Unlock the secrets of Point of Purchase (POP) displays in our comprehensive guide. From the basics to best practices, delve into everything you need to know about POP displays and how they impact the world of retail marketing.
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What Is a Point of Purchase (POP) Display?
A Point of Purchase (POP) display is a marketing tool used in the retail industry to capture the attention of customers and influence their purchase decisions when they are ready to buy a product. These displays are typically placed near or at the checkout area, where customers are most likely to make impulsive decisions.
POP displays come in various forms, including stand-alone units, shelf talkers, posters, banners, and more. They are created to showcase specific products, highlight promotions, or reinforce a brand's identity. These displays can be found in supermarkets, convenience stores, boutiques, and even at trade shows or exhibitions.
The primary purpose of a POP display is to enhance the visibility of a product and convey its unique selling points. These displays contain eye-catching graphics, engaging text, and often incorporate a call to action, encouraging customers to make a purchase or try a new product. Whether it's a cardboard cutout of a celebrity endorsing a product or an interactive digital screen offering product information, POP displays aim to engage customers on a visual and emotional level.
The global POP display market was valued at $11.49 billion in and it&#;s expected to grow to $16.33 billion by .
Effective POP displays can boost sales, increase brand recognition, and create memorable shopping experiences. They are an integral part of the marketing mix, especially for brands seeking to stand out in the competitive retail landscape. Understanding the nuances of POP displays and their impact on consumer behavior is vital for any business looking to optimize its retail presence.
Types of POP Displays
Let&#;s take a look at some of the most commonly used types of POP displays:
Temporary POP Displays
Temporary POP displays are designed for short-term promotional campaigns and are often made from lightweight materials like cardboard or foam board. They are cost-effective and easily replaceable, making them ideal for seasonal promotions or limited-time offers.
Semi-Permanent POP Displays
Semi-permanent displays are sturdier and more durable than temporary displays. They are intended for longer-term use and can withstand wear and tear. They are often used to feature new product launches or ongoing promotions.
Permanent POP Displays
Permanent POP displays are built to last and are typically made from robust materials like wood, metal, or plastic. These displays are a fixture in the store and showcase core products or essential branding elements. They provide a consistent, long-lasting brand presence.
Digital POP Displays
Digital POP displays leverage technology to engage customers. They feature digital screens or interactive elements, such as touchscreens or QR codes, to deliver dynamic content. These displays are versatile, allowing for real-time updates and the ability to provide product information, videos, and interactive experiences.
Robotic POP Displays
Robotic POP displays are a cutting-edge innovation that combines technology with physical movement. These displays can attract attention through motion, whether it's a robotic mascot, a moving product demo, or an automated dispenser. They create a memorable and interactive shopping experience.
Each type of POP display serves a distinct purpose, catering to the specific needs of a marketing campaign or a brand's long-term strategy. The choice of display type depends on factors like the product being promoted, the target audience, budget, and the desired duration of the promotional effort.
What Is the Difference Between POP and POS?
While POP (Point of Purchase) and POS (Point of Sale) displays both aim to draw extra attention to your brand within a retail environment, they serve slightly different purposes and are crucial in different ways. The distinction lies in their location and function.
POS (Point of Sale): As the acronym suggests, POS pertains to the specific area near the cash register where the actual product sale occurs. Examples of POS displays include magazine racks, shelves of candy leading up to the register, or refrigerated displays at the checkout lane's end.
These areas are highly effective for promoting individually packaged items like confectioneries and beverages, as they tend to provoke last-minute impulse purchases as customers complete their shopping trip. Brands with smaller products that may not always be top of mind for customers should consider investing in POS displays to enhance visibility.
A study found that 62% of shoppers make an impulse purchase while they shop, while 16% of all purchases that were unplanned were driven, at least in part, by promotions they saw in store.
POP (Point of Purchase): In contrast, POP displays can occupy floor space throughout the store. They are strategically positioned to capture customer attention and influence purchase decisions. These displays may include in-store arrangements, banners, or creative product packaging. POP displays are versatile, serving to highlight promotions, or showcase specific products.
What is point-of-purchase marketing?
Point-of-purchase (POP) marketing, also known as point-of-sale marketing, is a strategic approach used by businesses to influence consumer buying decisions at the exact moment when they are ready to make a purchase. This marketing technique aims to maximize the impact of promotional and advertising efforts by targeting consumers.
