What Are POP Displays?
Before we delve into the 5 Tips to Improve POP Displays, we must first define what we mean by POP Displays.
Point-of-purchase marketing is focused on in-store experience, making use of different POP display units to sway shoppers in making an impulse purchase or product consideration.
Types of Displays
In general, FMCG or retail brands usually use a combination of various display units to achieve their objective. Just to illustrate a point, here’s a list of some commonly used Point-of-purchase Displays.
- Neck Tags
- Shelf Talkers
- Standee Displays
- Block displays
- Window Signage
- Buntings / Banners
From over a decade of experience in the field of POSM (Point of Sales Material), we have narrowed down 5 Tips that you can consider when executing an in-store campaign with Point-of-Purchase Displays. Without further ado, let’s get this show on the road.
- POP Displays are the “frontliners” inside a retail environment
In specific retail environments, there are trained sales staff to accomplish a crucial task – attend to inquiries and convert shoppers to customers. Point-of-purchase displays are, in essence, a sales staff that doesn’t require training.
According to a study by Nielsen, 70% of purchase decisions are made in-store. What this means is, the majority of shoppers are only deciding on products for purchase in the moment. With less shoppers making trips to grocery / retail stores, it is of utmost priority to capture and trigger the purchase intent of shoppers through use of effective POP / POS Displays.
A well-placed Standee Display or an eye-catching Bus Stop Display can determine the success of your on-shelf product.
- Point-of-Purchase Displays Tailored for its Audience
Like any marketing communication, understanding and pinpointing your target audience is the key step in planning for execution. If the product display is catered for teenagers, the display is best to be kept at the eye-level of your audiences’ height.
Depending on the audience, Celebrities or Familiar Figures are excellent ways to capture shoppers attention. A strategy seen by many big brands, human personality allows for a stronger connection with the intended audience. Selecting the right personality suited for the target market, can effectively capture and secure the interest of shoppers.
- POP Displays and Color Psychology
It is no surprise that colours play an important role in branding and design. Just taking a look at major players in the market, the color scheme of each brand supports varying objectives. Research shows that effective color use plays a crucial role in influencing behaviours of shoppers. In selecting the color scheme of point-of-purchase displays, brand managers can decide to maintain the colors of the brand, or to have the colors tailored to the specific product or seasonal promotion.
In quoting the famous phrase – “Less Is More”, colors should be used sparingly and strategically, careful not to overload the shoppers’ senses. It’s best to consult with your POP supplier to achieve the best possible balance between attraction and purchase intent.
- Point-of-Purchase Displays Increases Duration of Shoppers’ Visit
To put it simply, the longer the shopper remains in a store, the higher the likelihood of increased purchase. Ever wandered into a store, wanting to pick up one item and leaving with a few? We’ve all been there. Have you stopped to consider what made you stay in-store?
The atmosphere, lighting and more importantly – the displays. Point-of-purchase displays are great tools in retaining attention of the shoppers for longer periods of time. If properly placed and paired with attractive visuals, you’ll have the attention of shoppers bouncing from one display to another. A wall board advertising your brand’s flagship product, a shelf frame highlighting the product on-shelf, or even something as tiny as a wobbler.
Before you know it, they’ll be walking out the store with smiles on their faces, in celebration of a fruitful shopping day.
- Durability of the Display
While it is only natural to look for the lower cost when searching for Point-of-Purchase Displays, less expensive does not always mean “Bang For Buck”. Marketers must always remember that you get what you pay for, a lower price tag comes at a cost. Be it the material of the display unit, or the workmanship, it is important to decide on a supplier with in-depth experience in the field.
At first glance, an inferior and cheaper POP Display can look just as good as a relatively expensive one. However as time goes by, the ROI on the display unit drops significantly if it doesn’t last the intended lifecycle. Higher quality materials and detail oriented workmanship brings forth many real world benefits.
As these display units are meant to be frontliners in-store, a well-made POP Display is often perceived as from a reputable company. Durability of the display ensures the unit looks good throughout its intended campaign.
We hope this short article has helped you in understanding a little more about the wonderful world of POP displays.
INK Marketing is one of the top Point-of-Sales Suppliers in Malaysia, with over 12 years of experience, this is the one stop POS Display company for all your printing and production needs.
Whether you’re in-need of designers, production or consultation of in-store visibility and display, we would be delighted to aid you. For any inquiries regarding our services, do contact us at https://www.inkmarketing.com.my/contact/.
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