Few retail experts dispute 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.
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
- 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.