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- • Display Basics - Lesson 4: What we Need to Know to Help our Customers
- • Custom Merchandising Cardboard POP Displays
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It’s that time of year again and retailers are striving to implement the most effective holiday retail displays to boost sales and create a welcoming seasonal spirit. Point-of-sale displays are the most common choice for retailers during the holidays, but there are also many options for displaying seasonal merchandise throughout the store. The following list includes some of the most successful types of in-store displays that retailers have used during the holidays:
Festive Life-Size Versions of the Products on Display
Using a life-size cardboard version of the product on display is an increasingly popular option in retail settings during the holidays. Take, for example, a premium vodka manufacturer that recently offered its product in a blue velvet gift bag for the holidays. The company promoted their product in stores with a display shaped like a giant bottle of the seasonal edition, in the blue bag, with mistletoe tied around the top. Customers passing this display would see the life-size version, with the mistletoe that conjures up images of parties and fun, long before they see the actual bottles for sale.
Displays That Call Attention to Seasonality of Products
It’s common to see new products hit the shelves for a limited time during the holidays, as well as “seasonal” versions of popular products that people use year-round. In either case, it’s very effective to alert customers’ attention to the seasonality of the product. One of the best ways to let people know about limited-time product offerings is to use a display shaped like the seasonal product itself, but this is far from the only option. Anything that creates a sense of urgency through shape, design, text, or graphics is bound to boost sales.
Point-of-Purchase Displays Incorporating Text and Graphics
Many retailers have figured out the right combination of font and images to create a festive spirit while motivating customers to make last-minute purchases. Combinations of text and graphics can be used to catch holiday shoppers’ attention, to suggest how a product might be used around the holidays, to let them know about holiday promotions, or any number of other purposes. The text is an important component for creating a call-to-action, while the graphics are a significant part of reinforcing brand identity while creating a sense of the holiday spirit.
Retail Displays That Showcase Multiple Holiday Products
One of the best ways for retailers to maximize the usage of in-store displays around the holidays is to mix and match. Showcasing a variety of products in one display allows retailers to reach more customers in more niche markets without taking up a great deal more space or wasting unnecessary resources. Retailers might combine displays of products that could be used together, or place various items together that would make good gift ideas, or create a “stocking stuffers” display with a wide range of options, for example.
Just remember, the most effective holiday retail displays are those that create a festive mood with a sense of urgency about the products being promoted. The rest is up to you.
Introducing new in-store marketing campaigns including a variety of cardboard displays doesn’t have to be difficult if you know how to go about it. The key is to consider all your audiences, engage your customers, keep it simple, switch out displays at appropriate times, and measure the results. Keep reading to learn more about each of these simple, low-hassle steps to introduce new in-store marketing campaigns.
Consider All Your Audiences
One of the most important aspects of in-store marketing is considering your audience. There is more than one audience you should be catering to, however, as you choose your displays and decide what promotional message to communicate. There is more than one archetypal customer for most businesses, first of all. Most retail stores also fail to consider employees when designing their marketing messages. Not only do employees spend money where they work, they also convey marketing messages to customers who are more likely to miss the displays during their short time in the store.
Create an Engaging Message
This is perhaps the hardest part of introducing a new in-store marketing campaign, but the effort will pay off when customers feel engaged and inspired to spend more. Tired promotions – like buy-one-get-one-free sales or 10% discounts on less popular products that retailers are trying to get rid of – aren’t necessarily going to boost sales. A unique and memorable promotion that engages customers, on the other hand, will be more than worth your time.
Keep it Simple
Shoppers don’t want to be inconvenienced or feel like they need to make complex decisions as they peruse the shelves and displays of a store. Instead, it’s better to keep in-store display campaigns as simple and convenient as possible so customers don’t need to think much about it – they only need to buy.
Consider the Timing
If customers keep seeing the same displays month after month, they won’t feel inspired to swing by and see what’s new because they’ll already know it’s going to be the same. Switching out displays too often, on the other hand, is expensive and may leave many customers out of the loop. It’s important to consider the nature of the campaign, the time of year, the shopping habits of your customers, and the timeline for your next campaign so you can keep display up for the appropriate time.
Measure the Results
And, finally, make sure to measure the results of your in-store marketing campaigns so you can readjust for more success in the future. Which cardboard displays yielded the most sales? Which were ignored? Which displays in which locations of the store seemed to spark the most interest? What did employees have to say? It doesn’t matter how you do it, just make sure not to skip this vital step. Otherwise you’re doing your store a huge disservice.
Introducing new in-store marketing campaigns doesn’t have to be a headache. Just take it one step at a time and your next campaign should be more than worth the effort.
Point of purchase displays are one of the main staples of modern retailing, taking their prominent place at check-stands and sales counters across the globe. With holiday sales around the corner, encouraging customers to grab last-minute add-on purchases can really have a positive influence on your overall sales during the busy shopping times.
If you want to have the biggest impact on your bottom line as possible, consider these current trends in the point of purchase (POP) display industry, and see where you can take your products next.
It’s a Matter of Science
Believe it or not, the current trends in POP displays, and consumer behavior in general, aren’t just speculations; there is academic and extensive consumer research to back up much of what we know about point of purchase buying. One study, conducted by a team of researchers at UC Berkeley, found that shoppers are an astounding six times more likely to purchase something if they see it highlighted by a point of purchase display. Creativity counts too - savvy consumers are used to seeing the standard packs of gum and travel-sized toiletries. Try and make your POP displays stand out. Use color and signage that really gets customers looking.
