The Power of Point-of-Purchase Displays
Do you want your product to stand out in an increasingly competitive brick-and-mortar environment? Then it’s time to think beyond the shelf and consider custom point-of-purchase displays!
For those who aren’t familiar, “point-of-purchase marketing, also known as POP marketing or marketing at retail, uses in-store displays and other last-minute marketing ploys to influence the customer to choose a specific brand or to make an impulse buy,” according to an article for Chron.
The goal of POP displays is to boost in-store sales by drawing consumers’ attention to a product right at the point where they’re making their buying decisions. Instead of waiting for customers to find your product on the shelf, for instance, you place POP displays in eye-catching locations close to the cash register to attract their attention. These kinds of consumer touchpoints give brands an opportunity to influence consumers’ buying decisions and encourage them to choose their product over a competitor’s.
With the growth of ecommerce, many retailers have shifted their focus to digital advertising, which of course has its merits, but in an article for Total Retail, Andrew Levi warns that “marketers must not overlook the importance of in-store materials, which can have a big impact when it comes to closing the deal.”
Despite the roughly 80 percent of Americans that shop online today, according to a report from the Pew Research Center, many consumers still prefer to see and feel products in real life before they make a purchasing decision. “Many consumers view this as an integral part of their shopping experience,” Levi writes.
In fact, setting aside considerations like price, most shoppers actually prefer shopping in brick-and-mortar stores: “Overall, 64 percent of Americans indicate that, all things being equal, they prefer buying from physical stores to buying online,” Pew’s report states.
As you can infer from this data, brands have a clear incentive to attract shoppers’ attention in the store, and POP displays are an effective way to do just that.
Here are some tips to maximize the power of your POP display.
• Let your audience be your guide. Make sure you understand your target consumers’ likes—and dislikes—before you design your POP display. “Keep your target audience in mind when making all design decisions, from colors and fonts to graphics or videos,” Levi suggests. “POP displays are meant to increase in-store sales, so understanding your audience’s preferences is essential to attracting their attention.”
• Don’t shy away from bright colors and unique shapes. These can help make your POP display stand out from the sea of shelves. “A colorful POP display can grab a customer’s attention from across the store and during in-aisle browsing, while a uniquely shaped display is practically a must-see,” writes Ben Camerota in an article for Business 2 Community. “POP displays should be bold and vibrant, while also incorporating brand colors and messaging. Infuse your design with whimsy to wow clients. An amazing design can get people talking and drive sales.”
• Change displays at least monthly. Aim to keep POP displays as fresh as possible. “You’ve got to keep your customers guessing—a little, anyway,” advises the Retail Doctor. “Every couple of weeks move displays around to keep them from getting stale—and certainly move them when new merchandise comes in.”
Ready to tap into the power of POP displays to boost in-store sales for your product?
PSI offers a wide variety of options for custom corrugated POP displays, including floor displays, countertop displays, end-cap or end-of-aisle displays, and kiosks. We’ll work with you and your marketing team from idea to finished product to find the best way to capture your customers’ attention in the store.
Contact us today to get started.