Chapter 1: Why Choose a POP Display?
In today’s world, companies have countless ways to promote their product, from online ads to TV commercials. Despite the plethora of digital advertising options available, in-store promotions continue to be a critical part of marketing. Point-of-purchase marketing is so effective that manufacturers pay to have their products displayed in prime locations within a store.
Overall, companies spend billions on promoting their products each year. For example, advertising spending in the grocery store industry in the United States reached almost $247 billion in 2019. Why do companies focus their attention on in-store promotions? In this chapter, we’ll show why POP displays are essential and how they benefit product manufacturers.
Why Are Point-of-Purchase Displays Important?
Unlike commercials or social media ads, POP displays appear when customers are already shopping. They don’t interrupt a person’s favorite TV show or suddenly block the screen when someone’s reading a blog. POP displays are aesthetically pleasing and tempt shoppers to engage with the product without being too pushy. Some POP displays include educational information, which might help customers decide what to buy and make shopping easier.
People spend a lot of time in stores, so it makes sense to target customers as they shop or browse, eager to buy something they’ll enjoy. According to the U.S. Department of Agriculture, Americans spend an average of 46 minutes shopping for groceries, for example.
Another report shows that American shoppers spend an average of 30 minutes in grocery store aisles. That means companies have a half-hour to persuade consumers to choose their brand over a competitor. With a striking POP display, a company can crush the competition and win shoppers’ attention — just when they’re about to decide which product to buy. Businesses can also use POP displays to place their products in customers’ paths, even if they skip aisles.
If you’re still wondering if your company needs a stand-out POP display, here are more reasons these advertising mediums play a critical role in the retail environment and give brands a competitive edge:
People Still Prefer to Shop in-Store
Despite the popularity of online shopping, a survey from 2019 found that 84% of internet users prefer to purchase food, beverages and cleaning products in-store. The majority also choose to buy cosmetics, clothes and small appliances in person.
People still like to hold products in their hands before they buy them. Plus, customers want certain items right away and don’t want to wait for things to ship. If they need to return something, they can go back to the store they bought the item from and avoid shipping costs and related hassles.
POP Displays Reinforce Other Advertising Forms
If you’ve invested time and money in an online marketing campaign, you may be wondering if it’s worth making room in your budget for POP displays. As long as you plan to sell your product in stores, you’ll want to consider creating a unique display for your brand, no matter how many other forms of advertising you’ve used.
POP displays reach customers who may not be familiar with your products, even if you have a strong online presence. POP displays also complement other advertising forms and help customers recognize and remember your brand.
POP Displays Help Shoppers Decide
Many shoppers aren’t sure what they want. They may not know what type of snack they’re hungry for or which hair product to buy when they head to the store. According to the most recent Mass Merchant Shopper Engagement Study, 32% of shoppers do not make shopping lists, and 82% make purchasing decisions in-store. This means that many people go shopping with an open mind and expect to be influenced by a product’s advertising as they decide what to buy.
Some shoppers would rather not spend hours browsing and want to get what they need fast, even if they have a shopping list. In any case, a POP display draws attention and shows customers what a product is all about, so they can easily make a decision.
What Are the Benefits of POP Displays?
Point-of-purchase statistics prove that POP displays can make an impact and boost sales. For example, an analysis published in Business Research Quarterly confirms that end-of-aisle displays increase visibility and positively affect sales. Price promotions are also more effective when combined with end-of-aisle displays, according to the analysis.
POP displays provide many benefits to companies that want to promote their brand and get their products sold. If you’re ready to place your product on the shelves, creating a POP display is one of the most important steps you can take. Here are 11 benefits of POP displays:
1. Attracts Attention
Customers notice POP displays. Think of when you’ve encountered an eye-grabbing POP display. It was probably hard not to look at, and it’s likely your eyes scanned the display for something you might want to buy. Maybe the display was so enticing that you couldn’t resist picking the item off the shelf.
POP displays often use bright colors and striking imagery to capture shoppers’ attention and prompt them to interact with a product. A well-made POP display will also keep your merchandise from getting lost in a sea of options.
2. Encourages Impulse Buys
An effective POP display encourages shoppers to purchase items on impulse. Impulse buying is when someone suddenly makes an unplanned purchase. Customers might be prone to buying something impulsively if they want to lift a bad mood, reward themselves or fill a need like hunger or thirst. When they encounter marketing stimuli, like POP displays, it triggers impulse buying.
To see how impulse buying works, imagine a customer is bored, waiting in a checkout line. They suddenly notice an attractive POP display filled with delicious-looking chocolate bars. They toss the candy in their cart last-minute, excited to experience the pleasure it’ll bring without thinking about their diet. If the POP display had not been there, the chocolate bars might have blended in with the other nearby candy or seemed too ordinary to be worth the splurge.
Impulse buying is common. According to a meta-analysis published in the Journal of the Academy of Marketing Science, consumers spend an average of $5,400 a year impulsively purchasing items like food, clothing and shoes. If you want to inspire customers to buy your products on impulse, a POP display will help you accomplish your goal.
