Are you making the most of your POP displays? These in-store display units, also known as point of purchase displays or point of sale displays, are an integral part of the shopping experience that retailers create for their customers. The goal of placing such displays near the cash registers or exit area is to make one more sale before the customer leaves.
Manufacturers often utilize these branded displays along with the products they carry in large retail stores, while small businesses may select and arrange their own point of purchase displays. If you aren’t making the most of your POP advertising and displays, here are three rules to live by that should help you increase sales and create a more complete shopping experience.
- Match Your Displays to Your Business Goals
There are as many different kinds of POP displays as there are products and businesses. When choosing displays for your point of purchase area, it’s important to consider what you’re trying to accomplish at the moment. If you have news to share with customers about an upcoming sale, contest or promotion, you may choose banners, danglers, hangers or signs. If you are trying to promote certain products during the holiday season, then you may consider countertop and floor displays that put gift items and small impulse purchases in customers’ line of sight.
- Make Sure You Stand Out in the Crowd
With today’s competitive business environment, it’s important to be different from other companies in your industry and the local market. Whether you’re trying to promote your products in another company’s retail space, or arranging the displays in your own store, you will benefit most by being creative with your displays. The larger the store, the more impact each display will need to have to get noticed by the customers who are passing through.
- Consider Ways to Trigger Customers’ Emotions
Marketing really is about psychology as much as it’s about anything else. It’s all about connecting with customers and creating an emotional experience, however subtle it may be. If you want to increase sales at the point of purchase area in your retail space, you will need to consider and use the triggers that connect with people’s impulse centers. This way, they are inspired to purchase the items being displayed – these are often the last minute purchases that most shoppers weren’t directly interested in when they first came into your store. Impulse buys, particularly during the holiday season, can make up a distinct portion of your revenue. Take advantage of this opportunity to really make those extra sales. Discounts or bundles are good incentives, for example. If you want to promote an upcoming sale or event, you will benefit from making the information stand out in people’s memory once they’ve left. The added bonus here is they are leaving your store already thinking about coming back!
POP displays can be powerful selling tools – be sure you’re taking full advantage of the useful space at the point of purchase.