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A helpful guide and introduction to POP displays
Point of purchase displays that grab prospective customer attention as they are contemplating making a purchase might be the key to increasing your sales. You cannot be there to make the sale, but your point of sales display can be! Here are some key considerations to remember as you develop your point of purchase displays.
Despite the arrival of the internet and alternative sales channels and the other trends, point of purchase continues to play a critical role in retail settings, driving 70% of purchase decisions.
Point of purchase (POP) displays are specially designed materials intended for placement in retail stores. These displays allow products to be prominently presented, often in high traffic areas, increasing the probability that the product will standout.
Visibility is important. Research has shown that there is a direct correlation between how quickly a product is seen and its likelihood of being purchased. Realistically, consumers do not thoroughly scan all of their choices before making a choice. It is more likely that they will take five to ten seconds and make a quick decision. Therefore, displays need to be eye-catching.
Product placement is key. Ideally, your display should be placed as close to eye level as possible. High traffic areas are the best placement. Some niche products can be clustered together for a theme placement.
Make sure you close the sale. Placement is the essential elements of point of purchase advertising, but it won't do much good if you cannot convince the consumer that your product is right for him or her. Therefore, the display should also contain key phrases that will assure consumers that they are making a smart buy. These kinds of assurances on the display will save customers the time and aggravation of scanning the product packaging and/or label to determine if it is a good choice for them.
10 Things You Should Know About POP Displays
- Point of purchase marketing is one of the strongest and most successful forms of advertising media. The point of sale is where the consumer ultimately makes a purchasing decision—in the store when they are actively involved in buying a product or service.
- Point of purchase displays bring unique products to a store to serve current customers.
- Impulse purchases permeate today's complicated marketplace. Placing your message in front of consumers while they are shopping in the store is the key to increasing sales. Studies prove over and over again that an effective retail display drives more traffic to the brand, ultimately resulting in more impulse buying.
- Point of purchase advertising is one of the oldest methods of marketing. POP displays have been evolving for centuries to make them a tested, tried & true way to increase store sales.
- Technological advancements in manufacturing have decreased prices, shortened lead times, and created a wide range of new techniques to develop creative POP displays.
- Many unique products satisfy a niche market. Quality unique products generate new customers by word of mouth from customers who see the product and tell prospects to go to the store.
- Humans are social creatures and like to be involved in interactive experiences. Retail displays are engaging and allow the consumer to participate in the purchasing process.
- POP displays are the "silent salesperson". In today's fast paced retail environment salespeople have less time to spend with each consumer, leaving them confused in the marketplace, and ultimately creating a difficult buying decision. An in-store display communicates the benefits of the product to the consumer and becomes a brand marketer's in-store salesperson.
- Merchandising has resulted in cramped and hidden product space. When a brand uses a POP display the excitement can be utilized to stand out from the competition.
- A point of purchase display increases product awareness and builds equity with the product and store. Clever packaging promotes an image, but only a display can communicate more important and detailed messages to a consumer. This builds value to the consumer about the product and the store.
For supply chain partners, POP displays can result in significant sales increases compared to sales levels in a normal shelf position. Also, many marketers will lower the per-unit cost of products in the POP display as an incentive for retailers to agree to include the display in their stores.
We hope you have enjoyed this POP Guide that we have compiled and attuned for you. A&D Jewelry wishes to be a supple partner with your business. The better we help you satisfy your customers, the better your customer feels, the more profitable your business is, and the better we can grow our business. Our niche product will not make you rich but it will help you satisfy your customers, who will.
Thank you,
A&D Jewelry
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