What are Point of Purchase (POP) Displays?
Point of Purchase (POP) Displays advertise in-store promotions or promotions sending text messages on mobile devices as customers shop on site. These displays should be eye-catching and designed to highlight merchandise so that it stands out in windows, on counter tops, in banners, on signage and anywhere customers wait while making decisions to purchase.
How Point of Purchase (POP) Displays Work
They compete for customers' attention
When customers enter a store, they are unaware of the Battle Royale raging around them for their attention. Retailers are doing everything they can to feature merchandise in eye-popping, seductive or subliminal ways. Point of Purchase (POP) Displays are a useful in-store tool for promoting merchandise that gives brands a competitive edge. With merchandise overloading customers' senses, POP displays can help a brand stand its ground amid all the other brands competing for attention. Traditionally, POP displays were situated at the checkout stand. Today, these displays are scattered throughout the store. The idea is to place displays wherever customers make purchasing decisions.
They come in many varieties
POP Displays run the gamut of simple end-of-aisle stickers all the way to vendor shops, a sort of store within a store concept where a vendor has an entire area devoted to one brand. Think Martha Stewart Home Collection in Macy's stores. With manufacturers giving vendors free carte blanche to use their materials in retail stores; it's no wonder that retailers capitalize on POP displays. You can find them in windows, on floor stands, hanging on walls, sitting on counters and strategically placed on store shelves.
They work better in tandem with signage
Point of Purchase displays have more power to persuade when paired with signage. A Brigham Young University Retail School study showed that displays with signage resulted in 20% more purchases over POP displays that used no signage at all. The most effective signage functions the way headlines do in newspapers. In the store, a sign with a splashy headline is sure to grab a customer's attention--as long as certain best practices are in place. Signs should use larger fonts for better readability. Every sign should be in great condition with an updated look and include the store or the manufacturer's website address.
Why Point of Purchase (POP) Displays Matter
They help sell merchandise
When customers enter stores, customers are bombarded by visuals. POP displays directs the customer's eye to specific merchandise and offers. Customers often use these displays to make purchasing decisions. Home furniture retailers like Martha Stewart Home and Magnolia Homes run by Chip and Joanna Gaines use dynamic, colorful POP displays that attract buyers and may spur in-store sales.
They are effective in locations where customers wait
Retailers live for the captive audience within a store. If a customer is waiting in line to check out, a strategically-placed POP display may encourage a purchase decision. This is why candy, magazines and batteries are usually found at the check out line. Increasingly, though, POP displays are spread throughout a store. Turn a corner and there's a full-on, stand-alone display highlighting one prominent brand. Even banks and post offices use POP displays. Full displays, banners and signage are effective because waits in these businesses can be long. A compelling POP display, however, creates a great opportunity for brand exposure.
They are supported by signage
Signage can make all the difference in whether or not a customer decides to purchase an item in the store. Signs also help retailers where customers wait in line. However there are best practices to keep in mind. Dates and times on signs must be correct and active. The sign should be attractive, with a fresh look. While planning signage, make sure you have a realistic budget. Finally, confirm that the signage company has adequate time to turn the sign around for dates affecting sales, events or special offers.