It’s critical to draw customers in and increase sales in the cutthroat world of retail. Point of purchase (POP) displays are one effective technique that merchants and marketers use. These tactical retail marketing tools aim to highlight goods, raise brand recognition, and stimulate impulsive buys. We’ll go into the world of POP displays in this post, looking at their description, many varieties, and the important advantages they provide to businesses.
POP displays are becoming a crucial component of contemporary retail tactics. 82% of purchase choices are made in-store, according to a Point of Purchase Advertising International (POPAI) survey, underscoring the enormous potential of POP displays. Retailers may build engaging shopping experiences that boost sales and foster brand loyalty by utilizing the power of these displays and comprehending their subtleties.
What are Point of Purchase Displays?
Point of purchase displays are promotional materials that are positioned around or next to the products they are promoting. The purpose of these displays is to draw customers in, enlighten them about the goods, and eventually sway their decisions to buy. POP displays come in many different shapes and sizes, including digital signage, endcap displays, shelf talkers, and freestanding units.
POP displays’ main goal is to produce an eye-catching and captivating presentation that distinguishes the marketed goods from the competitors. POP displays try to get customers to interact with the items and buy them by emphasizing their main characteristics, advantages, and exclusive deals. By directing shoppers through their shopping experience and enticing them to investigate the featured products, these displays act as silent marketers.
POP displays can be grouped into three main types based on their duration:
i. Temporary POP Displays – These temporary displays are only for a short time such as during seasonal sales, new product launches, or special offers. They are often made of light materials and are easy to assemble and disassemble.
ii. Semi-Permanent POP Displays – Semi-permanent displays last longer than temporary ones but they’re not permanent. These kinds of displays can be used in the case of ongoing promotions or to represent a given line of products. They are built with stronger materials which can be changed when required.
iii. Permanent POP Displays – Permanent pop displays designed to stay in the store for quite some time. They can also be used to display important products or establish brand sections within the store. The former is made using good quality heavy duty materials that can withstand a busy retailing environment.
How do Point of Purchase Displays Work?
Point of purchase (POP) displays work by using visual merchandising and consumer psychology. They are made and placed in a way that grabs shoppers’ attention when they are about to make a purchase. POP displays use bright visuals, clear messages, and good spots in the store to make shopping more exciting and convincing.
One important reason POP displays work well is that they can interrupt the shopper’s path and make them curious. By putting displays in busy areas, like at the end of an aisle, stores make sure more people see the promoted products. Also, well-made POP displays can show key product details, like special features or limited-time deals, helping shoppers decide quickly.
Key Differences Between Point of Purchase and Point of Sale Displays
Despite their frequent interchangeability, point of purchase (POP) and point of sale (POS) displays differ in a few important ways. POP displays are deliberately positioned marketing elements that draw attention to particular products and entice impulsive purchases across the store. They are located in a variety of places, including standalone units, action lanes, and end caps.
POS displays, on the other hand, are usually seen near the checkout or cash register area, which is where the actual transaction happens. The purpose of these displays is to draw in customers as they near the end of their shopping trip and entice them to make impulsive purchases. Smaller things that are simple to grab and add to the shopping basket, such candy bars, magazines, or travel-sized goods, are frequently included in point-of-sale displays.
| Aspect | POP Displays | POS Displays |
| Location | Various places around the store (standalone units, action lanes, endcaps) | Near the checkout area |
| Purpose | Draw attention to particular products and entice impulsive purchases across the store | Draw in customers as they near the end of their shopping trip and entice impulsive purchases |
| Product Types | Various products | Smaller items like candy bars, magazines, travel-sized goods |
Which is Better for Your Store?
POP and POS display selection is based on your store’s design and advertising objectives. While POS displays work well to boost hurried purchases at the checkout, POP displays work well to draw attention to particular goods across the shop. Which display type is suitable for your shop will depend on your target market and the kind of items you want to promote.
8 Effective Point of Purchase Display Types
Freestanding Displays
Freestanding displays are standalone units that may be positioned anywhere in the store. They are easily movable to prime locations or busy areas, giving you flexibility in placement. Larger merchandise or intensive brand experiences work well with free standing displays. They might be utilized, for instance, to draw attention to a new line of electronics, clothing lines, or holiday décor. These displays may be made to complement the branding and aesthetics of the items they represent and frequently make a big visual impression.
- When to Use: Ideal for promoting new or seasonal products in high-traffic areas to maximize visibility and engagement.
Vendor Shops
Vendor shops are dedicated spaces within a retail store that showcase a specific brand or product line. These displays create a “store-within-a-store” concept, allowing brands to have a distinct presence and provide a focused shopping experience. Vendor shops often feature custom fixtures, signage, and interactive elements to engage shoppers. For instance, a beauty brand might set up a vendor shop with mirrors, product samples, and beauty consultants to provide personalized advice and demonstrations. This setup enhances the brand’s visibility and creates a dedicated area where customers can explore the brand in depth.
- When to Use: Best for establishing a strong brand presence and offering a comprehensive, immersive shopping experience for specific product lines.
Shelf Talkers
Small, eye-catching signage called “shelf talkers” are fastened to store shelves. They are intended to draw attention to certain goods, deals, or salient characteristics. Shelf talkers are inexpensive and simple to update with fresh promotions or product details. They work especially well at bringing attention to goods that could otherwise be lost in the crowd. A shelf talker might, for instance, highlight a product’s special qualities, like that it’s organic, currently on sale, or a customer favorite, to assist customers in making prompt and wise purchases.
- When to Use: Effective for highlighting promotions, special features, or new products directly on the shelves to influence purchasing decisions.
