A point of purchase or POP display is an in-store marketing tool used in retail. POP impacts a consumer’s buying decision directly when they see a product in the store or online.
As a business, one can have catchy and strategically-placed displays that enhance the visibility of the products, announce deals, and create impulse purchases.
POP displays may be made to last for a specified period, semi-permanently, or even permanently based on the marketing objectives and the intended duration.
Benefits of POP Displays
1) Attracts Attention
POP displays grab attention to particular products, encouraging the prospect to get in touch with that particular brand.
Depending on the promotional character, an attractive look of promotional displays may make the promoted products more appealing than other products, especially in a beautiful and thrilling retail environment where a customer might otherwise overlook them.
2) Encourages Impulse Purchases
POPs are placed at points where a customer may make an impulse buying decision. Whether it is located near the checkout or along the high-traffic areas in a store.
it’s seen as capable of attracting the customers to buy something on impulse due to specific reasons in the product that will not last long or just benefit them uniquely at the specific point in time.
3)Enhances Brand Visibility
POP displays enhance in-store brand presence. Brand imagery, colors, and wordings can be used to leave a memorable mark that improves recognition and loyalty for brands.
4) Educates Customers
POP displays can be very useful in providing information that helps the customer understand what a product benefits from, what’s unique about it, and how it is used.
For new and complex products, the educational value can be extremely helpful in enabling customers to make an informed buying decision.
5) Cost-Effective Marketing
POP marketing can be a very low-cost means of promoting product awareness and sales, especially of temporary displays.
Materials such as cardboard or foam board are available for promotional campaigns that will be used for only a little while and are low-cost to produce and replace.
6) Flexible Placement
POP displays allow for the opportunities of placing products in excellent areas throughout the store so there is greater visibility of the products and a greater chance of them being purchased.
7) Checkout location Benefit
A Point of Sale display is a merchandising location at or near a retail checkout or cash register where impulse purchases are encouraged.
Packaged individual convenience items such as snacks and drinks are prime candidates for placement in point-of-sale displays as these items are typically low cost and typically impulse purchases.
Candy racks, magazine stands, and small refrigerated displays at checkout work well as point-of-sale displays.
They want to capture customer attention at checkout, where impulsive, impulse purchases are likely to be made.
8) Advantage for Brands
brands that have rather small products which the shopper does not really target to look for, POS displays become an advantage.
This is because placing items at the points of sale enhance product visibility as well as the chances of creating unplanned buying situations.
Benefits of POS Displays
1) Captivating Customer Attention
POSs are placed in a selected manner to occupy the full available space to dominate the store layout, such that customers notice them even in the midst of congestion of shoppers in a crowded store.
They are put close to the checkout counter, where extra-high foot traffic accentuates the products.
2) Encouraging Impulse Purchases
POS displays are great for last-minute purchases. Moreover, customers waiting in line would be more inclined to make impulse buying decisions if they are attracted by the appearance of goods on a well-placed display.
3) Showcasing Promotions and New Arrivals
POS displays are excellent for special promotions or seasonal or new arrival promotions. These displays create a sense of frenzy and scarcity over the limited period of an offer so that the customer doesn’t lose interest.
4) Enhancing the Shopping Experience
POS displays that are well-designed increase the value of the shopping experience because they introduce items that may have otherwise gone unnoticed by the customer during a typical visit, making it enjoyable and comprehensive.
5) Reinforcing Brand Identity
Custom POS displays are one of the effective tools in reinforcing a brand. Design and messaging communicate the brand’s aesthetic and values, thus building loyalty in the customer and encouraging recall of the brand.
6) Boosting Sales
Commonly located where most consumers are most often found, in-store POS displays serve as a shortcut to the target sales.
Of course, these displays work within the context of a customer who has already reached the point of making a purchase, effectively turning traffic into sales.
7) Cross-Selling and Upselling Opportunities
POS displays also represent one of the best opportunities to stack similar items alongside one another, selling consumers additional, ancillary products or otherwise more expensive alternatives.
8) Fostering Customer Engagement
Many POS displays now include interactive elements, such as QR codes, touchscreens, or product demos, thus allowing a far greater interaction between customers and products, which can further facilitate a more enjoyable experience.
9) Enabling Data Collection
An advanced POS display can provide useful information on customer behavior, preferences, and buying patterns. The data can thus help retailers fine-tune their marketing approaches for future campaigns.
Best Practices for Effective POP and POS Displays
1) Use Eye-Catching Design
Visual appeal is important for both displays. Use bright colors, great graphics, and clear fonts that give off the impression of the brand. This will make sure that the attraction of a display captures interest and has customers pause and look in further.
2) Strategic Placement
A good place for its stands would be in busy locations inside the store that drive traffic, such as near entrances and checkout aisles. Moreover, positioning them along with relevant complementary items will expand potential cross-selling opportunities.
3) Highlight Promotions Clearly
If it is promoting a special offer, discount, or new product, then that must be on the surface. A clear headline and strong text copy will make it simple for the customer to read at a glance what the promotion is.
4) Keep the Message Simple
POS and POP displays will be the means of conveying the core message. Clutter should be reduced to the minimum level, and the text should be clear and straightforward so that even when shoppers are in a hurry, the information displayed can be grasped by them.
5) Incorporate Technology
Digital POP and POS displays for instance interactive screens or QR codes deliver a more engaging and dramatic effect.
Digital displays will be able to play videos and provide more product details hence will be a great avenue to hook even the most high tech innately shopper.
6) Consider Durability for Long-Term Displays
For semi-permanent or permanent displays, one should use materials that last: metallic, high-quality plastics, etc. materials that can stand any damages so that the display will remain visually appealing and effective for longer duration.