How to conquer the point of sale: evolution in POS and packaging
2025Visual CommunicationDigital printingInnovationMaterials and suppliesPersonalisationRetail and POSnew
Functionality, aesthetics, environmental commitment, and experiential marketing: some keys to creating relationships in retail
In a market where differentiation is key and first impressions can determine a purchasing decision, point-of-sale (POS) advertising and packaging have established themselves as key strategic tools. Beyond their aesthetic function, these solutions have become vehicles for direct communication with consumers, capable of capturing their attention, reinforcing brand identity, and conveying key messages in just a few seconds.
With this focus, C!Print Madrid hosted a roundtable discussion with leading experts: Artur Hortolà ( HP ), Gema Rivas ( Artecomp ), Jesús María Sanz Ruiz ( Bosch ), and Eduard Talón Solano ( Base3 ) . Together, they analyzed how design, customization, digital printing, and sustainable materials are redefining the role of POS and packaging in the shopping experience. The discussion addressed new consumer demands, which include not only functionality and aesthetics, but also environmental commitment and an emotional connection with the brand.
From tailored creative solutions to the integration of technologies that enable more efficient and responsible production, the speakers share specific case studies, trends, and future perspectives. This is a must-attend event for brands, retailers, and industry professionals who want to lead the shift toward a more impactful, sustainable, and customer-centric retail landscape.
How are POS and packaging evolving at the point of sale? How have customer preferences evolved? What trends in visual communication and printing will shape the future of POS and packaging in retail? What role does sustainability play? Find out more and watch the full roundtable: