"Optus wanted bump bins, but we showed them some more effective solutions that lifted their brand presence in retail"
Custom designed semi permanent retail point of sale displays for products in retail by Genesis Retail Displays posm manufacturer in Sydney mobile phone store shelf

Don't use dump bin POS

People use dump bins for rubbish, get proper POS design.

the brief

Optus were after point of sale design that they described as ‘a little different’. Their initial request was to design dump bin pos that they could use as a retail point of sale display solution across their convenience store locations to showcase their range of mobile phone sim cards.



Genesis Retail Displays has been doing retail display manufacturing in Sydney for over 10 years and we knew from our experience that the only thing that happens to dump bin pos in retail stores is they become rubbish bins for shoppers. We often visit retail stores and see all types of things literally ‘dumped’ into these types of POS.



So we set about coming up with some point of sale display design ideas for Optus to help them consider some alternatives for their retail display requirements.


With our experience creating executions for petrol stations, supermarkets and high traffic convenience retail locations we decided to present Optus with a range of ideas from our point of sale designers that had small, thin, footprints that could be placed in different areas of these typically small retail stores.


So each design idea was about using the available spaces in these retail outlets in their aisles, countertop areas or checkout counters. The designs were created in such a way that messaging or header cards could be changed to help maximise their life & return on investment. This also helped Optus maintain their shelf space for as long as possible.


  • Strong brand presentation.
  • Products presented at eye level.
  • Double or multi sided displays.

By taking this approach for a retail display solution it would mean that the brand can avoid using dump bin pos units that typically get filled with other items. By creating their own dedicated display stands it would mean just their product is displayed and they retain strong brand presentation as well.


Typically this type of execution allows for greater height to be used which means your products are seen at eye level with greater visual impact compared to a hip height dump bin pos unit.



The other benefit is the ability to create executions that are double or multi sided so that you can create visual attention from any direction. These are especially useful for off location display placement.

why are point of sale displays so important?

Custom designed semi permanent retail point of sale displays for products in retail by Genesis Retail Displays posm manufacturer in Sydney Optus stand

Point of sale displays (POS) or point of purchase (POP) displays are the best way to attract shoppers in busy retail outlets and ultimately encourage them to purchase your product.


POS can be used on-shelf in retail stores or ideally be free-standing like the examples above.  On-shelf creative POS displays can make your product stand out among your competitors. POP free standing floor displays (FSDU’s) can in effect create new space for your product offer when the store displays are already full.


By trying to influence the “last 3 feet” of the path-to-purchase you can increase shopper traffic into people actually buying your product, especially compared to items sitting on a normal shelf planogram. 


As demonstrated in this example, POS displays come in many forms from more simple application such as wobblers, posters and bunting to cardboard counter displays, free standing cardboard displays and pallet displays to semi-permanent displays and even permanent displays.


Taken to the next level Interactive POS displays allow your shopping customer to know what your product is like rather than asking them to guess what the product is like.  Displays that allow shoppers to touch, feel and experience the product provide a much more immersive experience for shoppers and have been shown to double sales.


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Andrew Mansfield

Andrew Mansfield

Andrew Mansfield is Director of Genesis Retail Displays and helps his clients maximise shopper engagement and sales using custom designed point of sale displays.

Andrew is a qualified Industrial Designer with 20+ years of industry experience who can provide valuable insights to maximise the effectiveness of POS display design and manufacturing. Based in Australia his prudent advice has helped many brands avoid the numerous and varied pitfalls that can compromise POS display projects.

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