Point of sale for Optus mobile phone sims
Custom designed point of sale display for phone sim cards
Genesis Retail Displays is a point of sale display design agency in Sydney that helped Optus create an eco friendly solution to display their SIM cards.
Retail displays for prepaid SIM cards typically remain in-store for 2–3 years—yet most are still manufactured from a hard-to-recycle mix of plastics, metals, and MDF. For brands focused on sustainability, this creates a significant challenge around how to maintain retail presence without compromising environmental commitments.
Genesis Retail Displays recently partnered with Optus to address this exact issue. The objective was clear: create a fully recyclable, semi-permanent display unit suitable for high-traffic supermarket environments—without compromising functionality, brand presence, or durability.
The phone SIM point of sale display solution we designed
With a very clear criteria we came up with a point of sale design solution that would cater to each of the requirements. The image above is a sample of an initial design idea which was used to begin the conversations.
Small-format semi-permanent displays are a critical tool in modern retail environments—especially supermarkets, convenience stores, and high-traffic outlets where space is at a premium. These units are designed to stay in-store for extended periods (typically 6 to 24 months), offering brand visibility without the cost and waste of full permanent fixtures.
They’re ideal for promotions that run year-round or rotate seasonally, giving brands a reliable way to occupy retail real estate while staying adaptable. When engineered properly, they strike the perfect balance between durability and agility—strong enough to withstand daily wear, but lightweight, modular, and cost-effective to refresh, relocate or update as needed.
With that in mind, we focussed on delivering three key elements as part of the point of sale design brief;
1. Material innovation: Fully recyclable construction
We engineered a display made entirely from FSC-certified cardboard, eliminating plastics, metal, and timber that typically end up in landfill. With the exception of removable hooks and a reusable poster window, the entire unit is 100% recyclable—a new benchmark for sustainable POS.
2. Smarter logistics: Flat-pack efficiency
Retailers required a compact shipping footprint (within 110 × 58 × 8 cm) while maintaining a full assembled height of 150 cm. Our design team created a modular slip-on header that packs flat but locks securely into place. This approach ensures cost-effective transport, simplified warehousing, and quick in-store assembly—without compromising structure or aesthetics.
3. Built for retail reality: Tested & proven
A high-density cardboard base enhances stability, while the unit underwent extensive prototyping and field testing to validate performance in real-world conditions. The final result is a lightweight yet robust display that performs reliably in-store, is easy for retail teams to install, and aligns with sustainability targets.
After evaluating the design ideas that our agency presented, Optus chose the concept pictured above as their preferred design choice.
This style of semi-permanent, flat-pack cardboard display is ideally suited to a wide range of retail applications. From telco and SIM card displays to gift cards, pre-paid software download cards or ‘take to counter’ card display for expensive items. The modular format allows for easy adaptation to different product shapes, sizes, and planogram requirements.
They can be used in supermarkets, petrol stations, electrical retailers or other high traffic areas in retail spaces that have high visibility where you need to execute a POS strategy aimed at taking advantage of high foot fall locations.
Lightweight yet robust, these displays are engineered for fast, tool-free assembly and compact shipping, making them a cost-effective solution for brands needing scalable national rollouts.
Whether the goal is brand visibility, ease of store execution, or sustainability, this approach delivers consistency and flexibility across a wide range of retail categories.
In the image below you can also see how the retailer pricing and SIM Card stock are presented on the display which takes this idea from concept to reality in a practical way that helps shoppers while maximising brand exposure for Optus.
If your current supermarket or grocery POS units are expensive to ship, hard to recycle, or falling short of brand expectations, it’s time to explore a smarter solution.
Genesis Retail Displays combines retail expertise, structural design, and sustainable manufacturing to create display systems that deliver on both commercial and environmental objectives.
