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The run-up to Christmas has always been renowned for being the busiest period in the POS industry – retailers racing to make sure their promotions are more prominent than their competitors', offers on everything you can think of from candles to crackers, and customers always looking for new and innovative ways to present their offers to entice the public off the high street.

Until recently, POS companies will have spent most of the year preparing for the Christmas rush and hoping for mini-booms throughout the remaining ten months. Over the last few years, however, a transition has occurred in the marketplace, seeing seasonal promotions taking pride of place throughout the year. Easter, Bank Holidays, the World Cup, Wimbledon, summer holidays, back to school, Hallowe'en, Bonfire Night… The list goes on but the theme remains the same – retailers are realising that customers are keen to take advantage of offers all year round.

The effect this has had on the POS industry is phenomenal, with retailers trying even harder to bring customers in by standing out from the crowd, even in the notoriously quiet first quarter. To support the industry, it is the job of POS professionals to make sure the solutions on offer are relevant, in terms of style and price, and will ultimately meet the client's objectives of drawing customers in.

Advising on how best to use POS is also key; some retailers need guidance on where they should place their offers and what message they should be portraying. Depending on the type of product on sale and the location of the store, this could vary from in-store POS to window displays to outdoor POS, with either cheap and cheerful offers or a more exclusive product to portray a higher-quality brand.

Whilst there is still an inclination on the behalf of the consumer to be more cautious with their spending habits, retailers know there is a way to draw them in if they are more strategic with their offers. This is where current and flexible display solutions can try to give the retail industry a much-needed boost.