Wholesalers must follow the marketing lead set by supermarkets if they are to achieve a lucrative slice of the annual Back to School bonanza.

That is the view of sales and marketing director for UK Point of Sale (UK POS) Debra Jamieson as the clock ticks and parents look to kit their children out for the new school term.

“In recent years we’ve seen the competition intensify and marketing become increasingly aggressive for everything from school uniforms and stationery to laptops and lunch boxes,” she said.

“The last few weeks of the school holidays can be one of the most lucrative periods of the year, but wholesalers must ensure their point of sale displays work harder than ever to maximise revenues from retailers as aggressive price wars and high profile promotional campaigns hit the high street.

“There’s still time to reach out to engage with retailers. This might mean, for example, employing freestanding poster holders which can enable them to present striking visual promotions and change them quickly in line with sales trends.”

Debra points out that there is always a last minute rush and an increase in shopper numbers on the high street as the back to school shopping deadline looms.

“Supermarkets are seemingly giving over more and more square footage to their back to school offer, year-on-year, but they have also honed their use of point-of-sale displays to attract footfall to these areas and to generate sales,” she added.

“All the while, considerable opportunities also abound for independents as they seek to replicate this strategy – it’s important for wholesalers to do the same.

“A good point of sale consultant will be able to advise on best practice in this area. Get it right and significant financial rewards can be reaped.”

UK Point of Sale is one of the UK’s leading designers, manufacturers and suppliers of point of sale products and services.

UK Point of Sale has been in business since 1989 and boasts more than 500 innovative products, stocking more than 4 million items at any one time. The company can create bespoke solutions to order.

UK Point of Sale

Tel: 01606 431 4400


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