Digital LCD Signages
Dynamic and visually striking, digital LCD signages use high-resolution panels to present merchandise, special offers, or brand material. Customers may interact with these displays in a fun and dynamic way by programming them to alternate between different messages or images. Real-time updates and remote management are features that make digital signage flexible and adaptive. Engaging customers and improving the in-store experience, they may be utilized to broadcast films, product lessons, live social media feeds, or current specials.
- When to Use: Perfect for creating dynamic, up-to-date promotional content that can engage and inform shoppers in real time.
Dump Bins
Large, open bins brimming with merchandise that customers may freely peruse and choose from are known as dump bins. These exhibits are frequently used to advertise seasonal goods or smaller, impulsive buys. Dump bins may foster a sense of value and plenty by enticing customers to engage with the product. They are frequently utilized for goods including snacks, toys, and clearance merchandise. Dump bins’ relaxed, rummage-through vibe might draw customers searching for good bargains or unusual findings, increasing sales of certain products.
- When to Use: Great for showcasing discounted, impulse-buy items or seasonal merchandise to encourage spontaneous purchases.
Endcap Displays
Endcap displays are excellent places to exhibit merchandise since they are situated at the end of store aisles. Because of their prominent placement, these displays have the power to draw customers’ attention as they go through the store. Endcap displays are frequently used to advertise new arrivals, limited-edition goods, and promotions. An endcap could showcase items with a festive theme, packaged bargains, or a new range of snack products. Endcaps have the power to greatly impact consumer decisions and increase sales of the items they represent due to their prominent positioning.
- When to Use: Ideal for promoting high-visibility items such as new launches, special offers, or seasonal products to capture shopper attention.
Banner Stands
Banner stands are portable, lightweight displays that feature a printed banner stretched over a collapsible frame. These displays are versatile and can be easily set up in various locations throughout the store. Banner stands are effective for promoting sales, events, or brand messaging. For example, a banner stand might advertise an upcoming in-store event, a limited-time discount, or a brand’s new product launch. Their portability and ease of setup make them a convenient option for temporary promotions and announcements.
- When to Use: Useful for temporary promotions, events, or highlighting specific sales and messages across various store locations.
Digital Price Tag Displays
Digital price tag displays are electronic shelf labels that take the place of traditional paper price tags. They can be updated from a distance, which means prices and promotions can change instantly. Digital price tags make shopping better by giving correct and current information, and they also make store operations smoother. These tags can show prices, product details, promotional messages, and stock levels. This technology saves time and effort because staff don’t have to change price tags by hand. It also makes sure prices are always right, which makes customers happier and helps the store run more efficiently.
- When to Use: Best for maintaining accurate and up-to-date pricing and product information, especially in stores with frequent price changes.
Benefits of Point of Purchase Displays
1) Increased Product Visibility
One of the primary benefits of point of purchase displays is their ability to increase product visibility. By placing displays in strategic locations and using eye-catching visuals, retailers can draw attention to specific products and make them stand out from the competition. Increased visibility leads to higher brand recognition and can ultimately drive retail sales.
2) Enhanced Brand Awareness
POP displays provide a great opportunity for brands to showcase their brand identity and values. Through custom designs, logos, and messaging, displays can effectively communicate a brand’s unique selling points and create a lasting impression on shoppers. Consistent and engaging POP displays can help build brand awareness and foster customer loyalty.
3) Impulse Purchase Stimulation
Point of purchase displays are particularly effective in stimulating impulse purchases. By placing displays in areas with high foot traffic or near the checkout counter, retailers can entice shoppers to make unplanned purchases. Attractive visuals, compelling offers, and strategically placed merchandise can trigger the desire to buy, leading to increased sales and revenue.
4) Cost-Effective Marketing
Compared to other forms of advertising, such as television commercials or print ads, POP displays offer a cost-effective and great way to promote products. Displays can be designed and produced at a relatively low cost, and they have a longer shelf life than other promotional materials. Additionally, POP displays directly target shoppers who are already in the store and ready to make a purchase, increasing the likelihood of conversion.
Efficient Design Strategies for POP Displays
Eye-Catching Visuals
POP displays have to grab the attention of the shoppers and this can only be achieved by having good graphics on the display. Bright colors, clear images, and beautiful graphics can help to make a display more eye-catching and memorable. The right design should reflect the brand and convey the main messages about the products being advertised.
Clear Messaging
Besides, the POP displays should have good graphic designs and the message on the display should be well written and comprehensible. The response should be clear and should be able to communicate the key benefits of the products in a concise manner. Promotional messages can be about the features of the product, a discount or any other incentive that may persuade the consumer to make a purchase.
Strategic Placement
The location of POP displays is very important in determining the effectiveness of the POP displays. They should be placed in areas where people are likely to pass through, for instance near the doors and corridors. This way, the products that are to be promoted are placed in areas that are easily noticeable and accessible by the potential customers.
ZhSunyco: Your Digital POP Display Solutions
At ZhSunyco, we offer a wide range of digital POP display solutions to help you improve your in-store promotions. The advanced technology and knowledge of visual merchandising enable us to design eye-popping and immersive installations that attract customers and boost sales.
Our range of digital POP displays includes:
- High-resolution LCD screens for dynamic content delivery
- Smart shelf displays for real-time product information and pricing updates
- 4-color digital price tag solutions for real-time pricing updating and inventory management
ZhSunyco’s digital POP custom displays are the perfect solution for taking your point of purchase marketing to the next level. Our team of professionals will consult with you to determine your specific requirements and create a strategy that will fit your brand and marketing objectives.
