A survey commissioned by Epson reveals greater investment in advertising in the point of sale

In Spain, 85% of the points of sale plans to adapt and expand his approach of market to promote the growth, according to a recent survey of Epson. In spite of the current economic difficulties, the majority (74%) of the Spanish points of sale thinks that his budget for Advertising in the available Place (PLV) will increase of here to 2020.

In the survey, call ‘Epson 20|20 Vision', interviewed to quinientos responsible of mark and marketing of retail companies of the five greater European economies -Spain, United Kingdom, Germany, France and Italy- to know how much uses this sector the material PLV so much form like electronic in the actuality, and how thinks that will change of here until 2020.

The survey signals that the advances in the technology and the technicians of PLV, the increase of the competition and the strategies of growth by means of the diversification in skilled markets, massive or regional will give like resulted campaigns of PLV impresas and electronics equipment dealers equipment dealers more frequent and short. Unlike the rest of Europe, where in the actuality has more acceptance the support form that the electronic support in the point of sale, the light preference by the electronic advertising dynamics of Spain reflects the capacity that has the country to adopt with new rapidity means.

Like consequence of the greater pressesure by part of the competition and of the reduction of the useful life of the products, the points of sale foresee that the campaigns happen to last the current average of 9,5 days to 6,8 days, what supposes the shortest period of all the countries polled. Like result, nueve of each ten Spanish points of sale affirm that the volume of material of PLV by campaign will keep (58%) or even will grow (38%).

The survey of Epson reveals that, in the next years, the priorities of a lot of Spanish points of sale will be to generate campaigns of PLV more flexible and that go further of the demographic approach of the business, reduce the mermas of PLV and improve the flexibility and the way to head to the addressees of the campaigns. The bad labels designed and the material that does not produce or delivers to time are the main reasons that they do not fulfil the aims of a campaign of PLV. From here that, although in the actuality a lot of points of sale commission they same to produce the material PLV, 79% will prefer externalizar this production to providers in 2020. The retailers will attend to agencies to commission them campaigns very flexible, in supports so much printed matter like electronic, that use the most leading technologies and profitable.

“To measure that the campaigns go back more frequent, dynamic, located and headed to concrete demographic groups, the material PLV so much form like electronic will follow exerting an important paper in the commercial strategies of the points of sale”, says Magí Besolí, product manager of big impressesion format of Epson Iberian. “In the next years, the creative agencies and the manufacturers of material PLV will have big opportunities to satisfy the needs of profitable campaigns, fast and located in format form of quality, and of dynamic and easy campaigns to update in electronic format”.

“Have commissioned this survey to conduct a thorough investigation the tendencies, the strategies and the technical requirements of the PLV in the retail sector European”, affirms Duncan Ferguson, director of Prographics, Epson Europe. “The survey shows that the points of sale look for printers and equipment of flexible and profitable visualisation that provide the extraordinary quality that need to compete en el futuro. The results coincide with the strategy of Epson to develop equipment of professional image for a so demanding market like the one of the signage; and the first products already are giving big fruit”.