Introduction
Picture going into a grocery store, planning to only buy the items you wrote on your list. But, as you walk through the aisles, you see a bright and attention-grabbing display that catches your eye. A new soft drink flavor is on the shelf, looking very nice. Without thinking, it goes into your cart. This moment is the power of POP marketing. Point of Purchase marketing, known as POP, is all about getting your attention and convincing you to make a purchase. It happens at the place where things are sold. It’s about understanding what looks good and where it gets the most attention. Research has found that putting POP displays in a good spot can increase sales by 30%. As we go deeper, you will see that POP is not just for looks. It’s a strong tool to change how we buy things. It turns every aisle into a chance to find something you haven’t seen before.
What are Point of Purchase and Point of Sale?
- Point of Purchase(POP): Marketers and store owners consider the best place to put products in the store, like the cool displays you see in the aisles or the items in the weekly ads.
- Point of Sale(POS): It’s just like when you buy and pay for things, whether it’s online or in a store at the checkout area. The POP is the area around the checkout counter, where you may see sales and new products being promoted.
What is POP Marketing?
POP marketing, also called Point of Purchase marketing, is a great way to show off products to shoppers in a store. It’s very effective in retail. It’s all about using attention-grabbing things like signs, bright digital screens, and special displays to get people’s attention. For example, a study found that putting items in a nice display by the store entrance increased sales by 30% compared to just putting them on a regular shelf.
The main goal of POP marketing is not just to display the product, but to make sure the customer remembers it when making a purchase decision. This is about sharing the story of the product in a unique and interesting way, so that people remember the brand and become loyal fans. Also, adding digital screens really gets people’s attention. In short, POP marketing uses eye-catching designs and strategic placement to increase retail sales and make a meaningful connection with shoppers, ultimately leading to customer loyalty.
Types of POP Displays
POP marketing, with its chameleon-like ability to adapt and evolve, manifests in various forms, each serving unique purposes. Let’s explore some prevalent types of POP displays that breathe life into retail industry:
Digital POP Displays: Electronic Shelf Labels
In an era driven by technology, digital POP displays have become a cornerstone in retail innovation. Electronic shelf labels, for instance, offer a dynamic and best way to present pricing, promotions, and product information, making them an invaluable asset for both retailers and shoppers seeking the latest details at a glance. These displays are especially effective in catching the attention of shoppers who may not have noticed the product on the traditional aisle shelf.
Floor Displays
Floor displays, or floor graphics stand out and catch your eye, unlike regular shelves. They are like the heroes for new products or seasonal stuff, placed just right to catch your eye and make you interested as you walk by.
Shelf Talkers
Shelf talkers are like a friend whispering tips to you. They are small tags or signs on the shelf that show product benefits, discounts, or what makes them special. Even if they’re not noisy, they can influence your decisions, especially if you’re just looking around without a specific idea of what you want.
Hanging Signs or Banners
When you look down from above, signages and banners help guide you to special products, deals, or areas in the store. They are very good at making you see things and showing you where to go.
Robotic POP Displays
In the future, some stores are using robotic displays that can talk and interact with you. These awesome gadgets can help you find out things, decide what to buy, or just have fun while shopping.
Every type of point of purchase display, whether it’s classic or has the newest technology, is important in making stores more interesting. Instead of just sitting there, products on display talk to you, grab your attention, and make you feel excited.
What are Key Benefits of POP Marketing?
The essence of POP marketing unfurls through its plethora of benefits, serving as a linchpin in the marketing strategy of myriad businesses. Here’s a closer look at the essential advantages of harnessing POP marketing:
Enhancing Brand Awareness
POP marketing is more than just selling things, it’s about sharing a story. When customers see cool and creative displays in stores, it makes them want to buy more and makes them like the brand more. This talent for presenting products in a fancy way can make a normal shopping trip more memorable, and it can make people feel more attached to the brand.
The Visual Appeal Factor
We all enjoy looking at nice pictures, and that’s what POP marketing is about. A bright and interesting display can make someone stop and look at it. POP displays are designed to be eye-catching. They use bright colors and are placed in a way that makes products stand out in a store. This helps to get the attention of customers and make the products look more appealing.
Encouraging Impulse Purchases
One good thing about POP marketing is that it makes people buy things on the spot. Marketers can get people to buy things on the spot by putting products in places where they make fast decisions, like at the cash register or the end of the aisle. This means people often add more things to their shopping cart, which makes their purchase cost more.
