When a customer walks through your store, around your trade show display or into your restaurant, you have multiple chances to convince them that your product or service is what they need. Signs and displays can bring people into your business, but what can you do to keep them once inside?
Point of purchase marketing is one way to turn people who might be &#;just browsing&#; and curious about your company into paying customers. Point of purchase (POP) marketing can take multiple forms and involve giving people a sample of a product to try or even demonstrating a product. In-store product sampling has a direct connection to an increase in sales.
Another form of POP marketing is point of purchase displays, as they can be used along with other marketing tactics &#; such as product demos or samples &#; or they can be the sole focus of your marketing efforts.
Point of purchase displays (pop display) are typically placed near the promoting item as a specific POP marketing strategy. The goal of POP displays is to call a customer&#;s attention to a specific item to boost conversions. Often, brands will use POP displays to differentiate their items from almost identical or similar products.
POP displays work best when they appeal to customers&#; interests. While different businesses might have similar products, they may take a different approach when using POP displays to appeal to their customers directly. For example, an auto shop might use a POP display showing a shiny car to sell their microfiber clothes, while a grocery store that sells the same product may use a POP display showing sparkling glassware. POP displays are more effective when designed with a specific audience in mind.
When designing a POP display, a good strategy is to think about a narrative, and what story do you want to tell your customers with the display? For example, displaying photos of workout clothing on smiling models performing activities like hiking and biking sells a narrative that those who wear the clothing are active and happy.
Point of purchase displays can take various forms from endcap displays, a shelf or floor display, countertop display, pallet display, permanent displays to temporary pop display signage. Usually, the displays are next to the items they&#;re promoting.
One example of a point of purchase display is a small sign placed near a new product in a store or retail setting, calling a shopper&#;s attention to that product. For example, if a grocery store gets a new product, a custom point of purchase sign on the shelf can grab attention and provide more details about the new item.
Another point of purchase display is a ceiling mobile inside a store or at a trade show or convention. Mobiles call attention to a new product and help people find their way to your company&#;s trade show, expo booth, or navigate their way to the product in question.
Similarly, a point of purchase display can include a stand-alone sign with the product&#;s name to separate the product from the other items for sale. A business can place a retail display to set the new item apart to grab customers&#; attention.
In some cases, a point of purchase display might be located near the checkout area. While people are waiting in line, they&#;re likely to look at the products and make an impulse purchase in the best-case scenario.
The most effective purchase displays have a few common features. For example, a sign is often part of a POP display that contains the product&#;s name and any details about what it is or acts as a sale display. In some cases, POP signs go further and seek to explain exactly why the product is needed. The display can also help the customer decide which item in a product line is the best option.
Some of the other components that you might include in custom point of purchase displays are:
Restaurants and other businesses in the hospitality industry, such as pubs, cafes, hotels, and kiosks (known collectively as HORECA), have a few more options for using point of purchase displays. In many cases, a company will pay a restaurant or similar business to have its branded displays featured in the point of purchase area. If you&#;ve ever seen a pint glass with a printed beer brand printed or enjoyed a meal on a restaurant&#;s patio under a branded umbrella, you&#;ve seen HORECA point of purchase displays in action.
The terms &#;point of purchase&#; and &#;point of sale&#; (pos display) are sometimes used interchangeably. Although the two terms have some things in common &#; namely, the point at which a person makes a purchase &#; there are some critical differences.
Perhaps the most crucial difference between the two is location. &#;Point of sale&#; is often used to refer to the exact spot where a customer pays for a product or service and the sale is pretty much complete. Online, the point of sale area can be the shopping cart and checkout section. In a brick-and-mortar location, the cash register or checkout line is usually the point of sale.
The point of purchase can be throughout a brick-and-mortar location. It&#;s where someone decides to buy something, whether it&#;s a new dress, a different type of coffee, a special offer at a restaurant, or a cleaning service subscription. The point of purchase can be located near the point of sale or located somewhere else in the business.
In some instances, the point of purchase is located at multiple points across a business. For example, a restaurant might have a signboard advertising its specials as people enter the waiting area. Once seated, they might see the specials and a description of them listed on a chalkboard, sign on the wall or a table tent to draw attention to the special.
Still not sure where you can use point of purchase displays? Here are a few ideas, broken down by different industries:
Imagine you&#;re wandering the aisles of your local grocery store. You&#;ve been there so many times you&#;ve lost count, and you usually buy the same things. But today, as you walk down the soup aisle, a colorful sign catches your eye. It&#;s placed under an arrangement of soup cans that you&#;ve never seen before. You&#;re intrigued, so instead of quickly grabbing your go-to soup brand, you take a closer look&#;the sign details what&#;s different about the new soup and its benefits.