Key aspects of point-of-purchase marketing include:
Location: POP marketing occurs within the physical or digital space where transactions are conducted, such as in-store displays, online shopping carts, or mobile apps.
Objective: The primary goal of POP marketing is to encourage impulse buying, promote specific products or offers, and enhance brand recognition in the retail environment.
Tools and Strategies: POP marketing employs various tools and strategies, including eye-catching displays, signage, product packaging, promotional offers, and digital technologies. It may also involve upselling and cross-selling techniques.
Timing: It capitalizes on the immediate decision-making process when customers are ready to make a purchase.
Customization: Effective POP marketing strategies are often tailored to the specific retail environment, target audience, and product being promoted.
Benefits of POP displays
POP (Point of Purchase) displays offer a range of benefits for businesses looking to enhance their retail marketing efforts:
Low Cost
Point of purchase displays are often cost-effective, especially temporary displays made from materials like cardboard. They provide an affordable means to promote products and increase brand visibility.
Easy to Test
Businesses can quickly experiment with different display designs, messages, and product placements. This flexibility allows for testing and optimization to identify what resonates best with the target audience.
Hyper-Targeted
These displays can be strategically placed in specific areas of a store to target a particular audience. This helps in tailoring the message and products to the preferences and needs of those shoppers.
Highlight Promotions
POP displays are excellent for showcasing special promotions, limited-time offers, or new product releases. They draw attention to these marketing initiatives and encourage sales.
Extra Visibility for Products
By placing products on eye-catching POP displays, items that might otherwise go unnoticed gain heightened visibility, increasing their chances of being purchased.
Increased Sales
An effective POP display can result in increased sales as customers are more likely to make impulse purchases when products are prominently displayed at the point of decision.
Catch Customers' Attention
POP displays use attention-grabbing visuals and creative designs to draw customers' attention, making them more likely to explore and engage with the products on display.
Educate Buyers
POP displays can provide essential product information and benefits, helping to educate customers about the value of a product, which can be particularly useful for new or complex products.
Questions to answer before implementing POP Displays
Before implementing POP (Point of Purchase) displays in a retail setting, it's essential to consider the following questions:
Where is a POP display often set up?
Determine the specific location within the store where your POP display will be placed. This could be near the checkout counter, in an aisle, at the entrance, or elsewhere. Consider foot traffic, customer flow, and the most strategic point for visibility.
What is my intent with this display?
Define the primary purpose of your POP display. Are you aiming to promote a new product, clear out excess inventory, highlight a limited-time offer, or reinforce your brand identity? Clarity on your objectives will guide the design and content of the display.
Who is my audience for this display?
Identify your target audience for the POP display. Understand their demographics, preferences, and buying behaviors. Tailor the display's visuals and messaging to resonate with this specific group, making it more likely to influence their purchasing decisions.
Answering these questions will help you create a more effective and impactful POP display that not only captures the attention of potential customers but also aligns with your overall marketing and sales goals.
Point of Purchase Display Examples
Point of purchase (POP) displays have been around for a while, being effectively used by many brands. However, we&#;re constantly surprised by how creative some of them can get, as they manage to attract customers instantly, without even trying that much!
Brands choose to integrate POP displays into their strategy as it&#;s a great way to increase a product&#;s presence in the store. But let&#;s not forget that a lot of them are doing this so customers are harder and harder to attract with such displays, especially when it comes to consumer packaged goods brands&#;
And this is where a bit of creativity comes in, being able to make a difference!
Let&#;s take a look at some of the most creative examples of POP (point-of-purchase) displays.
Shelf Talkers
No, they don&#;t actually talk, but they are great for helping a brand stand out, even though they are just some simple hanging tags or signs, installed on aisle shelves.
Besides catching the customer&#;s eye, shelf talkers can be used to point out promotions and educate the buyer about the product. Plus, they&#;re one of the cheapest and easiest ways of guiding customers to your product in the aisle!
Source: Pinterest.
Free Standing Displays
Speaking about cheap and effective ways of making products stand out, free-standing displays - basically cartons - are even better, as they provide more flexibility when it comes to their location within the store. Basically, they can be placed almost anywhere, not just on aisle shelves.
