Point of view

While this may be a more extreme example of catching the consumer's eye, it shows the power of PR simply on the back of a carefully planned display. Jazzing up your point of sale (POS) may be daunting, but help and advice are at hand.

"Our customers are keen to keep things as clear and simple as possible, while still promoting their brand and pulling the whole look of their shop together with a professional display," says Chloe Callow, sales coordinator of specialist ticketing firm Pentic. "Another important aspect is ease of use for staff with the ability to change prices and clean on a regular basis. The easiest way to overcome this is to send out samples for customers to try out in the shop and see what works best for their own particular display."

Print solutions firm Design X-press MD Juliette Middlebrough finds that when a shop approaches her regarding point of sale, common queries include the legalities of putting prices on counter tickets, colour schemes that will complement the products in the counter, the size of prices on the ticket, the availability of promotional POS that will stand out from standard ticketing and the impact on sales revenue. A strong communication of an offer is also important, adds Middlebrough.

Bpex and Eblex meanwhile have been producing useful POS kits for butchers and will contine to do so this year. Bpex product manager Claire Holland says: "Over recent years Bpex has produced many kits for independent butchers and farm shops. The feedback received about the contents is vital and acts as a means of establishing which items within the kits are the most appealing and work best for the retailer and their customers."

Moving with the times

Common concerns like this show just how the market has changed. While marketing 20 years ago may have meant just popping an ad in the local paper every now and again, butchers have become much more savvy, although many still like to keep to some traditions alive. Eblex retail project manager Mike Whittemore says: "In the main, businesses are still traditional in their style and outlook, but technology is making its mark. For example, some butchers are making use of on-screen advertising in their shops and emailing alerts to their customer database, but there is some catching-up to do in relation to the major multiples' marketing communication techniques."

Bpex's Holland, adds: "Many butchers are becoming media and technology savvy. In some stores it is not uncommon to see video and TV screens promoting special offers."

Meanwhile, Middlebrough finds that butchers are looking to have a more corporate feel to their shops, with identification through the use of logos and colour schemes. Last year Design X-press worked with Crawshaw Butchers and carried out a complete re-branding exercise across all its shops. Emphasis was put on value prices, pre-pack multi-buys, locally sourced products and marketing tools and this was said to have increased sales by up to 25% in most of the shops.

Pentic recently worked with a farm shop that wanted a whole new look to its counter as it was refurbishing. "Our personalised ticketing manager discussed various design options, including incorporating a photograph of the farm shop on to the ticket," said Callow. "This created an original and eye-catching look for the counter tickets."

Eblex has also been busy improving POS for its Quality Standard scheme members, as well as non-members who have registered to receive Eblex kits. "The last three Eblex promotions 'Make More of Lamb', 'Summer BBQ' and, most recently, the Christmas promotion have been hugely successful," says Whittemore. "What unites these is the focus on adding value to cuts of beef and lamb that are under-utilised during different times of the year, helping butchers to generate extra profit."

Bpex has also produced a new promotional kit for independent butchers and farm shops to support Bacon Connoisseurs' Week (22-28 March 2010), available free of charge. This includes wall posters, window vinyls, 50 copies of a new recipe book and a chance to buy campaign carrier bags for customers to use.

New ideas

Pentic says there has been a steady increase in the number of farm shops and traditional butchers coming to the firm for display solutions, so it has added to its product range accordingly. "Our most recent additions have been the farmshop-style version of our popular rollerbarker produce system, which incorporates a blackboard-style insert for customers to write on their own descriptions. Our customers have embraced the rustic feel of these new products, which fit in perfectly with the back-to-basics ethos behind the current farm shop trend."

At Design X-press, Middlebrough says the company now advises butchers to use shelf dividers and strips on the multi-deck to help shop staff contain the relevant products into selected areas and create a look that is neater, making it easier for customers to locate items. The company also offers Savings Club packages, posters and banners with outdoor weather-proof prints, as well as banner stands and pop-up displays, which can be used to promote a butcher's when sited in a foyer in an in-store location, such as a farm shop.

Finally, this spring, Eblex has said its promotion will focus on lamb leg roasts and leg steaks as its featured 'hero' cuts. "Having listened to retailers' demands, this promotion for Eblex Quality Standard scheme members will feature all the traditional kit favourites, including 'Simply' recipe booklets and posters," adds Whittemore.

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