Breaking people out of their &#;same old, same old&#; routines is just one of the benefits of point-of-purchase displays. Another benefit is that the display can help you move products that haven&#;t been selling. To go back to the soup example, it could be that the soup isn&#;t exactly a &#;new offering,&#; but something the grocery store has had difficulty selling, perhaps because shoppers are likely to buy what they&#;re already familiar with.
POP displays don&#;t just direct people&#;s attention to a product, and they can also educate consumers. Depending on the size of the display, it can include lots of details or even a FAQs list explaining what makes the new product worth someone&#;s time and money.
Point of purchase displays also appeals to people&#;s impulse-buying nature. People might shop with a list, but it&#;s often more fun to make a surprise purchase or two &#; so much that people spend more than $5,000 on impulse purchases each year. It&#;s a huge market that retailers certainly want to take advantage of. If there&#;s an eye-catching display showing off something that&#;s a novelty to a shopper, they might just buy it.
Point of purchase displays are pretty flexible. You can choose a small tabletop display to highlight specials at a restaurant or go big and select a display covering the walls and windows to announce a new product line or launch a new and exciting service.
You can fully customize the size and complexity of your POP display to match your particular needs. In fact, targeted advertising is enormously successful and it builds customer interest and generates conversions at a much higher rate than traditional advertising methods. Point of purchase displays are a great method to use targeted advertising, as companies can tailor their design to feature products in ways that attract their customer base.
The POP display options available from SpeedPro can be accented with attachable, adjustable LEDs, spots or other light options. Incorporating lighting in your POP displays can draw increased attention from potential customers, and lights catch the eye and elevate any display&#;s quality.
Customize one of our versatile truss displays exhibit structures held together by sleek and sturdy metal frames for a stronger presence. No assembly tools are required, and setup is quick and simple. Complete your POP display with attention-grabbing graphics on backlit pop-ups with optional lighting and a custom display counter available in several shapes and sizes.
POP displays are more than making a quick profit. Your point of purchase is the face you show to prospective clients, interested investors, and intrigued visitors. You need it done right the first time to look right every time. When you partner with SpeedPro, you can trust that we&#;ll ask you the important questions and suggest the best choices so that your POP display will last as long as you need.
No matter what you&#;re displaying for purchase, SpeedPro can help you give it the kind of attention that leads to sales. Our&#;nationwide&#;network of studios has a long history of successful POP display campaigns and can offer a solution built for you.
In addition to POP displays, we also create trade show displays and vehicle wraps, event graphics, window graphics and more. We&#;ll work with you to bring your ideas to life and produce attention-grabbing graphics that meet your needs. To learn more, find the SpeedPro studio nearest you today.
Retail stores often use the term point of purchase display or POP display when strategizing the placement of consumer products. A recent study showed that 96% of supermarket customers make at least one purchase affected by the POP material.
Point of purchase displays can be a really effective tool for persuading customers to suddenly buy something in a store, even without it on their list. Retailers often place them beside the merchandise they want to promote, which places those items at the center of everyone's attraction with greater visibility. Having a clear understanding of how to create POP displays and their benefits can help your business take advantage of relatively high-traffic and increased revenue. In this article, we discuss the types of POP displays, benefits of it, as well as examples for inspiration.
Why is Point of Purchase Display Effective in Retail Marketing?
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The point of purchase displays not only. For smaller items, you can place the POP displays in the register line where people can see them while waiting to check out other items they bought.
Its success is influenced by the uniqueness each product has, as long as it can highlight what sets it apart, it can be effective in contributing to the entire marketing material. It should emphasize its key selling points that may encourage people to buy. Also, the effectiveness of it lies behind the message and words that make people remember your brand. If you know your target audience, your display will definitely be concise leading to more functionalities.
See this KitKat dump bin below, the fact that they used a design that can be recognized even from afar was a great idea. With a witty structure, you can successfully encourage impulse buying from customers even if they&#;re not looking for your product.
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Types of Point of Purchase Displays
Point of purchase marketing is the messages delivered to potential customers at the very exact point they make a purchasing decision, either in-store or online. Here are some of the types of point of purchase displays for your reference:
Temporary Point Of Purchase Displays
Temporary pop displays last within a few months, let us say two to three months since marketers and their designers put them up using inexpensive materials such as corrugated cardboard. A lot of brands start at a temporary display, especially if their goal is to test the market solutions, promote a new or limited product, or observe an increase in impulse purchases.
