A day in the Life of a PoS consultant

Can you start by telling us a little bit about yourself and your role at Inc?

I see myself as an all-encompassing PoS Consultant, drawing on the experience I have gained over many years in the print and PoS business.

The team and I delve deep to understand the insights and business aims driving the project at the briefing stage.

Understanding the biggest to the smallest detail in a project is key to ensure we deliver top of our game solutions, and of course return on investment.

Once we have agreed on design and specification I then manage the project right through to completion and delivery.

Tell us a little bit about your experience.

I have been involved in point of sale, print and promotions for over 40 years.

My first job was in brand marketing for Hygena Kitchens as Assistant Brand Manager.

Next I moved to Stafford Miller, the owners at that time of Sensodyne and other well known dental brands, where I worked as Product Manager and then Marketing Manager in their International Division.

In 1980 I moved to our family business Walkers of Manchester, one of the leading businesses in PoS design and manufacture. I spent the next 27 years as a board member looking after key accounts and overseeing the design department.

In 2007, the family decided on a trade sale of the business at which point I left to spend “more time with the family” for a period of time due to contractual obligations before joining as part of the inc team 8 years ago.

What are the key skills for an PoS Production consultants role?

I think the key skills are about really understanding the project aims, asking the right questions, getting straight to the right answers.

Also it goes without saying we strive at all times to exceed our client’s expectations, in terms of the right solution at the right price, the design/structural integrity and service.

Talk us through a typical day in the office.

A typical day in the office is generally involved with dealing with new or progressing existing PoS campaigns.

Once I fully understand the client’s brief, I work closely with our design team to bring the ideas to life through 3D visualisation or prototyping.

Next I will undertake a comprehensive quoting exercise. I am in constant contact with our supplier network, we benchmark our responses and ensure we achieve the best prices on materials, print and fabrication processes.

As I have often said, “the devil is in the detail” with any POS promotion and a successful conclusion is ensuring that every aspect of the promotion is thought through and handled correctly.


What’s the most enjoyable part of your role?

I think the most enjoyable part of the role is in understanding and then delivering a piece that ultimately helps grow sales for the brand.

Developing long-standing relationships with so many of our clients, to have a relationships where trust and confidence is built, is incredibly satisfying.

Which projects are you most proud of and why?

In my recent experience, I think it has been about working on some high profile projects for 3M, Cuprinol and Dulux, understanding the challenges the piece needs to deliver on, bringing ideas to life through 3D rendering, designing and then ultimately taking the process right through to production.

There is nothing more satisfying that knowing we have handled the whole process from concept to delivery, and getting the client feedback that the piece is converting into uptake in product sales.

What are the most challenging aspects of your day?

The print industry is a great deal faster than it used to be. Large print jobs which in bygone days I might expect to quote lead times of 4-6 weeks, can often be produced and delivered these days in 24 hours!

The most challenging aspects revolve around managing time expectations on any particular PoS project, our integrity and reputation are key to building trust in our long term relationships and we will never compromise our values.

How would you describe working for Inc?

Well what can I say, inc is a consistently creative and happy place to work.

I work alongside an experienced and talented group of individuals, who in their own ways have driven this business forward to achieve great successes.

Everyone is grounded and there isn’t a single big ego or prima donna in sight. It’s great to be part of such a lovely team. We are all focussed on delivering work that makes a real difference to our client’s brands.

To be part of such a tight team and work in very happy and harmonious environment is probably quite a rarity in today’s world.