Even with the growth of online shopping, consumers still prefer traditional retail stores and crave the in-person shopping experience. Approximately 58% of U.S. consumers visit a physical store at least once a week to make a purchase. While this sounds like good news to producers, millions of products are competing against each other to get from the shelf to the checkout line.
As a producer, you can spend as much money as you want on online advertising and larger-than-life marketing campaigns. But with 80% of consumers making their buying decisions when shopping, you shouldn’t overlook the potential impact of in-store displays. Point-of-purchase displays are the final form of advertisement to catch the customer’s attention and convince them to make an immediate, informed purchase.
The retail industry is growing faster than ever before. New brands are popping up daily, and retailers are constantly expanding. As a business owner or product manufacturer, it’s up to you to use all your resources to convert window shoppers into definitive buyers. And research has shown time and time again that in-store product displays are the best way to influence shoppers.
You can’t underestimate the power of in-store displays. With eye-catching designs, prime placement and the correct type of POP display, you’re sure to see your sales skyrocket. Keep reading to find out why POP displays work, learn about good POP display examples and how to choose the right type of display for your product.
What Is a POP Display?
POP displays are digital or physical promotions strategically placed where consumers make their buying decisions to advertise and sell a product and boost brand awareness. Outside retail spaces, traditional advertisements motivate customers to visit stores in person. A POP display works as an in-store advertisement to quickly capture attention, stimulate interest and generate sales on the spot.
Cashier lines were once the only place you might expect to see POP displays, hoping to trigger an impulsive purchase. However, today, you’ll see them throughout stores. This prevalence allows more people to see your brand and make it part of the conversations that happen while shopping. Whether placed among complementary products or competitors, if your brand message shines through the display, your products will stand out and convert curious shoppers into loyal customers.
These displays can be as simple or intricate as you like. They can be large, colorful endcaps or small inline displays. If placed perfectly and executed correctly, this affordable marketing method can yield substantial profits with minimal effort.
Why POP Displays Work
The world of retail may be changing on several levels. The COVID-19 pandemic led to an increase in online shopping, mobile apps are becoming the new normal and consumers are demanding more sustainability and transparency from brands. But even with these significant changes, in-store brand awareness and proper product placement are the reigning factors in retail. Here’s why.
1. The Right Place at the Right Time
Online advertisements are part of every video, article, survey, podcast and website. They are now so integrated into media channels that consumers are becoming increasingly frustrated and critical of them. And this makes sense because consumers aren’t always looking for something to shop for — they want entertainment and relaxation.
However, the beauty of in-store displays is that consumers are already in shopping mode. They went to the store planning to buy at least one thing. POP displays are directly in their sightline, taking advantage of location, visibility and timing. Proving the power of retail displays, research has shown it’s possible to influence 60% of consumer packaged goods sales at the store level.
2. Instant Gratification
Many consumers enjoy the in-store experience. And there’s no wonder why — the entire store caters to their desires. Elements like upbeat music, lighting and product placement aim to make retail environments inviting places that are sure to have everything shoppers need or want.
Availability is the name of the game. POP displays aren’t only in the right place at the right time — they also serve the customer immediately and without any fuss. Displays tell the customer what your brand’s values are and how your product can change their lives for the better. And the best part of in-store product displays is that your products are attainable now. People can see, feel and even test the products they are interested in, instead of relying on a photo and brief description online.
With in-person shopping, there are no delivery fees, surcharges, subscription fees or need to wait three to five business days for items to arrive. People buy what they want whenever it’s convenient, and get the surge of endorphins that comes with making an exciting purchase they can enjoy immediately.
3. Raising Brand Awareness
You wouldn’t have invested the time, passion and energy into a product you didn’t believe in. Innovators, creators and entrepreneurs dream of making their brand a household name and serving millions of consumers. But if you’re not a Fortune 500 company with an established foothold in the retail space, it can be challenging to get people to notice or invest in your brand. A POP display puts your products and brand on the front lines, right in the faces of potential customers.
If you are already stocking your products at a retail location, why not optimize your real estate to raise brand awareness? A POP display catches attention and efficiently communicates your values and messaging with a single statement. Most customers are open to switching brands. In one survey, 65% of customers said they would change the brands they use in favor of trying something new. Of those who switch, 44% would stick with the new brand even if their old preference was in stock.