&#; Quick read: Different Types of Store Layouts
A retail store is basically the home of the POP display. Merchants have it in various sizes, from smaller single-sided countertop displays to full-sized aisle displays that stand about waist high and display products on two or more sides of the display.
An example of a temporary point-of-purchase display could be a small countertop display box to advertise small products such as those limited flavored candy, lip balm, cigarette or any travel sized items.
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Semi-Permanent Point Of Purchase Displays
The semi-permanent POP displays are quite similar to a temporary POP display. The only difference is that semi-permanent POP displays are often made out of stronger materials. It may include glass, heavy-duty cardboard, metal and hard plastics.
Just like temporary POP displays, they can be in small or full-sized aisle displays. Though semi-permanent displays may be used with the same goal as temporary displays, they are commonly used for more expensive items. This display is mostly used by brands such as makeup, liquor, unusual foods, vintage books, and other high-end consumer goods.
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Permanent Point Of Purchase Displays
Permanent point-of-purchase displays are made to last anywhere from one to three years or longer. Compared to temporary displays, this one is constructed from a more expensive and durable material, such as glass, metal, and wood as it stands like an investment.
Some retailers often try to make these permanent displays appear as if it's a separate area or stall within the actual larger store. So, permanent point-of-purchase displays are somehow ideal for larger brands. Note that they require the highest amount of money to build and costly maintenance fees &#; not to mention the risk linked to this strategy. However, if properly planned, accurately designed, and successfully constructed and implemented, they can definitely bring good returns on the initial investment.
Permanent point-of-purchase displays are an ideal fit for larger and more established brands as they have the highest upfront and maintenance costs, together with the highest risk as a consequence.
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Digital Point Of Purchase Displays
Digital displays feature an LCD screen or similar digital monitor to promote the product, though they may still have a physical body like the other traditional POP displays. Often, the entire display is a large LCD screen that presents videos or slide shows of the product introduced on the device.
Digital point-of-purchase displays can be utilized for advertising different products. You can find digital POP display examples in supermarkets, convenience store, department stores, and other shopping areas.
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Benefits of Point Of Purchase Displays
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The moment consumers go out of their homes, brands start fighting for their attention. Signage, flyers, posters, and more are used to force them to take a closer look at your brand. But in reality, a simple and minimal sign or poster cannot do all the work. We mean, it is not the most effective method of capturing their full attention.
So, the question is, how can you get your product noticed more despite other products trying to bump in the eyes of the target market? One of the answers is with the proper use of POP displays.
As mentioned above, the POP display may be used to promote new products, introduce a special promotion, and such. These displays are branded uniquely for the product that is being advertised. This allows designers and even marketers to strategize on how they can best encourage shoppers to engage. There is nothing wrong with trying, as some of the displays don't require you to have massive upfront money. For now, let us see below some of the benefits a point of purchase display has.
Low cost
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A lot of factors influence the total cost of a POP display &#;quantity, materials used, size, and such. For simpler and smaller POP displays, the price could be within a two-figure range. While those larger, more detailed, and requires higher quality material could be priced from hundreds to thousands of dollars. The cost will also be affected depending on whether it is a custom-made or stock display.
Also, think about how many displays you want in order to accurately prepare the needed money for the creation process. For instance, a quite big company marketing food products may need hundreds of POP displays for every market or store in which their products are being sold.
Target Impulse Buyers
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Impulsive buying or impulsive purchase is the behavior of customers purchasing unwanted items from the store because of certain factors that drive them to do it. Often, this impulse happens due to various attractive offers and discounts offered by either producer or retailer.
According to a meta-analysis published in the Journal of the Academy of Marketing Science, buyers spend an average of $5,400 a year impulsively buying items like food, clothing and even shoes.
Some people who enter a store, may not exactly know what they really want to buy yet. They may not bring a list of items needed to be purchased, not like the others. Those people who only aim to window shop out of boredom are great examples of consumers who are prone to impulsively buy products.
Still, those who have the intention of buying something can also be a target of impulse buying, especially when they notice signs showing the unique value of a brand or product.
Highlight Product
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Emphasizing the key features of your products ensures that shoppers see and understand the most charming characteristics of the item. A POP display can accentuate product features by simply placing them on the most visible part of your store.
A POP display can help you define the selling proposition of your product which can make it stand out from other competitors. Make sure that your display points out what makes the product different. Learning and knowing what ultimately attracts consumers to the product can help you establish the best strategy for highlighting that product's specific features.