Another plus of standing displays is that they allow brands to put their creativity at work and experiment with attention-grabbing shapes and designs, like an oversized version of the product you&#;re trying to promote or something even wilder.
Source: Pinterest.
End Caps
It&#;s not that difficult to figure out where these POP displays are placed, right? That&#;s right, at the end of an aisle, where two of them sit back-to-back. And what makes them great is the fact that they allow product placement in very relevant areas, without actually needing aisle shelf space. But we&#;re not done yet&#;
End caps can be really effective in terms of attracting attention, as they basically give you a prime location and shoppers can see what you&#;re promoting without even going down the aisle.
Source: Pinterest.
Floor Graphics
Quite underrated, if you ask us. Why? Well, let&#;s put it this way: what&#;s the last place where you would expect to see an advertisement in a supermarket, for example? Exactly, on the floor!
In most cases, these are placed exactly in front of the shelves where your products are stock, as it will be easier for customers to find them, after spending a few seconds to figure out what on Earth is that thing on the floor and become really intrigued by this unusual way of promoting something.
Source: Pinterest.
Dump Bins
Ok, let&#;s make things clear: we&#;re not talking about your regular dump bins, usually found on the streets, in which you throw away garbage. Now, that&#;s a totally different thing.
The dump bins from our story resemble those but they are used for storing small-packaging products customers usually grab while browsing between the aisles. In most cases, they&#;re used by brands selling candy or food accessories, bought in bigger quantities, not just one or two pieces.
Probably the main reason why this type of POP display is becoming more popular than ever - yup, trust us, we&#;ve seen tons of them - is because they are free-standing and can be placed in such a way to be seen or interacted with from a lot of angles. And, well, more angles equals more visibility, you know?
Source: Pinterest.
Vendor Shops
Considered by many an over-the-top type of POP display, vendor shops are actually stores within a store.
Brands using these displays set them up to promote their products - sometimes, even just one - and, lately, they turned out to be pretty effective, in the form of pop-up shops, an ever-growing segment of the retail marketplace.
Source: Pinterest.
Motion Displays
Generally speaking, they&#;re attention-grabbing options, living right on the shelf of the product. In most cases, they&#;re simple, flashing LCD displays, with a sole purpose: grabbing the customer&#;s eye and, of course, trying to convince them to make a purchase.
One of their biggest advantages is the fact that they give an advertiser the liberty to...go wild when it comes to messages and rely on flashy images that just cannot be ignored.
Source: Pinterest.
Robotic Displays
This is, by far, our favorite type of POP display and it&#;s pretty easy to understand why.
We, at Tokinomo, wanted to take things to a whole new level, as we were somewhat bored of seeing the same-old in-store marketing and visual merchandising techniques used to increase sales. So we mixed light, sound, and motion technology to make products move. And even dance, sometimes.
Check out more details about how we&#;re making this possible here.
Gondola
In retail, a gondola is a stand-alone display unit used to showcase products. These displays are usually tall with a flat base and can be connected to create store aisles. They can also be used individually to show products.
Source: Pinterest.
Display cases
Display cases are specialized containers or enclosures designed to showcase and protect items of value or interest. They are typically made of glass or clear materials to allow for easy viewing while keeping the displayed items safe from dust, damage, or theft. Display cases are commonly used in a variety of settings, including museums, retail stores, exhibitions, and homes, to exhibit collectibles, artifacts, jewelry, valuable items, or any objects that require visibility and protection.
Source: Pinterest.
Banner stands
Banner stands are portable display devices designed to hold and present banners or graphic displays in a vertical or horizontal orientation. They are commonly used in various settings, including trade shows, conferences, retail environments, and events, to showcase promotional materials, advertisements, or informational content. Banner stands are typically lightweight, easy to assemble, and come in various styles, such as retractable, telescopic, or tension pole designs.
Source: Pinterest.
Interactive Displays
It&#;s hard to ignore a screen, no matter the message it has on it, and it&#;s been a while since brands started to become aware of this. This explains the entire display trend, which is seeing them relying on tablets and screens to create some really cool interactive displays.
In most cases, customers can find games on these displays or even questionnaires helping them choose a product or a promotion.
Source: Pinterest.
Product Dispensers
For more information, please visit Getell.
Finally, the latest entry on our list of POP displays suitable for CPG brands is product dispensers. In a nutshell, these are excellent for storing small quantities of your products in a really appealing way, whether we&#;re talking about placing them on a shelf, combined with shelf-talkers, or as a standalone installation.
