If you haven’t yet tapped into the potential of cardboard pop displays in your store, maybe it’s time you made some serious updates to the environment you’re creating in your retail space. The cardboard displays typically found in the point of purchase (pop) areas of stores are so commonplace that many of us don’t even think about them anymore. Consequently, many retailers fail to put a lot of thought into how they arrange this area, even if they are using cardboard displays to hold products near the registers.
The fact is that retailers can significantly increase revenues with a well-orchestrated point of purchase area that includes carefully selected products organized in easily accessible, eye-catching cardboard displays. If you feel you’re missing that special “pop” in your point of purchase area that could take your sales to the next level, here are three ways you can turn things around right now:
- Get Rid of the Clutter
Before you even start thinking about adding new displays or changing around your pop area, you should make sure the point of purchase area is clean and uncluttered. For some storeowners, putting things away until next year or reducing their price to get rid of them can be a difficult thing to do. But don’t let this happen. When one season ends, consider moving old items to a reduced-price section, and let the new products take center stage. This will create a space where the products that your customers want and need can truly shine.
- Get to Know Your Audience
If you want to make your customers feel like they’re in the right place and keep them coming back, you need to target the demographics that tend to spend the most time and money in your store. Figure out who your target audience is, and zero in on features, displays and promotions that coincide with the typical preferences of people in this group. There is plenty of data available on various demographics—including everything from the average income to buying patterns of people in that demographic—that you can use to your advantage. While you don’t want to make people feel as if they’re being manipulated, you do want to give them what they’re looking for.
- Do Something Different
While it may be tempting to recreate the displays and arrangements you’ve seen in other stores, this isn’t always the best way to stand out in a crowd. It is a good idea to see what others are doing and get a sense of what the trends are, but this should only serve as inspiration and not a template. Offer your customers something different so they will remember your store and your brand. Also consider how you can offer an advantage over other stores, such as special promotions and sales that can be displayed near the checkout stands. This sort of thing will remain in shoppers’ minds after they leave, even if they end up in one of those competitors’ stores.