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Thinking Locally to Drive PoS and Expansion Campaigns

Andrey Popov-stock.Adobe.com

Your brand has had great success at home, and now you want to duplicate that in additional markets, maybe even expand internationally. Yet conducting point-of-sale (PoS) campaigns in new regions won’t work with a cookie-cutter approach. Every market is unique, often subject to its own regulations, availability of materials as well as supply chain and logistical quirks.

When you do actually penetrate these new markets in significant volume, you need to ensure continuity and performance across all these PoS campaigns – and that can get very complex. Where will you find the resources to build your displays? How will you transport the units and control their placement in retail locations? What is the tax liability and what process will you use for making payments?

Still, no pain, no gain, and expanding into new markets can pay great dividends. Yes, there will be challenges, but thinking locally is a great way to get past them and position your brand for success on the ground.

Nail Down Your Supply Chain

Consistent looks and messaging in PoS campaigns drive and reinforce awareness, whereas inconsistency can damage a brand. For instance, if a brand emphasizes sustainability in its marketing, yet the materials used in its displays will last an eternity in a landfill, then their reputation and future sales are in jeopardy. 

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That said, nailing down your supply chain should be your first step. The availability of materials for display builds can differ greatly from region to region, and so can the costs. If heavy duty recycled cardboard is needed, you may find the material hard to come by, or the taxes too high to justify importing it.

Protect your PoS display investments by bringing in a local supplier. They can find the right sustainable materials, a suitable alternative, or establish bulk import contracts. However, supply strict quality control details so that you get the proper materials. Also, conduct local factory inspections to vet materials and reach working agreements with entities that may be involved in production. 

Work Out Logistics

You can build the most innovative displays imaginable, but unless you can get them to their retail destination on time they won’t do any good. In particularly remote locations, like in expansive regions of India or Australia, you’ll need deep knowledge of transportation resources in order to perform tasks ranging from finding the most cost-effective routes to figuring out a way to get a display that final mile.

Getting a local logistics partner will make your life a whole lot easier. On the ground, in the air, over water – they’ll know the best and most reliable ways to ship. Further, they’ll have established resources for handling difficult situations, such as shipping large PoS displays over less-than-ideal transportation infrastructure.

Bring in Local Intelligence

PoS investments disappear when displays aren’t positioned properly in retail stores. Putting an expensive fashion display in the corner of the home goods section is not going to reach the targeted audience. For that matter, expanding into retail locations that are out of the way or in less desirable locations should be avoided.

You will have retail partners to provide some insight, but they’ll lack the objectivity and depth of knowledge possessed by an independent local professional. Even when your campaigns are up and running, you should always have a partner locally who’s capable of providing reliable and immediate intelligence.

Remember, every new market will likely have its distinct guidelines related to PoS displays, promotions and advertising. Failing to comply can not only result in penalties; it can lay waste to painstakingly crafted PoS campaigns and the money that went into them.

Simply put, you’ll need to become an authority on local regulations or bring in someone who is.

Devise a Financial Strategy

New markets mean ironing out import tax and payment procedures. There are some countries that will require the opening of a local subsidiary in order to conduct business within their borders. Failing to do so with a PoS campaign can result in fines and high import taxes.

Consider a local customs broker: They can take you through processes easily and quickly while helping to lower costs. They could direct you to a local source for materials, enabling you to escape import duties. If local currency is needed to pay for services and materials, they can help make arrangements with a suitable bank or global payment provider. Regardless, they’ll give you the lay of the financial land so you can devise a strategy that works in your best interest.

The Local Edge

Your brand’s success speaks for itself. You’ve captured strong market share but now it’s time to explore new opportunities and break new ground. Still, no two markets are alike in every way, and it’s easy for costs to spiral out of control when you don’t have local understanding.

Harnessing the expertise of area partners and resources provides a critical local edge. Whether it’s exploring a market’s viability or understanding its variables, this is what makes for the most successful and powerful PoS and expansion campaigns.


Lynne Laba is head of U.S. for Communisis VOX.

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