The advantage is obvious here: a product presented with the use of a dispenser is hard to ignore. Even if a customer doesn&#;t exactly need that product, it&#;s hard to go unnoticed when presented in such a way.
Tokinomo campaigns with POP Displays
Tokinomo&#;s robotic POP display, Shelfobot, is one of the most engaging types of displays that brands and retailers can use to lift sales and increase in-store engagement. Here are 3 of the most praised campaigns implemented with Tokinomo Shelfobot:
Maggi&#;s Singing Soup Pot campaign
This award-winning campaign had a really interesting concept: Transform an ordinary soup pot into a musical spectacle with the assistance of Shelfobot. It was truly astonishing to witness an entire section filled with Maggi soups accompanied by a pot serenading with Italian opera.
Leveraging motion technology, Tokinomo choreographed the pot's lid movements to synchronize with the music's rhythm. Also, the sound technology enabled Nestlé to infuse Italian opera into Bolivian retail spaces, and the use of lighting effectively simulated the fiery effect beneath the pot.
Want to see how the campaign looked? You can experience the enchanting performance of the singing pot in the video below:
Because of its creativity, Maggi Singing Soup Pot received various awards, including the Creative Retail (UK) awards for POP/POS Concept and Innovative Display Product.
Fanta Misterio&#;s Spooky Halloween campaign
Dalben Supermercados aimed to create customer engagement during the Halloween season while highlighting Coca-Cola's products at the point of sale. Leveraging Tokinomo's Shelfobot technology, Coca-Cola successfully animated its Fanta products within multiple stores.
This Halloween campaign was executed in Brazilian stores, specifically in Dalben Supermercados, made possible through the collaboration with Tokinomo's partner, Creative Display. From October 16th to 31st, , shoppers had the opportunity to interact with Fanta bottles at various locations in Brazil.
Take a sneak peek at the campaign:
Apart from increasing engagement at the point of purchase, this campaign also received a Convrt® Award.
Viper&#;s Hard Seltzer Launch campaign
Given that Asahi introduced a new beverage category to the Romanian market, their priority was to establish widespread awareness through various marketing channels. However, they sought a distinctive approach for their in-store presence. This led to their choice of Tokinomo, the robotic Point of Purchase (POP) display that breathes life into products.
The in-store activation, executed by IPP Romania, took place in 25 Auchan stores in Romania to encourage product trials among shoppers. For 14 days, Viper hard seltzer became the beverage that directly engaged and communicated with customers in the aisles of grocery stores.
Here&#;s how the campaign looked:
Best Practices for Point of Purchase Displays
Creating effective Point-of-purchase (POP) displays is essential for maximizing their impact on consumer buying decisions. Here are some best practices to follow:
Know Your Audience: Understand your target audience's preferences, buying habits, and needs. Tailor the display to appeal to their specific interests.
Clear Messaging: Keep your message concise and easy to understand. Use compelling visuals and text to convey the benefits of the product or promotion
Eye-Catching Design: Design your POP display to stand out. Use vibrant colors, bold fonts, and appealing graphics that grab attention and match your brand identity.
Placement: Strategically position your display in high-traffic areas where customers are more likely to make impulsive buying decisions, such as near the checkout counter or aisles.
Quality Materials: Use durable and high-quality materials for your POP displays. This is especially important for semi-permanent and permanent displays that need to withstand wear and tear.
Consistency: Ensure that your POP display aligns with your overall brand image and marketing campaign. Consistency in branding helps reinforce brand recognition.
Interactive Elements: If possible, incorporate interactive features like touchscreens, QR codes, or product demos to engage customers and provide additional information.
Seasonal Relevance: Update POP displays regularly to reflect seasonal trends, holidays, and promotions. Keeping displays fresh and relevant can boost their effectiveness.
Call to Action: Include a clear and compelling call to action that encourages customers to make a purchase. Use action verbs like "buy now" or "try today."
Measurement and Testing: Track the performance of your POP displays by analyzing sales data and customer feedback. Experiment with different designs and placements to find what works best.
Compliance: Ensure that your POP display complies with all legal and safety regulations, particularly if it involves food, health products, or any potentially hazardous materials.
