In many retail spaces, it’s difficult to stand out from the competition. Using point-of-purchase displays can help brands grab shoppers’ attention and stand out.
Point-of-purchase displays often feature low-cost items relevant to the pricier products they sell. This helps retailers drive cross-selling at the register line.
Increased Visibility
Point of purchase displays can help products stand out amongst competing merchandise. Many retailers use displays to showcase their newest developments in the most visible areas of their stores, such as at checkout lines or in aisles. They can be temporary, such as shelf-talkers or large signs that stick out from the shelves and can be dismantled easily. They can also be permanent, such as stands holding various specific brand products in one area. Many manufacturers use point-of-purchase displays to promote their full range of products rather than just the fastest-moving items.
While traditional point-of-purchase displays effectively grab customers’ attention, they sometimes need to convey more information to influence buyers. A shopper may skim over a lot of product packaging, especially if they want something specific. POP displays are designed to be bigger and more visually appealing than the typical packaging to attract more attention. They can also encourage impulse buys, such as Sephora’s travel-size versions of its products.
Increased Brand Recognition
POS and POP are part of a larger grouping of marketing materials called point of sale marketing (POSM). Aside from helping to increase impulse purchases, POSM can also help reduce brand advertising costs by allowing brands to direct their ads directly to shoppers.
The point of purchase is a powerful location for product placement, as can be seen by customers making a final decision on what they will buy. This type of display is often used to showcase add-on products that complement a main purchase. For example, in addition to a digital camera, you could display lens cleaners and camera cases close to help the customer complete their order.
Another important benefit of point-of-purchase displays is their ability to educate shoppers on the unique features and benefits of a particular product or brand. These are often difficult to communicate in a small label or box, so a point-of-purchase display can offer more space to tell the story.
Point-of-purchase displays come in all shapes and sizes, ranging from freestanding and attachable to shelf displays. They can also be semi-permanent, such as endcaps or tabletop displays. Some are portable, such as sectional fabric wall panels that can be combined to create a professional display for an expo or pop-up store.
Increased Sales
Point-of-purchase displays can increase sales by helping to trigger impulse purchases. For example, when customers see a cute graphic from Motrin on a shelf, they are likely to pick up the medicine even if it wasn’t on their shopping list. POS displays can also promote add-ons needed with a purchased item. For example, a clothing store might display hair accessories next to the register to encourage customers to purchase more. Or, a furniture store might use a sign near large sectionals to promote delivery and assembly services.
Unlike other marketing efforts that typically aim to attract consumers and persuade them to buy a product, point-of-purchase marketing provides a final opportunity to influence their decision before they check out at the store. This is why many retailers rely on POS displays.
POS displays can be anything from freestanding promotional materials to a portable endcap, table stand or kiosk. They can be attached to the ends of aisles or freestanding in open spaces and can include colors that represent your brand and a message that leaves a lasting impression on buyers. Alternatively, you can opt for signage at checkout that contains details about your loyalty program to entice customers to join the next time they visit.
Increased Efficiency
Many types of marketing aim to help buyers understand solutions to a problem, evaluate options and decide to buy a product or service, point-of-purchase marketing (POSM) is the last chance a brand has to influence the details of that decision and increase sales.
POP displays can be permanent or semi-permanent, ranging in size from small tabletop boxes to massive aisle displays. They can also include a variety of formats, such as endcaps that fit on the ends of shelves to save space and allow flexibility for product placement or kiosks that are placed in the middle of highly-traveled areas of stores.
In addition to attracting attention and increasing visibility, point-of-purchase displays can encourage impulse purchases. For example, shoppers may seek specific items on a grocery list. Still, if they see eye-catching packaging of something new that fits their needs, adding it to the cart can be tempting, especially when it’s priced low enough for a quick, easy impulse purchase.
Point of purchase marketing is also used by hospitality businesses like restaurants and hotels to promote food or drink specials or other offerings. Retailers can also use them to advertise seasonal offers or products that have not been sold. Banks can create point-of-sale materials to educate customers about the benefits of checking or savings accounts.