Cost-effective Advertising Solution: POP Marketing
Comparing the money spent on advertising on TV, radio, or online shopping, POP marketing is a more affordable choice. Buying POP displays can help sell more and make the brand stand out, which is good for the business. If a company wants to get more out of their marketing money, POP marketing is an easy and effective way to reach people when they are ready to buy related products.
Maximizing Product Exposure
In retail, it’s important to stand out. POP marketing makes products noticeable and gives customers a memorable experience. Marketers can show their products using displays that engage the senses in retail stores. This shows the product and tells shoppers why it’s special. It makes their shopping experience better and makes them feel good about the brand.
When you begin to learn about POP marketing, you realize it’s not only about where you place your products. Making a place where products aren’t just seen, but are also felt emotionally. This helps companies to talk to people and convince them to buy with a combination of purpose and creativity.
Examples of Successful POP Marketing Campaigns
In the records of successful marketing, there are examples of great POP marketing. These examples caught the attention of shoppers. They also expect great ideas and results. Here are some impressive campaigns:
- Coca-Cola’s Digital Display Units: Coca-Cola really knows how to grab your attention with its super cool digital price tags and freestanding displays right where you buy stuff. These displays are not only catchy with their iconic branding but also smartly show off their drinks, making you want to grab one on the go. It’s hard to walk past without noticing them.
- Target’s Holiday POP Displays: Target goes all out for the holidays, transforming their stores into a holiday-themed paradise with their special POP displays. These displays are all about getting you in the holiday spirit and making you want to pick up something that catches your eye. It’s a clever way to make shopping feel like part of the holiday fun, boost sales across their store. These campaigns are prime examples of how creativity and smart placement in POP marketing can do more than just up sales numbers.
POP vs POS Marketing: Which is Right for You?
POP marketing and POS marketing might look the same at first. However, they look at times when someone is shopping. POS marketing is about the moment when you decide to buy something. It helps people buy things easier at the cash register, shows good deals, and asks people to join loyalty programs. This is a big moment because it’s when you decide if you want to buy something or not. Having the right pitch can make a big difference.
However, POP marketing aims to connect with more people. It can be in a physical store or online. It aims to connect with people while they are shopping at various times. It’s more than just selling. This is about helping people choose what to buy when they go shopping.
Deciding if you should use POP or POS marketing depends on what you want to do, who you are talking to, and what you want your customers to do. It’s a good idea to use both POP and POS marketing at the same time. This is a good plan that helps people make choices and buy more.
| Aspect | POP Marketing | POS Marketing |
| Focus | Broad shopping environment | Transaction point |
| Goal | Influence shopper’s decision-making | Clinch final sale |
| Tactics | In-store displays, online ads | Offers at checkout, loyalty programs |
| Engagement | Early in shopping journey | At point of payment |
| Ideal For | Influencing early shopper behavior | Boosting sales and customer retention |
Navigating the Do’s and Don’ts of POP Marketing
To do well in POP marketing, companies have to be smart in how they go about it. Here are some good things to do and some mistakes to avoid:
Good Things to Do in POP Marketing:
- Know Who You’re Selling To: Make your POP displays and messages fit the people you want to buy your products. When you make things feel personal, people are more likely to pay attention.
- Keep It Simple and Clear: Being creative is good, but don’t make things confusing. Your displays should get your point across quickly and clearly.
- Use Technology: Add cool tech stuff like QR codes or fun touch screens to your POP displays. This makes shopping more interesting and can give shoppers extra info.
Mistakes to Steer Clear of POP Marketing:
- Don’t Make It Too Busy: Having too much going on or too many messages can make shoppers feel lost. Stick to one main idea.
- Don’t Forget How People Shop: Think about where to put your displays. They should fit into how people move around the store or look through a website without getting in the way.
- Always Be Ready to Change Things Up: Don’t stick to one way of doing things. Try out new ideas and see what works best. Sometimes, a strategy that worked once might not work again.
Conclusion
POP marketing is super important because it helps convince people to buy things right when they are deciding what to get. It’s a big deal for marketers who want to get the attention of customers, especially when there are a lot of stores and not much time to grab their attention. If you’re looking for someone with a lot of know-how to help you get better at POP marketing, Zhsunyco is here for you. They’ve got over 8 years of experience working with cool digital displays, like shelf displays that can show different stuff and digital price tags that can change. They’re all about helping stores do a better job at POP marketing.