These best practices can help you create POP displays that captivate customers, drive sales, and reinforce your brand's presence in the retail environment.
POP displays for in-store marketing
In conclusion, Point of Purchase (POP) displays are an indispensable tool in the retail marketer's arsenal. They have the power to transform ordinary shopping trips into memorable experiences, spark impulse purchases, and fortify brand recognition.
Whether you're a retail giant or a small business, mastering the art of POP displays can make a significant difference in the competitive retail landscape. So, seize the opportunity, design thoughtfully, and watch your products shine at the moment of decision.
Most marketing efforts aim to help a prospective buyer understand solutions to a problem, evaluate product or service options, and decide to make a purchase.
The methodology varies between initially buying a consumer&#;s attention or earning it as part of a strategy to build a larger brand audience. But the goals of each are the same: educate, inform, and persuade buyers to make a purchase.
Point-of-purchase marketing, however, works a little differently. It provides a last-minute way for retailers to influence the details of a shopper&#;s purchasing decision, and when done right, it can lead to increased sales.
What are point of purchase displays?
Point-of-purchase displays are physical or digital marketing displays placed in retail stores to advertise products and encourage customers to make purchasing decisions.
POP displays are a marketing and advertising strategy used in retail stores to promote specific merchandise and special offers to shoppers who are ready to make a purchase. POP displays can be located near the checkout counter or in certain areas of the store to encourage purchasing decisions. For example, at the ends of aisles or in the center of aisles.
POP displays are used to enhance shoppers&#; in-store experience and emphasize specific products or offers. It&#;s not a marketing strategy to increase foot traffic, but rather to increase sales once the customer comes into your store.
Point of purchase vs. point of sale
There&#;s often confusion between point of purchase and point of sale (POS), which makes sense, since they do have some similarities. But it&#;s important to understand how they&#;re different.
A POS is the specific place where the transaction happens. It&#;s where the sale and exchange of goods takes place. But you can also use this area of your store to display impulse items encouraging customers to increase their purchase amount at the last minute.
For example, if you have a jewelry store, the POP could be a countertop display where the customer chooses a pair of earrings, and the POS is at the checkout counter where you collect payment and wrap and bag their purchase. But you could leverage your jewelry POS by displaying jewelry cleaner or small jewelry boxes at the counter to encourage the shopper to purchase more products.
Types of point-of-purchase displays
The types of POP displays can be broken down into the fixtures themselves, as well as by the permanence of the display. Here are a few of the most commonly used types of POP displays:
Temporary POP displays
Temporary displays tend to be the most commonly used type of POP. You can use them to feature seasonal products or special promotions. These types of displays are usually less expensive, made from cardboard, and used in the form of freestanding displays, endcap displays, or dump bins, for example.
Semi-permanent POP displays
Also known as off-shelf displays or secondary displays, semi-permanent displays generally stay up for three months to a year. They are made from stronger materials, including glass, metal, wood, heavier cardboard, and hard plastics.
Semi-permanent displays range in size from large aisle displays to smaller countertop displays. An example of a semi-permanent display in a jewelry shop would be a glass display box that can be moved from the checkout counter to a table or a shelf.
It could also be a pop-up shop that&#;s set up in a section of your retail store to highlight a specific brand or a range of products you stock.
Permanent POP displays
Permanent point-of-purchase displays are usually larger and are also made from sturdier materials, such as glass, wood, metal, and hard plastics. Depending on how well they&#;re maintained, they can last three to five years or more.
You can use these displays to build the foundation of your store design and then mix things up weekly, monthly, or however you choose with semi-permanent and temporary POP displays.
For example, a jewelry store would likely have shelves and tables that remain in the same place year after year, while glass display boxes and other smaller POP displays might move around the store.
Digital POP displays
Digital POP displays usually have a digital monitor or LCD screen. In most cases, they still have a physical container and are used to advertise featured products via video or slideshow.
In a jewelry store, this could be a lifestyle video showing a woman wearing her new jewelry or a man proposing to his girlfriend.
Robotic POP displays
Robotic POP displays have only been around since , and at the moment, Tokinomo POP displays are the only ones on the market. It&#;s essentially a small box with a robotic arm that&#;s triggered when the customer walks near the box. It&#;s built to hold most types of consumer products, and when the motion sensor is activated, the product is moved into the shopper&#;s view.
