When you walk into a store, you're immediately bombarded with visual cues designed to catch your eye and make you want to buy things. One of the most effective tools retailers use is the Point of Purchase (POP) display. These are strategically placed in areas where lots of people walk by, showing off products, highlighting special deals, and reinforcing brand identity.
POP displays are still important
Point-of-purchase (POP) displays remain a crucial element in retail marketing strategies. Their effectiveness stems from three primary factors. Firstly, they create an immediate visual impact, utilizing bold color contrasts and eye-catching designs to grab shoppers' attention within seconds of entering a store. Secondly, POP displays excel at conveying product information efficiently, translating key selling points into easily digestible visual cues that resonate with consumers. Lastly, modern POP displays are increasingly interactive, with some incorporating augmented reality (AR) technology. These innovative displays have been shown to boost product trial rates significantly, with studies indicating a 58% increase in conversions compared to traditional static displays.
What is a POP Display
Point of Purchase (POP) displays are powerful marketing tools in retail environments, designed to capture shoppers' attention and boost sales. These versatile fixtures go beyond simply holding products; they're strategically placed to influence purchasing decisions and create engaging shopping experiences.
Many people underestimate the impact of POP displays, thinking they're only suitable for certain types of stores or have limited effectiveness. However, these displays can be tailored to fit various retail settings and have proven to significantly increase sales when used correctly.
Modern POP displays often incorporate interactive elements like touchscreens or QR codes, enhancing customer engagement and making the shopping experience more memorable. This evolution shows how POP displays have adapted to changing consumer behaviors and technological advancements.
Retailers strategically position POP displays throughout stores to maximize their impact. You'll find them as standalone units, in action alley displays, or as eye-catching end caps. Their placement is carefully considered to intercept shoppers at key decision-making points during their store visit, encouraging impulse purchases and highlighting specific products or promotions.
Differences between POP, POS and terminal displays
While POP, POS, and endcap displays are all common in retail settings, they serve different purposes and are placed in specific locations throughout the store.
Point of Purchase (POP) Displays are promotional tools strategically positioned near the products they're advertising. These displays are typically found in high-traffic areas, such as standalone units, action lanes, and end caps. Their primary goal is to attract customers' attention to specific products and encourage impulse buying throughout the store.
Point of Sale (POS) Displays, on the other hand, are located near checkout counters or cash registers. These displays take advantage of the time customers spend waiting to pay, aiming to prompt last-minute, low-risk purchases. POS displays are usually compact and visually appealing, often featuring eye-catching typography and promotional signage to grab shoppers' attention.
Endcap Displays are a type of POP display specifically placed at the ends of aisles. Their strategic positioning maximizes visibility as customers navigate the store. Retailers often use endcap displays to highlight special promotions, newly launched products, or bestselling items, making them highly effective in capturing shopper interest and driving sales.
The Impact of POP Displays on Consumer Choices
Grabbing Attention: POP displays are designed to catch the eye of customers as they move through the store. By positioning these displays in high-traffic areas, retailers ensure that their promotional messages reach a broad audience of potential buyers.
Encouraging Spontaneous Purchases: One of the main goals of displays is to stimulate unplanned buying. By presenting products in an attractive and easily accessible manner, these displays can persuade shoppers to make purchases they hadn't originally intended.
Strengthening Brand Image: In addition to driving immediate sales, POP displays play a crucial role in reinforcing brand identity and messaging. Whether they're showcasing new products, highlighting special offers, or simply reminding customers of a familiar brand, these displays help increase customer engagement and foster long-term loyalty.
Types of POP Displays
Let's explore some common types of POP displays and their real-world applications.
Floor displays are standalone units placed on the store floor to showcase specific products or promotions. They work well in high-traffic areas and are often used to introduce new items or highlight special offers.
Countertop displays are smaller, portable units designed for placement on flat surfaces such as checkout counters or shelves. These displays are particularly effective for promoting impulse purchases of small, consumable items like gum, candy, or lip balm.
