Oct. 28, 2024
Brands must rely on many marketing tools to promote new products and drive sales. Campaigns are often composed of traditional advertising, social media, digital marketing, and countless niche avenues to educate shoppers and drum up interest.
But knowing that 82 percent of shoppers are more inclined to purchase after seeing, holding, or demoing a product, brands are also wise to include in-store efforts in their strategies, as well.
Enter point of purchase displays. POP displays are a category of retail marketing that helps brands and retailers advertise products and influence purchasing decisions. Often custom, they can range from plastic countertop merchandisers near the register to large, freestanding displays on an aisle end cap &#; and anything in between. And because retail displays have been proven to increase product sales, it's clear why brands invest in them.
Different types of retail displays serve unique functions, so we&#;ve compiled a short list of the most popular point of purchase displays and outline the advantages of each.
One of the most popular types of point of purchase displays, end cap displays are located at the end of an aisle, facing a highly trafficked walkway in a store. Understandably, this area is prime real estate because products benefit from increased exposure and a lift in sales here.
These displays can be both freestanding as well as fixed to gondolas, so when deciding on an end cap solution, recognize what options are available from the retailer. Typically, furniture stores or specialty electronics stores can accommodate freestanding displays, while grocers usually require end cap displays employ their existing fixtures.
Frank Mayer Model Maker Joe Poborsky offers a few points to consider when designing an end cap display.
&#;If you&#;re affixing to a gondola, keep in mind the height of your product so your merchandise fits in the designated shelving,&#; he says. &#;And if you&#;re opting for a standalone display, be mindful of stores&#; sight line regulations where displays must be under a certain height to help mitigate loss.&#;
When it comes to retail product displays, end caps are a popular choice because of their premier locations. When designing this type of display, make sure to capitalize on the foot traffic and measure for both increased brand awareness and sales.
Unlike an end cap display, inline displays are found on an existing shelf in an aisle. They can be temporary or permanent and, like end caps, can stand alone or attach to a store&#;s existing shelving.
And while individual aisles are less traveled than main thoroughfares, an inline display offers exposure for brands that want their merchandise to stand out amongst competitors in a category.
Because custom retail displays can offer intriguing visuals, interactivity, and information, they differentiate a brand from the others on a shelf.
&#;In a sea of brand names for lightbulbs, electronics, and more, inline point of purchase displays cut through the clutter and draw attention to specific companies and products on a shelf,&#; says Poborsky.
These point of purchase displays also provide good opportunities to utilize media. Motion sensors, aisle violators, and shelf talkers are all interactive tools that capture interest as shoppers stroll by and improve awareness.
A freestanding display is a standalone display that doesn&#;t attach to store racks. Often, these displays are merchandisers, selling product right from the unit. However, there are also instances of freestanding displays designed to demo products or educate the consumer.
Freestanding displays have impact, so brands invest in them to showcase their merchandise in a fully controlled, branded structure that&#;s usually placed in prime store locations.
Aesthetic maintenance is important to consider when designing this type of point of purchase display. Issues can arise in places with heavy foot traffic and interaction. Building prevention features into a freestanding display can minimize some of the risks.
For example, Poborsky shares how levelers are used to extend a display&#;s lifespan and keep the bottom from getting dirty when store associates mop. Similarly, adding features like toe kicks or using dark colors in high-traffic areas will also prevent scuffs, dents, and broken parts.
When determining if a freestanding display is the right avenue for your brand, ask your display manufacturer about temporary and permanent options as well as special design strategies to capture customer interest.
Interactive displays are exactly what they sound like &#; a POP display that has an interactive element built in. This could be anything from simple motion sensors and buttons to video monitors, sound, and other digital effects. As technology continues to evolve, don't be surprised to see future displays utilizing augmented and virtual reality to give a personalized experience.
&#;Any time you have activity, it&#;s going to draw people in,&#; Poborsky says. &#;Adding lights, motion, sound, and video creates that extra interest.&#;
Digital signage is a good example of this. A Nielson survey once found 68 percent of customers agreed digital signage influenced an in-store buying decision while 44 percent felt it swayed them to buy an advertised product over one they originally intended to purchase.
Building activity into a display also means you&#;re increasing engagement time with your potential customers, leading to a higher likelihood of a sale.
Some brands even go beyond the basic interactive features and utilize elements like touchscreens, camera analytics, and more to create a high-tech retail display.
&#;I&#;d even go so far as to say kiosks and digital signage could be considered types of interactive displays,&#; Poborsky states. &#;They&#;re generating interest and influencing buying decisions which, at the end of the day, is the goal of point of purchase displays.&#;
Counter space is valuable in stores. Not only is it limited, but it&#;s also a premium location for countertop displays because it&#;s typically near a cash register where foot traffic is high.
&#;Some brands choose to manufacture a display that has both a freestanding version as well as a countertop alternative,&#; Poborsky says. &#;This gives them options depending on different retailer&#;s needs.&#;
The main advantage of building a countertop display is in the pricing. Manufacturing these smaller displays can save in metal or other materials.
&#;Counter displays are similar to standalone displays in that they can be permanent or temporary and have the same allowances &#; like being screwed down for stability or outfitted with interactive elements,&#; Poborsky states.
When designing your next freestanding retail display, assess if a countertop version could also be a beneficial addition to the program.
Anytime a product is sold off a retail display, it&#;s technically considered a merchandiser.
To sell merchandise from a display, businesses will need to keep in mind a variety of considerations.
&#;Tailoring a display to best fit the merchandise is important,&#; Poborsky shares. &#;Does the product sit flat? Can it be hung? Are items in a blister pack that can be on hooks or a shelf? These are all influencing factors on how a merchandiser is designed.&#;
In addition, security can play a large role, too. Brands may want to safeguard higher-priced merchandise to deter theft. For this, displays are engineered with cases and locks. But, keep in mind it adds a layer of complexity since purchasing an item will need to involve a retail associate as well as a key for access.
At the end of the day, merchandisers are effective tools to attract attention, educate consumers, and sell products &#; all in one convenient place.
While permanent and semi-permanent displays are designed to hold up for months and years, temporary displays are made to last weeks. Often made of corrugated cardboard, they&#;re a great option for brands that have shorter marketing timelines for specific products or are using them for seasonal branding.
These displays are perfect for consumer product goods and alcohol &#; categories that frequently promote new flavors or market around holidays or big events.
Price point is a big advantage for temporary displays since the cost of materials is much cheaper than heavier-duty options. That being said, they&#;re more susceptible to wear and tear, which is why they don&#;t stand the test of time.
If brands are looking to have updateable features on their displays but want a more permanent fixture, there are solutions that can be built into longer lasting displays.
&#;Using aisle violators or magnetic graphics that can be swapped out is always a solution,&#; Poborsky states.
The list of point of purchase displays could go on and on &#; ceiling halos, digital signage, gravity fed dispensers, and more are additional categories in visual merchandising efforts. When determining what best fits your needs, consult with a reputable retail display manufacturer who can guide you to the right option.
For more information, please visit Getell.
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We&#;ve been manufacturing point of purchase displays for more than 90 years. Take a look at our gallery for a sampling of our programs, then contact us to discuss your next custom display campaign.
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.
For more information, please visit Posm Display manufacturer.
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