An eye-catching Point of Purchase display (POP) can make a sale from across a crowded store. Think of a POP display as a miniature billboard that exhibits your brand identity in a retail space.
Avoid unprofessional and inconsistent Point of Purchase displays by partnering with an experienced packaging company. A qualified printer will create a striking POP display that matches your product packaging for an affordable price and deliver the final product in a matter of weeks.
You’ve probably seen Point of Purchase Displays at convenience stores and shopping centers. Point of purchase displays are physical or digital marketing displays placed in retail stores to advertise products and encourage customers to buy multiple products from the same brand.
POP displays include countertop installations, trays, and floor stands. Use your Point of Purchase display as an opportunity to create mental connections between your whole product line. If you remain consistent with branding, colors, and materials, consumers will get a sense of your overall brand identity. Then when they seek out one product, they will be more likely to try your other merchandise.
Use POP displays as a part of your overall advertising strategy. POP displays are a great complement to traditional advertising because customers encounter them when they’re already prepared to make a purchase.
Point of Purchase displays are usually placed near the checkout area in a retail space so consumers are more likely to buy items at the last minute. Psychologically, POP displays create a permission structure for consumers to buy one or two more items than they planned to purchase.
In fact, a study showed that 96% of shoppers are affected by POP material, and 93% of shoppers make an unplanned purchase every time they go to the store. Elevate your brand in the consumer’s mind when they are about to check out and you can likely make an additional sale.
Before you commit to a POP display design, consider your key demographic so you can target the appropriate audience. Determine the retail spaces where you will place your POP displays and focus your attention on their clientele.
Bear in mind that consumers trust print advertising much more than digital advertising, so Point of Purchase displays are a great opportunity to make a compelling pitch.
Consistency between your packaging and POP display is vital. Create a cohesive brand identity by matching product packaging with the colors and artwork of your POP display.
Beyond aesthetics, it’s important to consider the functionality of your Point of Purchase display. If you want to sell your products in smaller stores with limited space, you should probably opt for a countertop display. But if you’re selling in big box stores like Costco or BJ’s, use a floor display to draw attention to your brand in an overcrowded space.
Regardless of where you place your Point of Purchase display, it’s imperative to use engaging language. Highlight the best aspects of your product line using flashy, concise wording. If you catch a shopper’s eye, you will be much more likely to make a sale.
You have many options to choose from when creating an amazing POP display. Here are three examples of GPP’s past displays:
Counter displays are a great option if you have limited space to showcase your goods. Retailers often place low-cost items like gum, lip balm, and bookmarks in counter displays near the checkout. Consumers are more likely to purchase from counter displays because they are placed at eye level.
Floor stand displays are the most common type of Point of Purchase display. They are generally placed near aisles with similar products and offer an opportunity to highlight seasonal or limited-edition merchandise.
Shelf talkers are hanging displays that directly attach to store shelves. Use engaging graphics and informational ad copy to break customers out of their shopping routine and attract additional sales. Shelf talkers raise the profile of products that might not other catch a customer’s eye from the shelf.
Consistency is one of the biggest issues brands face with Point of Purchase displays. In order to keep cost-per-unit low, companies often order from several different printers, creating a confusing brand identity between their display and packaging.
Finding one reliable packaging company eliminates these concerns. Work with a qualified printer that can design your display and packaging in-house. Create a visual link by matching colors, materials, and artwork across your whole product line.
When in doubt, ask your printer for packaging samples, so you can test different models before you choose a final design. This will save you money in the long run and help you avoid inconsistencies in product packaging and Point of Purchase displays.
If you want to increase retail sales and attract repeat customers, Point of Purchase displays are a time-tested solution. Not only will an eye-catching design attract customers’ attention, it also provides an opportunity to present your brand’s identity and values.
Using this proven method, you can create mental links between your product packaging and your POP display—which all contributes to a cohesive brand image. Point of Purchase displays are a great way to level up your advertising strategy without breaking the bank.