Endcap displays are located at the ends of aisles, making them highly visible to shoppers. These displays can be freestanding units, retail signage, or inline arrangements on gondola shelves.
Dump bins are simple yet effective displays for bulk or seasonal products. Made from durable materials, these bins can hold large quantities of items and are easily accessible to customers. Big-box stores often use dump bins during promotional periods to boost sales of seasonal items or clear inventory.
Interactive and digital POP displays are revolutionizing retail marketing by incorporating technology such as touch screens, QR codes, and augmented reality. These displays create immersive experiences for customers, allowing them to engage with products and brands in new ways. Retailers can use these displays to provide detailed product information, enable virtual try-ons, or facilitate online orders directly from the store.
5 Effective Tactics for Designing Impactful POP Displays
Retailers looking to boost sales and engage customers can benefit from well-crafted point-of-purchase (POP) displays. By blending eye-catching visuals with smart design, these displays can significantly improve conversion rates. Here are five tried-and-true methods for creating displays that grab attention and drive sales.
Connect on an Emotional Level
The most successful POP displays don't just showcase products; they create an emotional connection with shoppers. To achieve this, focus on design elements that speak to your target audience's desires and aspirations. For instance, use calming colors and imagery for home goods to evoke a sense of comfort, or incorporate dynamic, energetic visuals for sports equipment to inspire motivation and excitement.
Color, Location, and Simplicity
In crowded stores, it's crucial for point-of-purchase displays to instantly grab attention. Using vibrant, brand-consistent colors can make displays pop and stick in customers' minds. Bright hues like red, yellow, and orange are particularly good at catching the eye and prompting action.
Where you put the display is just as important as its color. Placing POP displays at eye level or in high-traffic areas—like store entrances, main aisles, and near checkout counters—can boost visibility and get the message across to more shoppers without much effort.
Keep It Simple
When it comes to POP design, less is more. With limited space, a clear and focused message ensures the most important information stands out and drives customer action. This could be the product's main benefit, unique feature, or current promotion. Resist the urge to cram too much in, as cluttered designs can turn people off.
A strong call-to-action (CTA) guides potential buyers and creates a sense of urgency. Whether it's highlighting a special discount, time-limited offer, or an inviting phrase like "Try Me," effective CTAs should be easy to spot, read, and motivate customers to act.
Blending Form and Function
The best POP displays not only show off products well but also serve a practical purpose. Features like gravity-fed systems keep displays full as items are taken, maintaining a neat, organized look throughout the day.
Incorporating storytelling into the display design can also make a big difference, helping shoppers connect more deeply with the product and brand. By sharing stories about the product's background, key features, or customer benefits, retailers can spark more interest and loyalty while improving the overall shopping experience.
Built for Reuse and Relevance
Taking a modular approach to POP display design can greatly extend their usefulness and relevance in stores. Modular displays allow for quick and easy updates, accommodating new products, promotions, or messages without needing a complete overhaul.
This strategy not only saves money but also ensures displays stay fresh and adaptable over time, keeping up with changing consumer preferences and market trends.
By using sturdy, high-quality materials and versatile design structures, retailers can easily reconfigure and reuse POP displays. For instance, modular systems can be adjusted to fit different product lines or seasonal campaigns, making them a valuable long-term asset for any retail strategy.
FAQ
What are the key differences between Point-of-Purchase (POP) and Point-of-Sale (POS) displays?
POP and POS displays serve different roles in retail environments. Key distinctions include:
Placement: POP displays are strategically positioned throughout the store, whereas POS displays are specifically located at the checkout counter.
Size: POP displays tend to be larger, while POS displays are smaller and more compact.
Purpose: POP displays aim to engage customers during their shopping experience, whereas POS displays focus on influencing impulse purchases at checkout.
Products: POP displays accommodate a wide range of products, while POS displays are best suited for small, individually packaged items.
