Why Do I Need a Point-of-Purchase Display?
Point of purchase displays (POP displays) are simply a creative way to draw attention to a new product, service or to promote a special events. It is one of the few moments when all the elements of a sale (consumer, money, product) come together.
POP displays can be powerful visual manifestations of media advertisements. They can reinforce and remind consumers about the advertising messages they have seen before entering the store. Because of the recent increased interest, many stores have begun restricting the heights of displays to “preserve the vistas in each department.”
The “Impulse Buy”
Have you ever gone into a supermarket store with a list of 2-3 things you need and come out with 10? Don’t worry, you are not alone. Did you know almost 66% of all decisions to buy something are made while people are shopping? Of those decisions, 53% are classified as impulse buying. Emotionally driven purchases are one of the best ways to gain an edge in market share. POP displays are built to persuade the impulse buyer.
Why Should I Spend Money on a POP Display?
Marketers have seen an increase in POP expenditures because they often prove more productive than advertising and commercial strategies. A decline in sales support has also added to the increase in POP marketing, which of course increases the productivity of POP displays.
Did You Know: The cost to reach 1,000 adults with a 30-second network television commercial is $4.04 to $7.75, while the cost per thousand for a store merchandiser or a sign with a one-year life is only 3 cents to 37 cents. This includes the low production and installation costs of POP materials.
Point-of-Purchase Displays that Work
Here are 5 items to check as you begin to design your POP display.
- Check and double check the retailer’s size/space limitations.
- Research the store’s clientele and their needs/impulses. Your product could be FULL of benefits but your target market may only need to know about ONE.
- Location, location, location. Different areas in a store prompt different shopper responses. A great display will not always stimulate a sale. Understanding where your POP will be placed and the traffic flow in the store, will increase your chances for success.
- Don’t over design the piece. The POP display should be creative enough to catch the attention of the customer but not so much to encourage questions or objections.
- Pay close attention to the shopper’s line of sight. There is a science to the art of product placement and a POP display is no different. A shopper can’t buy what they don’t see.
For additional reading on POP marketing and strategy. Visit this article posted by the Harvard Business Review. Once you are ready to build your POP display, give us a call at 801-224-8666 or fill out the form below.