Now, more than ever, consumers demand social, economical and environmental responsibility from companies. Interestingly, 62% of millennials and 50% of Gen Z want to align themselves with brands that share their values. POP displays are your opportunity to introduce new customers to your business and what it stands for.
4. Eco-Friendly and Interchangeable
Sustainability has become a keyword in the retail and manufacturing sectors. Consumers, politicians and celebrity figures are all rallying behind initiatives to create greener spaces and produce eco-friendly goods in the most sustainable ways possible. POP displays directly address this concern by promoting your brand’s sustainability efforts with recycled and recyclable materials.
In early 2020, there was a 56% increase in sustainably marketed consumer goods. By partnering with a POP designer and manufacturer who only uses 100% recyclable corrugated cardboard and can promote your brand’s sustainability programs, you can dominate the marketplace.
POP displays also allow your company to effortlessly change with the seasons in retail. POP displays are often recyclable, affordable and quick to manufacture. Therefore, they are easy to replace as you change campaigns or adapt to new seasons and trends.
Types and Examples of POP Displays
You want your product and brand to stand out from competitors, rise above the noise and create a presence people can’t ignore. You believe your company’s offerings can make an impact and benefit your customers’ lives. You already know that a POP can elicit the desired response, but the type of display makes all the difference.
This breakdown of point-of-purchase display examples will help you find the right way to market your products in stores. After all, what’s the point of stocking your merchandise in a brick-and-mortar store if you’re not going to optimize the space to your advantage to make sales? These POP display examples will entice consumers to reach for your product, even when it wasn’t on their shopping list.
Floor displays are freestanding units placed at eye level to gain immediate attention. As we all know, eye-level shelving is prime real estate in the retail world. Floor displays are usually cardboard and highlight a single product. They leave plenty of room to customize the presentation. From the overall design to colors and finishes, you have the freedom to be as creative as you like to make your display stand out.
Floor displays are more than stacked shelving. They can include baskets, hooks for hanging items and displays to hold heavy products.
Retailers can place freestanding display units anywhere in their stores and easily relocate them to higher-traffic areas. Depending on the shape, size and design, you can promote several different products with floor POP displays. If you’re working with limited space, a taller display will be visible without obstructing the aisle.
You also need to consider the type of product you’re selling and where and how it would fit within the store layout. From there, you can create a unique display that goes above and beyond the competition — literally.
Counter displays, also known as “prepacks,” are small and compact — perfect for a checkout counter. There’s no doubt you have seen counter POP displays in your corner pharmacy or neighborhood grocery store. However, not every product is ideal for a counter display. The checkout aisle is usually an ideal place to market smaller items, such as hand sanitizer, candy, gum, lip balm and seasonal products. If your product appeals to last-minute impulse shoppers, a counter display may be the right solution for you.
When using these small displays, you must make your brand stand out among the noisy, crowded counters. There are dozens of products placed at the front of the store along the checkout lines, so your display needs to be colorful, bright and striking. However, remember that counters are a perfect spot for low-priced merchandise and novelty items.
If your product fits these guidelines, you need to leverage this prime placement to your advantage and showcase your brand. Maximize your limited space by designing an eye-catching display that shows off your product. As a bonus, these compact and affordable displays are ideal for keeping returning customers interested in future products. With new displays for rotating featured products or seasonal merchandise, you can quickly capitalize on the location and visibility.
Pallet displays are full-sized pallets that showcase and transport a product. It’s a great example of retail-ready packaging, allowing you to efficiently transport your merchandise to a retail location and quickly move onto the sales floor.
Pallet displays are sturdy and durable, making them perfect for large, heavy and stackable merchandise. They are common in wholesale and big-box stores and are highly visible, usually placed in an ideal location where shoppers can quickly grab products from all four sides.
Don’t let the name confuse you into thinking there isn’t any banner-skirt space for branding. Pallet displays aren’t merely stacks of merchandise shoved together on a pile of wood. They are essentially floor displays, which means they feature corrugated cardboard “skirts” you can customize to ensure customers see your brand.
