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Go back to basics with PoS activity.

Sir, Feast and be merry, the good old traditional saying synonymous with Christmas, is normally a food retailers' haven. But with the nation tightening its purse strings, can it really be the case this year?

Reports already suggest shopper behaviour is rapidly changing. Consumers are taking more time to look around for the best deal. A nation of bargain hunters sadly means retailers have to compete harder than ever to secure sales something already demonstrated by Morrisons and its 'Big Price Crunching Week' or Tesco with its '7.93 [pounds sterling] Christmas dinner'.

Ultimately, whether by promotion, or just by shouting louder and harder than everyone else, retailers and brands need to make shoppers aware of their offerings the moment they step in store.

It is the perfect time for retailers to get back to basics with tried and tested methods of in-store promotion such as PoS. It is critical in creating brand awareness, capitalises on available space, and, used effectively, encourages impulse buying and cross selling even when consumers are spending cautiously.

Getting more for your money is also important, especially in a climate where retailers, like most businesses, are having their budgets and margins squeezed. Arguably it's time to forget the bells-and-whistles expensive EPoS items and opt for other low-cost, high-impact alternatives. Poster holders, shelf talkers and literature dispensers can tick all the same boxes at a fraction of the cost.

Debra Jamieson, sales and marketing director, UK Point of Sole Group
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Title Annotation:letters
Author:Jamieson, Debra
Article Type:Letter to the editor
Date:Dec 20, 2008
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