The narrative that POS and display is a sector in decline has always been too simple, and it looks more clearly wrong with every quarter that passes. Retail continues to evolve — but that evolution is creating new requirements for point-of-sale and in-store display, not eliminating them. Understanding what’s driving that evolution is essential context for talent decisions in the sector.
What’s Driving Demand
Three dynamics are shaping the POS and display market in 2025. The first is the ongoing divergence between physical retail experiences that compete successfully with digital commerce and those that don’t. The brands and retailers investing in physical environments as genuinely immersive brand experiences — not just transactional spaces — are creating significant demand for sophisticated, innovative display and environmental solutions. The businesses that serve them need senior talent that understands both design and commercial delivery at scale.
The second is the roll-out of digital and interactive POS technology. The integration of digital screens, interactive elements and data-driven dynamic content into traditional POS environments has accelerated significantly. Businesses that can offer both the physical and digital components — and the project management capability to integrate them — are winning major retail briefs. That requires senior leaders who understand both the traditional production disciplines and the technology layer.
The third is the sustainability agenda in retail environments. Major retail groups have aggressive targets for reducing the environmental impact of their in-store marketing activity. POS businesses that can offer credible sustainable alternatives — FSC-certified substrates, reusable systems, reduced-waste manufacturing — are winning briefs on the basis of sustainability credentials as much as price and capability.
Where the Talent Requirements Are
The senior hiring activity we see in POS and display in 2025 is concentrated in client-facing commercial roles — particularly Account Directors and Sales Directors who can manage complex, multi-site retail programmes and navigate the increasingly sophisticated procurement processes of major retail groups. Beyond commercial roles, we’re seeing growing demand for senior project delivery capability and for technical leaders who understand the integration of digital and physical display solutions.
If you’re planning senior hiring in POS or display in the next six months, we’d welcome a confidential conversation about the current candidate landscape.
