Using Point of Purchase Displays to Make In-store Promos More EffectiveOCTOBER 11, 2021| SpeedPro Dayton
Industries are flooded with competition, and marketing is the ultimate tool to help your brand stand out. You work hard to attract customers to your retail store, but you can’t stop there. Getting them in the door is half of the battle. The other half is encouraging them to fill up their carts. If you want to make a big impact on your bottom line, you should continue to market your products inside your shop.
A point of purchase (POP) display effectively highlights the products and promotions that you’re running in-store. They give customers a final push towards making a purchase. You can reach more customers to improve your brand’s performance and get a leg up on the competition with POP displays.
WHAT ARE POINT OF PURCHASE (POP) DISPLAYS?
POP displays are any promotional signs posted near the products they advertise.
No matter what you sell, you can enhance your retail space with point-of-purchase marketing. Whether you display your products on racks, tables, shelves or bins, you can accent these areas with POP displays.
You can create your own POP displays with many different products such as:
- Vinyl banners
- Floor decals
- Window clings
- Freestanding displays
- End caps
- Foamboard signs
You can customize these POP display examples to fit with your branding and enhance your unique retail space. POP displays will draw attention to your products and encourage customers to buy something they may otherwise overlook. SpeedPro can help you create a customized design with the right products for the best results.
DOES A POINT OF PURCHASE DISPLAY WORK?
Have you ever gone into one of your favorite retailers for one thing and left with an overflowing cart full of stuff? Welcome to the club. Market research indicates that 40% of shoppers admit to spending more than they intended in a retail store. Consumers often buy more products than they need on impulse, and POP displays encourage customers to make these purchases at your store.
The advantage of POP displays is that they capture consumers’ attention and encourage them to take a closer look and consider purchasing a product they may have missed. Shoppers can gather information from your display to help them make a decision. Learning more about new products makes shopping more exciting for customers and can stimulate impulse purchases.
Customers find POP displays helpful for showing them good deals and introducing them to different products. Retailers benefit from a positive impact on their revenue. In one study, retailers reported a perceived increase in sales of 19% with permanent displays and 23.8% with temporary displays. Point of purchase marketing is a wise investment that actually works.
HOW TO USE POP DISPLAYS
The purpose of a POP display is to influence customer behavior by sending the right message with an attention-grabbing design. Here are some tips to help you maximize your POP marketing.
The best way to get your message across is with an eye-catching design. Choose bright colors that will stand out and large print that is easy to read. Captivate customers with large logos, catchy phrases and geometric shapes. Coordinate your POP displays with the rest of your branding to maintain a consistent message and aesthetic.
Choose the location of your POP display carefully to make the maximum impact. Consider how your store is laid out, and pay attention to how customers typically navigate your store. Place a POP display in high traffic areas at eye level for optimal exposure. POP displays are often placed near the checkout line, where customers have time to read them while they wait for a register. They may even feel inclined to make a last-minute purchase.
Shoppers are eager to explore your store and check out all of your products. POP displays will capture their attention, but not for long. Pack as much meaning as you can into a short message that is quick and easy to read. Tell customers about the value they will receive from your products and highlight any deals with a point of purchase display for promotions. The ideal POP display is informative and ends with a call to action so customers know what to do next.
4 BENEFITS OF POP DISPLAYS
There are many benefits to installing POP displays. Here are the top four:
1. ATTRACTING BUYERS
POP displays help your products stand out and attract attention. Consumers often skim the aisle looking for the same products that they always buy. A high-quality graphic display will make shoppers stop and look at your product instead.
You can outshine the competition with an eye-catching POP display.
2. RETAINING CUSTOMERS
They will consider buying more products than they would if there were no signs to break their focus. The longer a customer lingers in the store, the more items they are likely to purchase. They may even fall in love with a new product that will keep them coming back for more.
3. FREEING UP EMPLOYEES
Depending on your industry, you may only have a few employees available to assist customers in your store. POP displays work around the clock directing shoppers toward specific items and providing useful information about your products.
Consumers can easily find what they need and then some, while your staff members focus on more important tasks.
4. BOOSTING SALES
Customers are already inside your store with their wallets in hand, ready to make a purchase. It’s easy to entice shoppers to add a few extra items to their order if they’re already buying other things.
POP displays draw customers in and highlight the value of your products to encourage impulse purchases. Shoppers are more likely to leave your store with more than they planned, and you’ll earn more revenue for your business.