Few retail experts dispute the idea that POP displays hold a powerful potential to increase sales and build brand awareness. There is some disagreement, however, as to which type of display is most effective and cost-efficient at the point of purchase: permanent or temporary. Which kind of displays will work best for your point of purchase promotions? The following post will shed some light on the subject and hopefully help you decide what’s best for your products.
Displays made of corrugated cardboard are generally thought to be more temporary (i.e. built to last approximately 3 months). The main benefits of temporary displays are their low unit cost, and their seasonality, both of which make them very appealing. To be able to switch out displays based on the time of year is a huge advantage, allowing retailers to remain fresh in the eyes of their customers. Beyond this, they can also take more risks with these affordable temporary displays, because if one display doesn’t work out, then they can just order a new display a few months later. POP display companies regularly offer convenient options to reorder new point of purchase displays throughout the year, so when the seasons change, vendors can be ready with a fresh, new look.
While temporary displays serve many purposes and can be useful for their flexibility and low cost per unit, distributors and stores must weigh the pros and cons in comparison to permanent point of purchase displays.
Permanent displays (those that could last up to a year) are considered to be a long-term investment. A permanent display might be made from many combinations of materials, ranging from plastics to metals to woods. Thick cardboards may also be used in the construction of semi-permanent displays, which last longer than temporary displays but also come with a higher price tag. Price is one of the biggest deterrents to choosing a permanent display rather than a temporary one. In some cases, the start-up charges are lower thanks to advances in technology and machinery, and over time the investment may be worthwhile, but there is a lot of risk involved as well.
Factors to Consider When Choosing a POP Display
Here are a few factors to consider when weighing the pros and cons for any point of purchase display:
- the need for continuous, unrevised brand presence
- designs, graphics, and choice materials
- The lifespan of the marketing campaign
- the needs of your retail partners
The point of POP displays is to increase sales and bring distributors the most return from their initial investment. Temporary displays are typically a better value, although there are some unique circumstances where permanent or semi-permanent displays may be a sensible, long-term solution. If you’re trying to make the most of your retail sales with a big boost to the point of purchase area, you’ll want to consider which of these options (or if a hybrid option) is right for you. Choosing the displays that will best suit your products in the point of purchase environment where they’re being sold is one surefire way to increase sales.
Benefits of Temporary vs. Permanent Displays
Temporary and permanent POP displays are designed for the same purpose — to increase revenue, spread brand awareness and attract impulse buyers. Whether you go for a long-term or seasonal option, a well-made display should accomplish these purposes. However, beyond their overarching purpose, temporary and permanent displays offer unique benefits to retailers. If you’re debating between the two, consider the advantages of each.
Temporary Retail Display Benefits
Because of its short-term nature, a temporary display is typically the more cost-effective option. Built with disposable, recyclable material, temporary displays provide the utmost flexibility. They can be pre-packed or shipped flat, and they’re generally used for a brief promotional window. The benefits of a temporary display include:
- Flexible customization options to enhance branding and product promotion
- Fresh, constantly changing visuals that keep customers interested
- An affordable way to regularly introduce new products
- Easy mobility to different locations as needed
- Convenient storage and space effectiveness
- Timely signaling to customers about current promotions and special deals
Permanent Retail Display Benefits
Despite the added cost and likelihood of becoming out of date, permanent displays can be beneficial in certain business scenarios. If your company is sure that a product will need long-term promotion, permanent display styles may be the way to go. Benefits include:
- Long-lasting quality as a result of sturdier construction
- Damage resistance
- Access to a permanent and predictable structure in the store
Temporary vs. Permanent Displays — Which One Should You Use?
Both display styles can offer ample benefits to your brand. However, unless you’re sure you’ll want to use the same display for years to come, the benefits of a temporary structure will likely outweigh those of a permanent one.
Because of the startup costs for a permanent display — not to mention the time involved in prototyping, manufacturing and distributing it — brand managers should plan on at least one to two years of product turnover in their return on investment calculations. In an ever-changing market, there’s often no way to be sure that the same product and branding will be relevant a few years down the road. On the other hand, the affordability, speedy creation and replaceable nature of temporary displays make them a low-risk, high-reward investment.
Popular Styles of Temporary Retail Displays
Temporary displays come in all shapes and sizes. Creative Displays Now uses a custom approach that further expands your options, as you can add branding and imaging with our temporary retail display printing capabilities. Temporary displays are popular among a number of different industries for the promotion of products like:
- Nutritional items
- Fresh produce
- Hardware supplies
- Pet supplies
And much more! Businesses of all kinds choose temporary displays to help advertise new products. This option is particularly helpful for seasonal products, such as holiday-related items and summer goods. From floor displays and hanging retail signage to endcap displays and display bins, temporary structures can draw customers’ attention to timely products.
Create Your Own Temporary Point of Purchase Displays
Ready to promote your products and watch your sales soar? You can create your own custom POP retail displays today with Creative Displays Now. With more than 60 years in the packaging and display business, we offer unmatched expertise and customization options. Every stage of the process happens entirely in-house for the ultimate speed and production quality.
Want to learn more about POP displays? Check out our Beginner’s Guide to POP Displays to learn everything you need to know about these types of displays.
Ready to get started? Request an estimate for your retail display ideas today and we’ll bring them to life!