Looking for a way to engage your customers and increase sales? Then point-of-purchase (POP) displays are for you. Keep reading because in today’s blog, we discuss the benefits of POP displays and how to integrate them into your marketing strategy.
What Is a POP Display?
A POP display or point-of-purchase display is a marketing tool used in retail settings to showcase products and capture customers’ attention at the point of purchase.
Typically, POP displays are placed in high-traffic or high-visibility areas, for example near end caps (displays placed at the end of an aisle), in the middle of aisles, or at the entrance of stores.
POP displays are not to be confused with point-of-sale (POS) displays. While both share some similarities, the basic difference between them is that POP displays are located next to the product they promote, while POS displays are placed near the area where the buyer pays for the merchandise (usually the checkout counter).
The Benefits of POP Displays
If you sell any type of product, POP displays are a crucial component of your marketing toolkit. Let’s take a closer look at the reasons why this is such a smart investment.
POP displays are an effective way to increase sales and drive impulse purchases. By placing your product in front of potential buyers, you make it easy for them to make a purchase — especially if you’re offering an interesting deal.
For example, did you know that according to a 2014 study, retail displays in the mass merchant channel contributed to a 32% increase in product sales? That’s a number no brand can ignore!
Build Brand Awareness
POP displays grab the attention of customers, enticing them to make a purchase and ensuring that your products stay top of mind. At the same time, these displays offer ample opportunities to showcase your brand’s unique personality, values, and mission
While the versatility of POP displays is almost guaranteed to increase the visibility of your brand, there’s a rule you need to keep in mind: the higher the quality of your POP display, the greater the chances of getting noticed.
That’s why you need to make sure to work with a large format printing company with a proven track record of success.
Create Opportunities for Innovation
Another significant benefit of POP displays is that they allow you to explore new ways to engage your audience and interact with them.
Since these displays are highly customizable, the possibilities are endless. Some examples of strategies you can implement to increase your POP conversion rate include:
- Incorporate QR codes (play promotional videos or offer electronic coupons)
- Turn your display into a photo stand-in and encourage people to take selfies (don’t forget to display your hashtags prominently!)
- Give your POP displays a boost by combining them with other solutions such as floor graphics or wall graphics
Compared to traditional advertising methods like TV ads, POP displays are relatively inexpensive to produce and usually provide a high Return on Investment (ROI).
This makes sense if you consider that impulse purchases account for up to 62% of supermarket sales and can drive up to 80% of sales in specific product categories
After all, POP displays have a key advantage compared to other alternatives: they engage customers when they are ready in a purchasing mindset and already in front of your product. POP materials just need to provide the right nudge to close the sale.
Offer a Memorable Customer Experience
Finally, POP displays create a unique in-store experience for your customers. And if experiential marketing has taught us a lesson is that experiences create a strong bond between brands and their audience.
When presented in creative and appealing ways, POP displays transform routine shopping into a fun and engaging activity, keeping customers coming back for more and bolstering your bottom line in the process.
CR&A Custom: If You Can Imagine It, We Can Print It
At CR&A Custom we are a large format printing company known for our innovative visual solutions and our commitment to quality. We are proud recipients of the WBENC, WOSB, and NMSDC certifications.