Instore communication

The Thesis looks into problems of in-store communication from Brief of POS to final placement at the store. The core of the Thesis is to reveal non-efficient fields of otherwise very successful tools. The goal is to verify hypothetic problems which influence full effectiveness of POS tools at retail stores. The Thesis brings a different frame of reference and tries to reveal problems and make them visible, but to find out solutions as well. The results are supported by researches from 3 different fields. They are the customer research, the supplier and POS implementer research, and retail research (hypermarket). The methods used are observation, interview (personal and questionnaire) and assisted shopping. Confirmed problems which follow from researches and influence the effectiveness of POS are these: no certain definition of POS goals; inadequate attractiveness of POS for customers; low-cost production instead of creativity and originality; no harmony between material of display and exposed products and bad cooperation between all subjects within process of POS