This way the product stands out from the shelf while light shines on it and a voice recording describes the product and its benefits and features. These robotic displays are wireless and let you connect via WiFi or bluetooth.
What is point-of-purchase marketing?
Messaging delivered to potential customers at the precise moment they decide to make a purchase is called point-of-purchase, or POP marketing. This type of marketing can be used in-store and online to influence buying behavior.
In-store POP displays play an important role in POP marketing. Strategically placing products around your store means shoppers will notice them more, increasing the likelihood of sales. POP marketing includes a range of displays, from labels or banners that catch the attention of customers to larger displays in the middle or at the ends of aisles.
For example, a jewelry store could have a banner above a shelf display that provides an overview of the materials used to make its earrings and the quality of the metals. Highlighting the features and benefits of the products gives customers the information they need to make a purchasing decision.
The main objective is to increase visibility of specific products during the decision-making process to boost sales.
The more noticeable and easy your products are to pick up, the better the chances they&#;ll sell.
An example of an online POP display would be an upsell or cross-sell feature on your product pages or shopping cart page.
Benefits of point-of-purchase displays
Here are some of the most common benefits of using POP displays:
Low cost
Most POP displays are temporary and more affordable than permanent in-store fixtures and displays. This way you can change them often to refresh the sales floor at a low cost.
Easy to test
Due to their temporary nature and affordability, using POP displays to test new products or the ways you display specific merchandise is a major advantage. They&#;re also versatile and easy to move around.
Hyper targeted
POP displays let you use one display to highlight a specific product, collection, or brand. This way, you&#;re able to grab the attention of a specific audience or customer segment and build brand awareness.
Highlight promotions
Without creating a special space or banner for your in-store promotions, customers likely won&#;t know they exist. POP displays are the perfect way to advertise special promotions and entice customers to buy.
Extra visibility for products
Oftentimes, merchandise can get lost on a rack or crowded shelf, but secondary displays like POP displays let you rotate the products you feature on a monthly, weekly, or even daily basis. This way, each time a customer visits your store, they experience discovering your products in a new way.
Increased sales
Last, but certainly not least. All the above benefits can lead to more product discovery, higher purchase amounts, and an overall increase in sales.
Tips for point-of-purchase displays
Use the following tips to make the most of your POP marketing.
Where to deploy your point-of-purchase displays
The phrase &#;point of purchase&#; may conjure images of wherever customers go to make their purchase and hand over payment.
Placing small, inexpensive, and relevant items on the counter can boost sales. So can using displays of these items to create an area where customers can queue while waiting to check out.
Stores like Marshalls, TJ Maxx, Nordstrom Rack, Sephora, and Victoria&#;s Secret all use physical displays to create a path for customers to wind down on their way to the checkout. They place small items that cost significantly less than the rest of the store&#;s inventory here.
This point-of-purchase marketing technique works for a few reasons:
- Customers have already made a decision to buy something, making them more likely to buy an additional product if it does not significantly add to the total price of their purchase.
- &#;Add-on&#; type items that are highly relevant to your customers can trigger impulsive purchases or serve as reminders for customers. Sephora, for example, keeps its travel- and sample-size products in these displays, which are easy for customers to justify as something they genuinely need to stock up on.
- You can turn a shopping nuisance&#;a long checkout line and wait time&#;into an extended shopping experience for your customers. Your display can keep them engaged and interested as they wait, which maintains their decision to buy a product and reduces the chances they&#;ll walk out empty handed simply because they saw a long line at the register.
Point-of-purchase marketing does include your cash register and checkout counter, but you&#;re not limited to just these areas in your store. You can get creative with strategies in various places, including:
- Throughout your sales floor
- Directly on specific displays or sections of products
- On customer&#;s smartphones that they use as they browse
Let&#;s explore these options to see how you can go beyond the impulse buy at the checkout counter and use point-of-purchase marketing throughout your store to increase your sales.
Provide samples, demos, or other experiences on the sales floor
Setting up stations throughout your store to let customers actually try your product before they buy can influence buying decisions and increase sales.
Whole Foods is well known for the availability of product samples throughout its stores. Many locations invite suppliers and vendors into the store on weekends to set up booths and tables where passing customers can snag a sample of their product.
Similarly, Trader Joe&#;s sets up places where customers can sample the store&#;s own line of food. Doing so can drive shoppers to choose a Trader Joe&#;s store brand over another, similar item it also carries.