Print is Still King of POP
Speaking of signage, when it comes to POP displays, print is still king. Although there have been many advances in digital display advertising, including LED screens and other electronic signage, these technologies are more expensive and often have proven to be no more effective than printed displays. That doesn’t mean a cardboard point of purchase display has to be traditional and boring, though. With innovations in design and graphics capabilities, the creative possibilities are virtually endless. Take advantage of the talented companies out there who design these items, as a little professional creativity often will pay for itself many times over in the added revenue you can generate.
Ultra-Specific Customer Targeting
Thanks to advances in information technology and consumer science, retailers and manufacturers have more information than ever to help them customize the shopping experience for their target customers. Some companies are even hiring consultants to advise them on the point of purchase habits of their target market. The benefits of their findings? Ultra-specific customer targeting means designing displays and creating retail experiences that take every detail of your target customer’s lifestyle into account - you’re speaking directly to their needs.
When in Doubt, Don’t Be Normal
A shopper may be faced with numerous displays of products from the time they enter a store to the time they reach the checkout stand. This has left retailers vying for shoppers’ attention. Creativity in structure and form is an undeniable trend for point of purchase displays, with everything from cut-out shapes to 3D printing. It’s clear that creativity goes a long way. Standing out from the norm can often be the difference in making the sale or not.
One thing is certain in 2014: the numbers about point of purchase marketing don’t lie. The question is, what are you going to do with this optimal space?
Corrugated POP displays typically promote products that a retailer believes customers will be tempted to buy before leaving a store. Whether it’s an impulse purchase or something customers need but may have forgotten, these little extras certainly add up for retailers. You can display virtually any products in corrugated cardboard units, from toys and electronics to books and DVDs to cases of beer and wine to pretty much anything else you can think of. You can place displays anywhere from the cash register countertop of a boutique shop to the point of purchase area in a big box store. For retail merchandisers, store designers and small business owners, the key to success with any in-store display is keeping things fresh.
So, make sure to mix up the types of POP displays you use, the products you’re promoting and the placement you chose in the point of sale area. Here are your basic options to choose from - mix and match wisely and preferably on a monthly or quarterly basis to keep your point of purchase displays as fresh as possible. At the very least, if you can’t change displays as often as you should, take advantage of the seasonal times of the year, when it’s easy to use themed-displays to really catch your customers’ eyes and get them in the mood to spend the extra dollars. Creativity can go a long way here, and it will pay for itself in the additional revenue you generate.
If you want to promote small gifts or impulse buys, cardboard countertop displays are the ideal type of display for the task. You can also use these cardboard counter displays to introduce new products to the public without the high costs of other advertising methods. Every time someone glances over at the display racks, they will be introduced to that product in a more tangible way than they may have by simply seeing it in an advertisement.
If you have larger items you want to promote near the checkout stands, cardboard floor displays may be the perfect solution. When placing cardboard floor displays near the point of sale area, it’s important to make sure they offer a unique structural design and creative graphics that will catch customers’ attention – ultimately encouraging them to make the purchase.
In addition to corrugated POP displays that market impulse buys, gift items and new products to customers at the point of sale area, you may also want to use retail signs to help promote a message or inform customers about upcoming promotions, sales and events. Choose from aisle violators, case cards, hanging signs, pallet wraps, standees and more to get your point across.
And remember, with the right creative graphics and designs, your corrugated POP displays can do double-duty. Even if customers don’t purchase the product that day, you may find you’re surprised at the lasting impact these displays could have, perhaps translating into a sale at a future visit to your store.
Do you rely on cardboard displays to sell toys and other products for children in a retail space? As a toy company or toy store, you know you need to market to both the purchasers (the parents or guardians) and the end-users (the kids). There are many different ways to display toys in a retail setting, though, and they might not all be right for your particular needs. Some displays are more appropriate for the aisles, or the endcaps, or the point of purchase area, for example. Whether you’re promoting a birthday special, new toy release, seasonal toys, accessories, or anything else, you should check out the following display ideas and see how they might fit into your current marketing needs.
- Cardboard Counter Displays
Counter displays are perfect for the small “impulse buy” - toys, gift items and other kids’ products are items you might consider displaying at the point of purchase area.
- Cardboard Floor Displays
Cardboard floor displays might be used near the entrance or exit, close to sales counters or around the aisles of a store to show off new toys, seasonal items or any particular products you want to promote during the current month or season. With the holiday season upon us, it’s the perfect time to take advantage of these types of displays.
- Pallet Displays
As the name pallet displays implies, these displays resemble a pallet in size and shape, but they can vary from corrugated full pallets to half-pallet floor displays. These may be the perfect solution in cases of a display that you might want to move around your space in effort to freshen it up half way through a season. Moving the entire display on a pallet will likely be much easier than breaking down and reassembling the entire set up.
- Retail Signage & Display Signs
If you just have an event, sale, promotion or any other information you want to share with customers, consider creative display signage that can help you get the point across with strikingly bold colors and eye-catching graphics.
- End Cap & Power Wing Displays
When displaying products near the endcaps or power wings of a retail space, these specially designed end cap cardboard displays are the perfect fit.
- Cardboard Brochure Holders & Literature Displays
Whether you’re selling children’s books or trying to get information out to the purchasers (i.e. adults), these custom corrugated cardboard brochure holders can be designed to hold any brochures or books you are selling.
- In-Store Displays for Club Stores
If you’re trying to sell toys or children’s products in a club store, you may want to consider extra-sized pallet displays, double-endcap displays or other in-store displays designed specifically for the big-box environment.
If you still don’t think you see the right kind of display for what you have in mind, also remember that you can always design and commission a custom display design to perfectly suit your needs. A little creativity goes a long way when you’re selling toys.