Expert-Interview with Thilo Becher

Thilo Becher

Today we kick off our interview series with none other than Thilo Becher. For industry colleagues, he is an undisputed expert in brand presentation and has been a member of DEINZER for decades. Enjoy reading!

📍How did you get into the POS industry and what was your path at DEINZER?

"As an entrepreneurial child, the POS industry has been with me since my early youth; I grew up with displays. After graduating, I started in human resources at DEINZER and progressed through all departments. I was already familiar with production through many summer jobs. Gradually, I acquired the necessary knowledge in the areas of costing and design. I realized relatively early on that my path would lead me into sales. Today, I have been part of the company for 31 years."

🏆 What is DEINZER’s USP?

"As the only provider in Germany that can offer permanent POS displays with its own value-added expertise, we have enormous advantages in terms of expertise and flexibility over competitors who rely on individual materials."

🎯How would you describe the influence of product presentation on the success of a brand?

"Especially for products that require explanation, brand-appropriate placement is of paramount importance. Shoppers will choose a product if it appeals to them emotionally, if they understand the product's benefits and functions, and ultimately if they trust the brand. A POS display or a presentation within a shop-in-shop system can support all of this."

📈How has the POS industry developed in your opinion and where does it stand today?

"The industry is suffering from the declining importance of brick-and-mortar retail spaces due to online retail. Suppliers who have relied on simple POS displays in large quantities are feeling this particularly hard. At the same time, retail is evolving, and those who want to stand out in stores are investing in high-quality, integrated concepts. This is where the opportunity lies for the POS industry, provided it is willing to evolve. Manufacturers today must offer more than just production: from development and assembly to the integration of digital solutions. Those who can do this will remain relevant."

🚀 What challenges do you see for brands in the face of digitalization, sensory overload, and declining attention?

"Brands today are under considerable pressure to prevail in the competition. But more input doesn't automatically mean more impact. At the point of sale, less is often more, provided the measures are specifically tailored to the target group. Displays, social media, and interactive elements are the tools of choice. If all of these are used simultaneously, sensory overload quickly develops. Our task, therefore, is to work with the customer to determine which elements are truly useful. In doing so, we rely on honesty, experience, and a keen sense for the right balance.

Digitalization opens up a wide range of possibilities in this context. Interactive touchpoints such as digital screens or our Lift and Learn units help to present complex products in a comprehensible manner and increase the time spent at the point of sale. Centralized content management allows information to be flexibly adapted worldwide, a significantly more efficient solution than sending traditional advertising materials such as inserts or posters. In addition, targeted linking with digital offers on smartphones, for example via brand websites or online shops, enables a seamless extension of the shopping experience beyond the brick-and-mortar store.

👉Thilo, would you take the same path into the POS industry again today?

"Absolutely. I've been able to witness and, above all, help shape many exciting developments over the past 30 years. The work is still varied, challenging, and creative. And with the team at DEINZER, it's simply a lot of fun. I would do it again anytime."

🤝Thank you for your time and your answers, Thilo Becher . We wish you all the best!