A recent survey by Epson has revealed that 100 percent of retailers say they need to 'adapt and broaden their market focus' to drive growth, and that more than half of UK retailers think their POS advertising budgets will increase by 2020 

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Epson's 20|20 Vision Survey polled 500 retailers in the UK, Germany, France, Italy and Spain to evaluate their use of both print and electronic POS materials today and up to 2020. The results show that as retailers seek to diversify into specialist, mass or regional markets, they are likely to generate more frequent POS campaigns, meaning greater POS volumes overall.

The polled retailers also said that electronic POS would have a significant impact, predicting that use of printed materials would fall to around a third (39 percent) of all POS by 2020. Their answers also revealed that reducing POS costs and improving targeting and time to market are the foremost priorities for retailers.

"Over the next few years there are significant opportunities for innovative POS production companies to meet the retailer's needs for cost-effective, fast-turnaround, localised, quality print campaigns and fast-refresh, dynamic electronic campaigns," says Nick White, business manager for Professional Graphics, Epson.