You don&#;t need to sell food items in order to allow customers to try before they buy. You can let customers sample most consumable goods. And you can even work with your suppliers to see if they&#;ll send sample-size inventory to your store for free to support your efforts to increase sales.
Just be careful when setting out samples. Studies show that when given too many choices, we simply make no choice as the solution to dealing with the overload. That means shoppers may buy nothing at all if they need to make too many decisions.
If you sell items that can&#;t be consumed, a product demo could work in place of providing samples. Best Buy is constantly practicing point-of-purchase marketing with most of its products because customers can see, touch, and interact with them via sectioned displays. Best Buy offers you the chance to try out the latest iteration of PlayStation or Xbox by setting one up and allowing consumers to play a game on the system. They also have a table with the entire line of Apple products available for shoppers to test.
This gives customers the same try-before-buying experience that can influence their decision. Adding salespeople to the mix, who can suggest additional items and demonstrate how those add-ons will provide more value to the initial purchase, can increase sales even more.
Or take the single sample station idea and turn it into an entire storewide event as a way to influence customers&#; specific purchasing decisions after they&#;ve already made up their minds to shop with you.
To increase the chances of bringing in shoppers who are likely to buy&#;and to add an air of exclusivity for customers to make them feel valued&#;use your point-of-sale (POS) system to track sales and what customers purchase at such an event.
You can send that group of customers an invitation to your event, like Wine Riot, a company that runs a series of wine tasting events, did with a personalized to 300 of its top customers.
You can do the same and include discounts or promotions, or simply let your customers know about your event with their invitation.
Create a pop-up shop for your own inventory
Pop-up shops usually allow brands to temporarily set up within another retailer&#;s store. But you can use this technique to showcase a particular line of products or segment of your own inventory.
Shake the Tree, a specialty boutique retailer in Boston, periodically changes up curated displays within its store. It currently features a corner stocked exclusively with barware&#;including glasses, cocktail shakers, and recipe books&#;that fits the vibe of the shop, but also has unique items that stand out against its other lines of inventory, like clothing and accessories.
The store&#;s customers probably didn&#;t come into the store specifically to buy barware. But the pop-up-inspired display creates a sense of fun and novelty, which can inspire customers to make additional purchasing decisions once in the space.
Not only will you be marketing right in-store, but with the seasonal strategy you&#;ll create a sense of urgency around the fact buyers need to make a purchase decision now before the product is gone.
Leverage cross-selling
POP displays are a great place to showcase complementary or similar products. Doing this will make it easier for customers to find products they can purchase together and, in turn, can increase their average purchase amount.
For example, if the jewelry store I mentioned earlier sells earrings, necklaces, and bracelets, coordinating sets or items that look nice together can be placed on the same POP display. Additionally, you could also display jewelry cleaner and storage on the same fixture to encourage customers to purchase add-on products they may not have thought about buying before.
Offer tangible or interactive experiences
As in-store shopping is ramping up again, physical retail is becoming increasingly competitive.
According to a commissioned Forrester Consulting study conducted on behalf of Shopify, 40% of brands say offering experiential retail will be a top priority for them in the next year, something 32% of consumers say they are likely to engage with. POP displays can be used to leverage experiential retail with tangible or interactive experiences.
For example, the jewelry store could create a section in its shop where products from its new summer collection are displayed in an area that has beach chairs, sand, and a bar where piña coladas are served.
The jewelry could be centrally displayed in a glass case with various lifestyle images placed around the space, showing customers how to wear the jewelry and setting a vacation vibe. Store staff could be stationed in the area to help customers try on items from the new collection. This is a great way to bring attention to the new collection in an experiential way.
Build an app for customers to use in-store
Customers today are more motivated to seek out the absolute best prices and deals before they buy. Eighty-four percent of millennials use smartphones in-store to assist them in a purchasing decision.
So meet them there with a branded retail app they can use to shop with you. The specific features of your app will largely depend on your store and the products you sell, so audit other retailers&#; apps to brainstorm ideas for your own.
You can include a variety of functions, including:
- Offering deals to customers directly in-store, like Target&#;s Cartwheel app.
- Generating loyalty by providing rewards (and gamifying the shopping experience by letting customers earn points), like Starbucks&#; app. Learn how to create your own customer loyalty program.
