Chapter 4: Strategies to Boost Sales With Custom Displays

POP displays are part of an effective marketing strategy to sell more products in retail spaces. They attract more customers to your merchandise and help them make purchasing decisions that benefit your brand. This chapter shows you strategies for boosting sales with custom displays.

What Is POP Marketing?

A point of purchase (POP) includes any area inside a store where customers make purchasing decisions. Messaging or promotions within the point of purchase are considered POP marketing, which persuades potential buyers to make a purchase.

POP displays are a significant part of POP marketing. They draw attention to a product and highlight its features to aid decision-making. For example, a POP display for a shampoo line could explain which formula is ideal for specific hair types. Customers can quickly choose the right shampoo and pick it up from your display.

The easier it is for shoppers to find your product and add it to their cart, the more likely they are to purchase it. Studies show that customers may experience checkout hesitation, and providing more details on factors like product description can help reduce purchasing doubt. As a result, POP displays can boost your sales significantly.

A well-designed retail display is the foundation of any POP marketing strategy. Investing time and effort into creating an effective fixture will significantly impact your bottom line. POP displays are one of the most effective strategies to boost purchases. 

How to Boost Sales With Custom Displays

Designing and using custom displays correctly can help boost sales now and in the future. Consider these custom display strategies to make your POP marketing even more effective:

1. Location

Most retailers design their stores to direct shoppers down a predetermined path. Placing your display along that path will give your products maximum visibility and purchase opportunities.

Several retail chains corral their customers toward the checkout through a path of product displays. This strategy is especially effective for smaller, more affordable items. Since customers are already purchasing something, they’re more willing to add extra items that won’t raise their total significantly.

It’s also important to consider the merchandise surrounding your display. For instance, a flower company could place a retail display near the candy aisle the week before Valentine’s Day. Shoppers are more likely to grab a bouquet while picking out chocolates than if they walk across the store to the gardening section. It also separates your merchandise from your competitors, so they choose your product before seeing any other options.

2. Incentives

Providing samples, product demonstrations and interactive experiences with your POP displays helps influence customer buying decisions. For example, a display for electric toothbrushes could have test models attached so customers can experience the product before they take it home. Providing incentives attracts more customers to your display and creates a memorable first impression of your brand.

3. Upselling

Upselling is a sales technique that encourages shoppers to purchase an item that’s slightly better than what they planned to buy. The key to upselling with POP displays is educating consumers about your product’s features so they realize that purchasing from your brand is in their best interest. Upselling boosts revenue by motivating customers to buy specialty or higher-priced items from your brand.

4. Cross-Selling

Cross-selling is another sales technique that motivates consumers to add items to their cart that complement other purchases. For instance, marketers might put a sidekick display of ketchup and mustard on an endcap with hot dog buns. You can boost your total sales by positioning your product near complementary goods.

5. Personalization

Custom POP displays allow you to target your design and messaging toward a particular demographic. Create a personal display with relevant information and features your target market will appreciate. For example, Generation Z and Millennial consumers are 15% more likely to purchase from a brand they rate highly on humanity. You could donate a portion of your sales to charity and create a POP display highlighting your contributions.

6. Experiences

As online shopping has become increasingly popular, a tangible shopping experience has helped retailers prevail. Around 84% of sales occur in physical stores, so investing in in-store marketing is a smart idea. 

POP displays are a versatile tool you can use to create an interactive retail experience. They make items easily accessible for shoppers to touch and explore. You can take it one step further by creating a tactile experience around your display. For instance, you can string your products like ornaments from a POP display shaped like a pine tree during the holidays. Shoppers will delight in the Christmas spirit while pulling the item from a branch and adding it to their cart.

How to Create Custom Displays That Increase Sales

To boost sales with custom displays, you must start with a strategic design. Consider these strategies to make a good POP display:

1. Color

Color is a crucial component to the success of your POP marketing. Color can evoke an emotional response from shoppers, impacting their impression of your brand. Choosing a color that attracts attention and reflects your intended messaging is essential.

For example, shoppers associate red with hunger and urgency, so merchandisers often use it to market food or clearance items. On the opposite side of the color wheel, customers associate green with health, nature and relaxation. Brands often use green to market self-care, eco-friendly and all-natural products. Find a color that suits your products and use it consistently across your marketing campaign.

2. Material

In addition to choosing between a temporary, semi-permanent or permanent display, you must also select a material to support your product. Your display must be functional and well-made to reflect the quality of your merchandise. The best options are plastic and corrugated cardboard because they are lightweight and easy to move around the store.

3. Shape

When creating a custom display, you can choose almost any shape and configuration you desire. The ideal shape depends on many factors, such as:

• The size and weight of your product.
• The marketing goal you hope to achieve.
• Your brand’s style and personality.
• The type and location of the display.

4. Complementary Design

Your POP display and packaging designs must work together to achieve your marketing objectives. The primary goal is to get customers to purchase your products. While you want your retail display to capture attention, your products should be the main attraction. To achieve this balance, you must pair attractive product packaging with a custom display that complements your design. A cohesive display looks polished, professional and exciting.

5. Compliance

Whether you’re designing a floor stand, pallet display, display bin or custom endcap display, the retailer often has specifications and requirements that you must follow. Meeting these rules is essential for safety and ensuring customers have positive shopping experiences. Make sure that your design complies with these restrictions so you can promote your product in as many stores as possible.

Start Designing Your Custom POP Displays

A POP display is a valuable tool to help your products stand out in retail spaces. They showcase your products in the customer’s path, rather than crowded shelves, where people are more likely to come across your merchandise and add it to their carts.

Creating a cohesive POP display can help your brand attract more customers, motivate impulse purchases and share product information. You can customize different retail fixtures to fit your products and marketing objectives. Custom displays allow you to create your own design and messaging to achieve specific goals.

There are countless benefits to making custom POP displays part of your CPG retail strategy, and they can achieve a significant return on investment. They’ve helped businesses build their reputation and boost sales for years.

Design your custom POP displays with Creative Displays Now. Our team of experts will help you through every step, from creating a design and prototype to manufacturing and distributing the finished display. We complete the entire process within our facility for maximum control over the quality and speed of production. We’ll use our cutting-edge equipment to help you create a completely customized display for your products. Get started today with a free estimate.