Looking for a way to engage your customers and increase sales? Then point-of-purchase (POP) displays are for you. Keep reading because in today’s blog, we discuss the benefits of POP displays and how to integrate them into your marketing strategy.
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A POP display or point-of-purchase display is a marketing tool used in retail settings to showcase products and capture customers’ attention at the point of purchase.
Typically, POP displays are placed in high-traffic or high-visibility areas, for example near end caps (displays placed at the end of an aisle), in the middle of aisles, or at the entrance of stores.
POP displays are not to be confused with point-of-sale (POS) displays. While both share some similarities, the basic difference between them is that POP displays are located next to the product they promote, while POS displays are placed near the area where the buyer pays for the merchandise (usually the checkout counter).
If you sell any type of product, POP displays are a crucial component of your marketing toolkit. Let’s take a closer look at the reasons why this is such a smart investment.
POP displays are an effective way to increase sales and drive impulse purchases. By placing your product in front of potential buyers, you make it easy for them to make a purchase — especially if you’re offering an interesting deal.
For example, did you know that according to a study, retail displays in the mass merchant channel contributed to a 32% increase in product sales? That’s a number no brand can ignore!
POP displays grab the attention of customers, enticing them to make a purchase and ensuring that your products stay top of mind. At the same time, these displays offer ample opportunities to showcase your brand’s unique personality, values, and mission
While the versatility of POP displays is almost guaranteed to increase the visibility of your brand, there’s a rule you need to keep in mind: the higher the quality of your POP display, the greater the chances of getting noticed.
That’s why you need to make sure to work with a large format printing company with a proven track record of success.
Another significant benefit of POP displays is that they allow you to explore new ways to engage your audience and interact with them.
Since these displays are highly customizable, the possibilities are endless. Some examples of strategies you can implement to increase your POP conversion rate include:
Compared to traditional advertising methods like TV ads, POP displays are relatively inexpensive to produce and usually provide a high Return on Investment (ROI).
This makes sense if you consider that impulse purchases account for up to 62% of supermarket sales and can drive up to 80% of sales in specific product categories
After all, POP displays have a key advantage compared to other alternatives: they engage customers when they are ready in a purchasing mindset and already in front of your product. POP materials just need to provide the right nudge to close the sale.
Finally, POP displays create a unique in-store experience for your customers. And if experiential marketing has taught us a lesson is that experiences create a strong bond between brands and their audience.
When presented in creative and appealing ways, POP displays transform routine shopping into a fun and engaging activity, keeping customers coming back for more and bolstering your bottom line in the process.
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Companies use POP displays to achieve various business goals. Whether you’re releasing a new product or trying to grow your audience, these displays are an effective solution to help you succeed in the retail space. Custom displays are tailored to your product to meet specific marketing objectives. They offer significant advantages, whether you’re just getting started or already have an established brand. This chapter covers the numerous benefits of using custom POP displays to promote your merchandise.
In a retail store with crowded shelves, it’s crucial to make your products stand out. With POP displays, you can give your products and business a competitive advantage. There are many benefits to using POP displays to promote your products, from building brand awareness to increasing sales. Here’s why you should use custom displays:
A beautiful POP display is exciting to consumers. Shoppers gravitate toward them, looking for products that might appeal to them.
Showcasing your products on a striking visual display will make your brand stand out. You can customize your POP display with your logo and enticing information about your merchandise. POP displays are like a billboard that you can use to advertise key product features. Bright colors and unique designs are even more eye-catching. When you use custom displays, shoppers are more likely to notice your products and consider purchasing from your brand.
Brand awareness is the level of knowledge and recognition consumers have of your brand. Businesses with higher brand awareness tend to generate more sales. Building brand awareness is crucial because customers often purchase products they recognize. To increase brand awareness, you have to familiarize people with your merchandising with various marketing strategies. Custom displays are an effective solution for building brand awareness within retailers.
Getting customers to notice your products can be challenging if you’re new to the retail space. Unless shoppers are looking for your products specifically, they’re unlikely to spot your brand on a traditional retail shelf. A custom POP display makes it easier for customers to discover your merchandise and learn more about your brand. You can use them to persuade customers to try your products for the first time. If they like your merchandise, they may continue to seek your products out in the future.
Every brand has a target market of potential customers they attempt to reach with various marketing strategies. You can customize your retail displays with visuals and messaging that appeal to your desired audience. For example, you could reference an old-fashioned recipe to appeal to more mature generations. Alternatively, incorporating a popular superhero may attract children and teenagers. When you appeal to specific customers, they are more likely to connect with your display and check out your products.
Without a POP display, the retailer is free to showcase your products however they choose. If you leave your visual merchandising to chance, your brand may get lost on cluttered shelves. Avoid this problem by creating a custom display that’s guaranteed to complement your products.
POP displays provide an opportunity to communicate the value of your products to potential customers. A high-quality display reflects a high-quality brand. Use custom displays to make a positive statement about your products.
Marketing your product with POP displays can increase the probability of impulse purchases. According to Point of Purchase Advertising International (POPAI), the in-store decision rate has reached 82%. This means most shoppers make purchasing decisions based on what they see and experience within the store. Custom displays can help sales by persuading customers to add your products to their carts.
If you sell your products in multiple retailers, consider choosing different displays for different store types. An endcap display that’s perfect in a mom-and-pop store may fade into the background at a big box retailer. With custom POP displays, you can create unique layouts for specific stores.
POP displays are affordable compared to other marketing methods. Studies show that for every $1 spent on a POP display, you can earn an average return of $4.99 in incremental sales. They pay for themselves and then some!
Custom displays boost sales by showcasing your products and inviting shoppers to make impulse purchases. People who buy your product from a POP display may become repeat customers in the future. POP displays spread brand awareness and increase sales, so you receive the highest return on your investment.
What better way to introduce new products than with a custom POP display? The majority of shoppers enjoy finding new merchandise in stores. You can use your display to share information about your new product and encourage people to try it.
According to market research, the average American family repurchases the same 150 household items to fulfill 85% of their total needs. Therefore, it can be challenging for new and existing brands to persuade customers to try something different. One reason shoppers are hesitant to try new products is a lack of education. If you’re launching an innovative product, you must quickly tell customers how to use it, or they will lose interest.
You can cover your custom displays with information about your products to help customers understand them. Or, you can choose messaging that tells customers why your product is better than what they currently buy. Creating an informational POP display is like hiring a full-time sales associate to answer questions and highlight key product features.