- Giving customers a chance to provide feedback and talk about their experience in a simple and easy way, like Render Coffee does:
Alternatively, you can use one of the retail POS software to closely track customer activity and purchases. With this data, you can provide customized offers and discounts to specific shoppers to increase sales or encourage a return visit to the store.
You can send out coupons via , or you can print offers directly on your receipts (like CVS does for ExtraCard users).
Optimize your point of purchase areas to drive more sales
Your point of purchase marketing can span your entire store, from useful displays that influence shoppers to indulge in unique or novelty items to stations where they can sample products, or at least test them out via a demo.
Your efforts can even include salespeople if they can provide guided demonstrations or trials. They can also act as a resource to customers engaging with displays or samples and assist them in making a purchasing decision.
As customers roam around the store, they can interact with a mobile app on a smartphone&#;which, if done correctly, can increase sales and sway decision making through special offers, specific discounts, or information on a specific product line (and where to find it within the store).
And of course, the literal point of purchase at the cash register is a final opportunity to boost sales with last-minute marketing tactics.
Take advantage of all these opportunities and you can optimize your entire retail space for point-of-purchase marketing that increases sales while feeling like a benefit for shoppers, through added value, information, and deals.
Base your point-of-purchase strategy on these three factors
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Consumer demand. Do research to understand what your target customers actually want and need. Then create POP displays to match that demand.
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Customer expectations. Think about the features and benefits your target market expects from the products you sell, then promote them via your POP display.
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Competitive advantage. Spy on your competition to see what types of POP displays they&#;re using in-store. If you notice some setups are catching the attention of more shoppers than others, try to emulate what works and improve what doesn&#;t.
How to measure the effectiveness of your POP
It might be difficult to keep an eye on your POP displays throughout the day, but you could assign store staff to watch performance or check your in-store cameras on a weekly basis.
Use these metrics to evaluate your POP performance and measure its effectiveness:
Impact. The number of shoppers who look at the POP display and make eye contact for an extended period of time.
Engagement. The number of shoppers who look at the display and interact with it or the products showcased by reading labels, touching, opening, smelling, or testing, for example.
Conversion. The total number of engaged customers who then put products in their shopping cart or basket to buy.
&#; PRO TIP: Want to measure how effective your point of purchase displays are? View the Sales by product report in Shopify admin to see if sales for an item increase after being featured on a display.
Lost conversion. The total number of customers who put products in their cart or basket, but then decide not to complete their purchase.
Leverage POP marketing in your store
No matter what products you sell, finding ways to highlight them and helping customers discover what you have in-store is crucial to the success of your retail business. POP displays are the perfect way to showcase new collections, advertise promotions, and entice customers to purchase more products.
Point of purchase displays FAQ
What are the benefits of point of purchase display?
- Increased Brand Visibility: Point of purchase displays have the potential to increase brand visibility and create a more memorable presence in the store.
- Increased Sales: Point of purchase displays can drive impulse sales by drawing attention to products and providing shoppers with an easy and convenient way to purchase them.
- Increased Brand Loyalty: Point of purchase displays can encourage shoppers to purchase more items from the same brand, increasing the chance of creating a loyal customer.
- Increased Profits: Point of purchase displays can increase profits by creating an attractive display that encourages shoppers to purchase more items, more frequently.
- Improved Shopping Experience: Point of purchase displays can create an enjoyable and memorable shopping experience. This can lead to customers returning to the store in the future.
What are examples of point of purchase?
- POS (Point of Sale) Terminals: These are the most common form of point of purchase and are typically found in retail stores. They are used to process payments and provide customers with an itemized receipt.
- Self-Checkout Kiosks: These are becoming increasingly popular in retail stores, allowing customers to scan and pay for their items without having to interact with a cashier.
- Digital Displays: These are often used in retail stores to showcase products and inform customers of special offers or discounts.
- Mobile Payment: This is becoming more and more popular as customers are able to pay for their items using their smartphones.
- Digital Coupons: These are often found on retailer&#;s websites and mobile apps, allowing customers to apply discounts to their purchases.
What is an example of point of purchase advertising?
An example of point of purchase advertising is a display at a retail store that promotes a particular product or brand. This might include a display stand with promotional materials or a promotional sign or poster. It could also include product samples or promotional offers at the point of sale.
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