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Print POS will be used to advertise to men and electronic POS will be used to attract women in 2020


By Ishbel Macleod, PR and social media consultant

March 8, 2013 | 2 min read

A survey by Epson has found that 100 per cent of retailers polled say that they need to adapt and broaden their market focus to drive growth.

The survey of 500 retail brand and marketing managers found that the volume of print and electronic POS advertising is predicted to change considerably over the next few years as retailers seek to protect and expand their business by more accurately targeting customers by age, gender and product value.

The research found that today over half of all in-store POS activity is print-based, but this is predicted to fall to just over a third (39 per cent) by 2020 when electronic POS will comprise the largest proportion of POS activity (61 per cent).

By 2020, print will be the dominant medium used to advertise to men, according to 74 per cent of retailers, while print and electronic POS will be used almost equally to promote to females.

Nick White, business manager for professional graphics at Epson UK, said: “The Epson 20|20 Vision survey clearly shows how the POS market in the UK is set to grow and evolve over the next few years.

“As campaigns become more frequent, more dynamic, more localised and more targeted to specific consumer demographics, both print and electronic POS media will play important roles in retailers’ sales strategies.”

Electronic POS will remain the most popular media (75 per cent) used to promote fast moving, short life-cycle commodity items by 2020.


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