The future at the PoS: viscom shows intelligent sales promoting tools

This will be the first time that the trade fair will feature the new exhibition segment DISPLAY/PoS World. "For our exhibitors and our visitors the concentration of the exhibitors from the field of Display/PoS in a segment of their own is an additional asset and ideally complements our established core segments advertising technology, lighting technology, digital and individual printing as well as finishing technology and digital signage", says viscom Director Petra Lassahn, pointing out, as it were, the particular strength of the trade fair which alternates every year between Düsseldorf and Frankfurt: the creation of synergies.

A prime example of the new media diversity which of course also significantly influences the Display/PoS sector is the digital signage segment which viscom has already been focussing on since 2007 with the Digital Signage World. Whether intelligent scales featuring advertising displays, the virtual trying on of glasses in the shop window or instore television in the supermarket: digital PoS media have already emerged as extremely efficient sales promoting tools in the retail sector. This is a growth market: a recent study of the Cologne EHI Retail Institute has shown that more than one third of the large retail chain stores plan to use digital media in their markets in the very near future. Digital signage, the display of content on screens, has the potential to bring about a lasting transformation of communication at the point of sale. At viscom 2009 in Düsseldorf this was demonstrated by well-known companies such as deset GmbH from Stuttgart, which develops innovative LED video displays. dimedis GmbH presented its "kompas" digital signage solution which offers solutions for PoS use on large screens, touchscreens, mobile devices and practically every digital medium. Companies such as NEC Display Solutions Europe GmbH or Interactive Displays GmbH are also active in this field, combining state-of-the-art technologies and classical materials. The viscom core segments of advertising and lighting technology as well as finishing technologies, digital and inkjet printing are therefore of particular interest to the PoS sector.