&#; Quick read: Visual Merchandising Strategies for Shopify Store
Don't forget to consider your target audience. You can do experiments and observations on what advertising methods they find the most persuasive in order for you to properly execute your chosen type of POP display.
Remember, each demographic and market may have its own preferences for how they want to learn about your product's full features, so it's better to conduct research on the way of messaging and advertising your customers will see.
Increase sales
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Point of purchase display may really take your advertising to the next level. Of course, before you totally invest in a POP display, try to compare temporary, semi-permanent, permanent, and digital displays. After that, consider what your branding really is, the cost of materials, and the size of your POP display. These will all be necessary for garnering and computing the sales made through the use of POP displays.
POP displays help generate sales and increase brand awareness, which will help you establish your entire brand while reaching a wider demographic. These merchandising displays provide a chance for you to showcase more than just your product &#; they can amplify your brand logo, voice, and more.
Examples of Point Of Purchase Displays
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Carrying out displays well at retail is something that every brand must learn if they want to make it to the next step of entrepreneurial life Once customers are already in the store, think about how you will get them to interact with and later on purchase your products. Well, it all lies in your point of purchase marketing and strategies.
By effectively tapping customers within the store, you can indeed increase your sales without the need to increase your budget. Point of purchase marketing can be your main assistance to easily improve your brand&#;s overall performance at retail. Now, let us go deeper into the examples of point of purchase displays.
Shelf-Takers
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Shelf talkers are those hanging tags located on an aisle shelf with the goal of promoting your product. They are useful in catching the customer's attention, making your brand or product stand out, pointing out your current promotions as well as educating buyers, especially the new ones, about your product.
Shelf talkers are mostly cheap since it does not necessarily need expensive materials to be built. You can mostly see these in grocery stores, "hang-tag," as they call it, is an easy way to guide customers to your product in the aisle.
Most shelf talker uses bright colors and pictures to really pop out from the shelf. For instance, a drink product often displays many different flavor options and uses witty words and images to draw customers' attention.
Floor Graphics
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Floor graphics are another way to get shoppers&#; eyes as they go down the aisle. Ideally, floor graphics should be positioned on an area in front of the shelf where your brand is placed, so that customers can easily locate your products after noticing and becoming interested in your POP displays.
We can say that large graphic is much more effective in capturing the attention of bystanders. This larger medium displays your product info in a very visible manner so that even those people meters away from your items can actually see it and be forced to go towards it. It is better to include photos for them to quickly identify what you are promoting.
End Caps
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End caps can be placed at the end of an aisle where two aisle shelves are positioned back-to-back. End caps let you place your product in certain areas without needing aisle shelf space. Aside from that, it can also be put near the store entrance, where retailers are able to draw attention away from other shops and entice customers into their own stores. Brands also place assorted products on the endcap to get more customers to see their products.
Endcaps are a good way to showcase brand-new items or special deals, as well. They can actually bring in more traffic to your store since customers will be more likely to notice the endcap display when roaming around. When using this display, make sure that you keep it updated so that it is always fresh in the eyes of the shoppers.
Free Standing
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Free standing displays or cartons allow you more flexibility in terms of location within the store. They are also really easy to implement so startups can somehow benefit from using them. Since they are usually made out of cardboard, you can get creative and experimental by using attention-grabbing shapes or designs, such as creating a giant version of your product.
Unlike other POP displays, you can introduce your brand using free-standing without a shelf or wall. You can transport it in areas where most customers pass by to maximize your brand&#;s impressions.
Dump Bins
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Dump bins are ideal for candy bars, food accessories and small food items. Just like free standing displays, you can set this anywhere in your store without needing shelves.
Dump bins are commonly used for small-packaging items that customers may want to buy a few of. Among the advantages of dump bins is that they can be strategically interacted with from all angles. They are also an excellent opportunity to project your brand&#;s image on a large surface.
Conclusion
There are tons of things you can do and achieve with the right point of purchase display for your brand. Yes, you can experiment but don't just use displays based on your preference. There are some products that work best on specific displays, so carefully consider which display you should use to ultimately achieve your business goals.
Also, it is very important to be creative and come up with never before seen ideas for your displays. What really captures people&#;s attention regarding these displays is how much you can say about them despite the limited space you have, you just need to utilize them.
Make sure that your display is in line with your brand voice and mission. Using high-quality materials is okay but not required, again it is a matter of creativity and innovation.
If you want to learn more, please visit our website Custom POP Display Graphics.