Branded Point Of Sale... Do we actually use it?

March 24, 2016

Branded Point Of Sale... Do we actually use it?

The influx of Point of Sale kits in the industry is forever expanding and changing. Large brands sending glassware, table talkers, miniature blackboards, ice buckets, spoons, shakers, muddlers, light up frames, mini fridges, spirit coolers, copper mugs, beer buckets, bottle openers, cushions, throws, rugs,…(I could go on) is all a bit too much. Whilst some items are useful to your business so much of it goes unused, binned and broken. This has to stop!

Working in bars most of my life has meant some really fantastic items have come my way in the form of free branded Point of Sale from reputable companies. Lots of these products end up on the shelves or focal points in the bars, but in all honestly most of it goes to the staff, their teenage bedrooms piled high with fabulous lanterns, posters and candle holders, the kitchen cupboards full of interesting beer glasses and quirky mis-matched cocktail-ware that realistically is only ever used for a pint of wine at an after party, or given as presents for Christmas or Birthday’s to distant relatives.

Do the brands know/care what happens to their goods? Whilst I’m a true believer that the correct POS for your establishment can have a real positive impact, do the companies know how much ends up in landfill or hidden in lofts and hidey holes in businesses?

Has it come to a point where brand ambassadors hoard outdated ice buckets and glassware in lockup’s hidden deep in the depths of urban England, readily awaiting the new April budget and an influx of ‘cool’ new items that they hand out to their areas?

Im at a point in my career where I flat out refuse to accept deliveries of unwanted items. In larger businesses sending 6 branded glasses for the craft bottles you stock isn’t really worth my time, whilst I understand I sound like a complete grump about it all, the last thing I want is to be throwing away or storing items that could be put to better use in other businesses.

Using the correct branding for your stock is important, and someone serving a bottle of Grey Goose in an Absolut Ice Bucket isn’t the look anyone wants. I understand the importance of marketing and branding however my experience lends me to think that 80% of it is a massive waste of money.

Making the consumer feel special about the products they spend money on is important, especially when it comes to bottle to table serves. Brands such as Brown Forman have been great in tailoring the POS they create to exactly how businesses serve their products. We’ve just received a great influx of Bombay Sapphire goods that perfectly match the style and design of where I work. It takes manager time liaising with brand reps to really ascertain that you’re on the same wavelength. Whilst I understand that the reps are targeted on the distribution of their POS, it may be time for the marketing and branding teams to realize that half of their products are going in the bin… Above everything I can’t help but think this is all a massive blot on the environment.

So how do we get this sorted? No more un-necessary table talkers, no more glassware in the bin, no more miniature wooden branded black boards! We don’t use them… Don’t waste your money making it. Is it down to the reps to be more selective with what they send out or is it down to the marketing teams to stop making things the industry doesn’t want?

In recent years we have seen an uprising of quirky POS. Brands taking a step away from classic ice bucket production to actually making things bars will use. Hendricks have been a leading brand and their Victorian style tea pot serves are highly sought after in many barsKetel One Vodka brought out some pretty cool Kettle serves, Balvenie created the ‘Copper Dipping Dog’ as an ode to the coopers and distillery workers that used to pilfer a dram of whiskey from the barrel using this slick copper vessel. La Fee Absinth created some incredible fountains that stand on the bar top as a real point of interest and Bombay Sapphire’s blue stemmed gin balloons have become a staple in many bars. Businesses that use a full array of branded items, glassware, bar caddies and shakers tend to be more Pubs or larger bar groups that sign contracts to ensure the correct branding is used for their place, there’s no problem here especially as the retrospective payments for using their stock must be massive. The POS has been tailored directly to that business and they are contractually obliged to use it wherever possible- No wastage here. But independent establishments like the one I’m in have small management teams that take time and effort to choose their glassware, their caddies, drip mats and even coffee cups to intrigue and give something new to the consumer that matches the design of the bar. There is pride with those in the top roles to be able to take the time with consumables companies to sample, test and finally stock the correct style of items they want…yet brands STILL send hoards of mismatched boxes that will never get used. Perhaps I’m being pessimistic about my situation yet 10 years of this has taught me a few things and im bored of feeling guilty for giving or throwing away un-necessary items.