prices, and boasts some of the biggest retail outfits in the UK as clients. To read Debra Jamieson’s original article visit http://www.ukpos.com/news/cat/ukpos/post/multi-sensory-retail/. To browse through the comprehensive product list UKPOS offers, consisting of over 4 million products, visit http://www.ukpos.com/product/.

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For more information, please contact:

Name: Debra Jamieson
Title: Sales and Marketing Director
Email: DJamieson(at)ukpos(dot)com
Telephone number: 0161 431 4400

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Debra Jamieson
UK POS
0161 431 4400
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