If you’re on a tight marketing budget but need to get your new product out there, consider POP displays. Compared to other advertising methods, like TV commercials, POP displays offer an inexpensive yet effective solution. Customers and employees will also repeatedly see your display, giving you even greater value for your money.
You can create POP displays that fit into your budget by choosing a cost-effective material. For instance, corrugated cardboard is an economical POP display material that costs less than wood, metal or plastic. With corrugated cardboard, you can create a durable, high-quality display that will strongly impact customers.
4. Increases Brand Awareness
Brand awareness describes how well customers recognize and remember your brand. When a company has a high level of brand awareness, it’s likely to sell its products. That’s because customers tend to purchase brands they are familiar with when faced with similar options.
Building brand awareness takes time and usually involves a variety of marketing efforts. POP displays are a way to increase brand awareness in-store and complement other advertising forms. You can use your POP display to share your brand’s unique story or showcase its personality. You can quickly teach new customers about your brand and keep your products fresh in existing customers’ minds.
5. Enables Precise Targeting
You can customize POP displays to target local shoppers and build brand loyalty within your region. For example, you might incorporate a local celebrity, team mascot, community tradition, iconic food or popular place in your display’s design. When local customers see your display, they’ll automatically connect with your message.
You can also place displays strategically within a store to reach a specific audience. For example, if you want to target hungry shoppers, you might put your display at the front of the store, where customers are likely to make an impulse buy before they check out.
6. Enhances the Shopping Experience
Many customers don’t go shopping just to stock up on supplies. They also look forward to getting out and having fun as they shop. POP displays can enhance a store’s visual appeal and make the shopping experience even more enjoyable.
Since POP displays are custom-made, you’re free to get creative and use colors and images that add beauty, excitement or a sense of calm to a retail environment. You might even use your display to create a complete sensory experience that customers won’t forget.
For example, shoppers might look at appealing images, touch the product and maybe even smell, taste or hear the item for sale. Unlike many other advertising methods, POP displays provide a three-dimensional experience that can linger in customers’ minds.
7. Effectively Promotes Sales
POP displays are an excellent way to promote on-sale items because they grab customers’ attention. You can print promotions, such as buy one get one, directly on the display in bold, cheerful colors. You can also add coupon tear pads or retail signage to your display to advertise deals as you spread brand awareness.
If you use POP displays as a sales promotion tool, you can increase impulse buys. Customers are more likely to purchase something on impulse if they’re getting a good deal.
8. Introduces New Products
Consumers crave new products. Younger shoppers, in particular, look out for fresh products and limited edition items when they shop.
With a POP display, you can illustrate a new product’s features in an exciting way, whether your brand is well established or you’re just getting started. Your POP display is an opportunity to quickly communicate to customers why they should give your merchandise a chance. Without the display highlighting the item’s benefits, customers might reach for brands and products they already know.
9. Educates Customers
Customers who are unfamiliar with your brand or product will have questions before they decide to buy. They might wonder how the product works, how it will benefit them or how it’s better than a competitor’s item. Maybe they’ll ask themselves if it’s something they need, want or can afford.
Your POP display is your chance to educate customers about your product and the problems it solves. You can include easy-to-read text on your display, helpful images or other informative content to show customers what your items can do for them. You might attach a brochure holder to your display to include more information.
If customers can quickly grasp what your product is about and how it can make their lives better, they’ll be more likely to make a purchase.
10. Allows Versatility
POP displays are easy to install and move around a store, especially if you create a corrugated cardboard display. This allows you and your retail partner to easily experiment with different store areas and see what works best.
For example, if you discover that your craft soda doesn’t seem to be selling near other soda brands, you might move your display next to seasonal products or checkout areas.
You can also use your portable display in various locations to spread your brand. Maybe you’ll place it in a store one week and bring it to a trade show the next.
11. Helps Retailers
POP displays help retailers promote your products. Although you’ll have to follow the store’s specifications regarding the display’s size, you’ll likely have some freedom when it comes to the colors, images, shapes, text and other design elements used. This allows you to show a retailer how you want to present your merchandise in their store.
By helping the retailer display your product, you’ll bring greater sales to their store and strengthen the business relationship you have — which is certainly something you want. According to research from McKinsey & Company, consumer goods manufacturers outperform competitors when they collaborate closely with retailers.
What Products Are Best for POP Displays?
You can use POP displays to promote just about any product, from pet supplies to sports equipment. However, they are especially beneficial for new products, seasonal items, on-sale items, consumer packaged goods and any products shoppers typically buy on impulse. Examples of items that consumers commonly purchase on impulse include:
- Household items
Point-of-Purchase Display Examples
You can find point-of-purchase displays in all areas of a store. For example, take a trip to your local supermarket, and you’ll discover endcap displays at the end of aisles, likely promoting seasonal products. In the checkout lane, you might see counter displays holding candy, gum or other small impulse buys. If you walk around the perimeter of the store, you’ll probably encounter display bins containing seasonal produce or clearance items.
For specific examples of POP displays, check out our case studies and success stories. At Creative Displays Now, we’re ready to design, manufacture and ship a custom, showstopping display for your brand. Contact us today to learn more or request an estimate.