If you love the idea of using a heavy-duty, accessible and eye-catching display but don’t want a full-scale pallet, you can choose half or quarter pallets. Regardless of how large the display is, it will still carry the same benefits of efficiency, maximizing retail space and streamlining distribution.
Endcap displays come in a few different forms. They can be floor displays, signage or a series of inline displays presented on gondola shelving. Endcaps are an excellent way to create a distinction between you and your competition.
Shoppers don’t usually go down every aisle, which poses a significant challenge when you’re trying to grab attention and make sales. Endcap displays are a perfect solution for almost any product because they are sure to get more foot traffic than display bins, or counter and inline displays. However, shoppers must pass endcap displays when traveling around the store, which guarantees they will notice your product.
The high-traffic location allows for maximum brand visibility, but what are you going to do once you’ve captured the shopper’s attention? Your endcaps can be interactive, educational or even themed. What makes endcaps an even more effective marketing tool is their ability to tap into a different side of consumer psychology. Retailers often place discount items on endcap shelves, so customers often assume the products on display are on sale even if they have standard pricing.
Power wings, also known as sidekick displays, are small, slim displays meant to trigger impulse buys. You’ll most likely see them attached to endcaps, promoting smaller add-on items to complement other products that are already in the shopping cart. For example, if an endcap display is selling sneakers, the sidekick might hold shoelaces, cleaning materials or socks. If your product is smaller and targets impulsive buying behaviors, consider what other merchandise it best pairs with.
With this, you’re also serving consumers on a surface level. When purchasing add-on items, customers don’t have to exert any effort in finding what they need. From a convenience standpoint alone, pairing sidekicks and endcaps solves everyday problems for consumers and staff.
You’ll usually find sidekick displays in high-traffic areas of a store, like near the front or on the ends of popular aisles. They make excellent strategies for clearing away overstocked inventory, seasonal items, discounted products and new merchandise. They are ideal for product promotions, displaying text and pictures or asking customers to take an action like following your brand on social media.
What is more convenient than being able to quickly grab an item you need as you’re passing it? There’s no browsing, no second-guessing and all your options are right there in front of you, ready for the taking. These are a few of the benefits of display bins.
Display bins are large square or hexagonal containers that can set up quickly for immediate sales floor placement. They are the ideal vessel for items shipped in bulk, products with unique shapes and merchandise that doesn’t have primary packaging. DVDs, beverages, snacks and candy are all items commonly sold in bins.
Customizing display bins with additional inserts allows you to feature more than one type of product in the display. Inserts also help the staff by providing them with an efficient way to quickly organize your merchandise.
Along with stocking stores with large quantities of your merchandise, display bins allow products to move fast while communicating a narrative of your brand’s values and purpose. You can have them printed with large fonts, vibrant colors and crystal-clear logos and graphics, so your display stands out among the rest.
When you’re working with in-aisle shelf space and small items, inline displays provide retail-ready packaging primed for immediate in-store placement. They save space, put your products upfront to eye level for easy accessibility and effortlessly promote your brand.
Inline displays sit neatly on a shelf and take up very little room. Retailers typically use these to push readily consumable products such as gum, candy, batteries, magazines, beverages, cosmetics and small last-minute gifts. You can find them among standard store items or at the front of the store near the cash registers.
When choosing inline displays, consider the best way to present your product and brand to the customer. How can you differentiate yourself from your competitors’ offerings, while maintaining relevance to consumers and consistency with your brand’s messaging? These significant questions will help you envision the correct display to showcase your products.
How to Design the Right One for You
Not only are there several types of POP displays, but you can also have them made based on how long you want to have them in the store. This versatility allows for more customization, consistent brand messaging and quick turnover during campaign and season changes.
- Temporary: Temporary displays are an affordable, highly customizable solution that gets your products on the sales floor right away. Made of corrugated cardboard, this display option usually only lasts a few months. They are excellent for seasonal promotions, new products and discounted items.
- Permanent: When you want your products to stay on display for years to come, heavy-duty fixtures within a permanent display provide the ultimate platform. Made of wood, plastic or steel, permanent displays are ideal for long-term branding and offer customization for interchangeable signage.
Bring Your Brand to Life With Creative Displays Now!
When you can’t be there to sell your products in person, let your brand speak for itself with custom point-of-purchase displays that stand out from the crowd.
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