With so many different point of purchase displays, the choices can be overwhelming for today’s retailers. There are cardboard counter displays, cardboard floor displays, pallet displays, retail/display signage, end cap and power wing displays, cardboard brochure holders, literature displays, in-store displays for club stores, display bins, case stackers, and more. When it comes down to it, though, there are really only three kinds of retail displays to choose from regardless of which part of the store you’re focusing on. Once you understand the difference between temporary, semi-permanent, and permanent displays, you should be better prepared to choose the specific point of purchase (POP) display that will best suit your needs.
A temporary display is typically designed to last a couple of months and is constructed from inexpensive corrugated cardboard. Most distributors prefer temporary retail displays when they are planning a short, in/out promotion for market testing, new product introductions, or seasonal product promotions. Since they are made from inexpensive materials and designed with flood, litho, or screen-printed graphics, they come with a much cheaper upfront price than other options and are easy to ship if ordered semi-constructed. Temporary POP displays are also easy to recycle. They have many benefits, but temporary displays might not always be the best option for more long-term objectives or for higher-ticket items.
When distributors are looking for an in-store display that will last anywhere from three months to under a year, a semi-permanent display is the most sensible option. A semi-permanent point of purchase display will typically be constructed from a variety of materials including acrylic, co-polyester, durable cardboards, glass, styrene, metal, and/or wood. These are also known as off-shelf displays or secondary displays, and may or may not be designed with a logo or other brand identifier printed on the outside. Sometimes, semi-permanent displays are also designed to hold several different products from the same manufacturer, which reduces replacement costs. Since these retail displays also tend to have a higher-quality look and feel with more design potential, they may be more appropriate for higher ticket items. It’s important to remember, however, these displays also have higher up-front costs and aren’t meant to last longer than a year, so careful planning is a must.
A permanent retail display is designed to last anywhere from one to three years – or sometimes even longer – and is often meant to appear as if it is a separate store or kiosk within a larger store. While these aren’t as common as other displays, there are many large retail environments such as a club store where this may be ideal for positioning near the checkout stand or anywhere else in the store where distributors deem appropriate. They have the highest upfront and maintenance costs, and hence the highest risk, but if planned, designed, constructed, and implemented well, they can bring excellent returns on the initial investment. These point of purchase displays are typically made from very durable materials such as glass, plastic, metal and wood, and only an option for major brands.