Point of purchase displays are known to be highly effective for securing last-minute sales of products that customers weren’t even necessarily looking for. From tempting treats and seasonal items that shoppers may have forgotten to reminders about in-store promotions, there are many possibilities to boost revenues at the point of purchase before customers leave the store. And with the holidays around the corner, retailers can expect to make a big impact by installing displays that reach their customers at this critical point in their shopping experience. If you haven’t already considered the possibilities, it’s about time you take advantage of everything your store’s point of purchase area can offer. Here are a few suggestions to help unlock this wealth of potential just in time for the holidays.
Try to See Through Your Customers’ Eyes
Before you begin ordering new displays and filling your point of purchase area with new products and promotions, it’s important to think carefully about what your customers want and need. Try to imagine being a customer, finishing your shopping trip and being at or near the checkout stand. What would you be most likely to add to your shopping basket at this moment? What kind of promotion is most likely to catch your eye? It could be something a customer doesn’t even realize they need until they see it, or it could be something they don’t need at all but simply can’t resist. Most importantly, it should be something that can boost revenues.
Include an Easily Recognizable Call to Action
When customers see a display as they are nearing the end of their shopping trip, they should be inspired to take immediate action. Whether you want customers to make a purchase or remind them of a special sale going on now or in the near future, the display should make them feel as if immediate action is necessary. You don’t want to use high-pressure tactics or be too obvious about your intentions to increase revenues, but you do want customers to act fast.
Be Consistent in Branding and Promotions
The types of displays you place near the point of purchase area should be consistent with the overall flow, design and color schemes of your store, and they should incorporate text and images that reflect the same atmosphere you have created throughout the retail space. Furthermore, if you’re using similar displays at more than one location, they should all be consistent with one another.
Update Signs, Add Giftwrap and More
While you’re taking all the time to update your point of purchase displays for the holidays, it’s also a good idea to change your signage to match and add some extra-special holiday touches such as giftwrap services. With all these new additions and updates in place at the same time, you will accomplish much more than if you just changed the signs or just added new displays. When customers come and go from your store during this critical retail season, they should feel like they’re having a completely different experience than they would any other time of year.