Waitrose xmas POS SMF

The SMF-designed point-of-sale shelving was trialled in Waitrose over Christmas 

New produce point of sale shelves were trialled by Waitrose over Christmas to promote seasonal citrus.

Developed by packaging and point of sale firm SMF, the shelving can support up to 30kg and has a wipe-clean polypropylene-style coating.

It offers an alternative to traditional corrugated displays, which are damaged once wet and cannot be reused, SMF said.

Other features include lockable wheels, and a bespoke custom design facility.

The company trialled a similar seasonal display earlier in the year with the Co-op as part of a summer promotion for strawberries, to coincide with Wimbledon.

“We create the unit visuals and merchandising plan first and prototype prior to manufacture so that we are sure the product fits and the units are stable,” said SMF’s Tom Griffin. “We have various options for the displays to be fully assembled, part assembled and also a new slot together version that is built in only a few minutes.”