POP displays, also known as Point-Of-Purchase displays, are a marketing tactic used to promote specific products and special offers. The three main goals of POP displays are to educate, inform, and persuade. According to an Arbitron Retail study, in-store POP signage had a 59% increase in influence on purchases as opposed to no signage.
POP signage drives customer purchases and increases profit by highlighting sales and promotions at the point where customers are making purchasing decisions. POP displays are low-cost and can be more affordable for retail outlets compared to permanent signage.
Since they are temporary, the displays can be changed to refresh the sales floor or to keep up with trends. Using POP displays for new or limited-time items is important because it gives extra visibility to products that you may want to get off the shelves to make room for new inventory, or popular products, or products that yield higher profit.
POP signage encourages impulse sales, which is why you often find POP displays near cash registers and store entrance/exit areas.
Types of POP Displays
● Shelf Talkers: Signage that appears alongside an item on a shelf or counter. Sometimes, shelf talkers are attached to a shelf and hang out into an aisle. Shelf talkers are typically printed on cardboard or plastic.
● Shelf Displays: Displays that have a message or attention-grabbing graphic that promotes a product (often a colorful display).
● Floor Stands: This is the most popular stand-alone POP display, as it grabs attention and has been proven to increase product sales over other POP products.
● Window Signs: Used for announcing new sales or new item promotions on windows to draw customers into the store or to influence where entering customers go in the store.
● Endcap Displays: The endcap of an aisle reaches more traffic than the middle of an aisle and grabs the attention of people who may not have intended to go down a certain aisle. This is a great place to display products that are typically impulse buys, such as lower priced items.
● Banners: Great for promoting high-dollar items or products aligned with a theme (often a large scale).
Some important factors that need to be considered to have the most effective POP signage and displays are:
· Traffic: Customer flow is important to know where customers typically travel throughout the store and where POP signage will be most effective. POP signage can even help dictate the flow of traffic if done well.
· Placement: Planograms and placement for POP displays should be planned based on traffic. Areas with high traffic are a great placement for POP signage.
· Design: POP signage should be eye-catching to get customers’ attention. Use graphics, bold colors, and make it easy to set up and take down so it can be switched regularly.
· Message: The message or call-to-action on the POP display should appeal to a niche or demographic that is specific to the product. More creative messaging on the POP signage can be more effective.
Analysis and Improvement
Tracking sales of products with POP signage versus no signage, as well as sales of the products promoted in each POP signage, can help you gauge how much it is impacts sales. It is essential to analyze sales history and trends to predict how to increase future sales and profit. If a POP display does not seem to be effective, move it to a different area that seems to get more traffic, or alter the display. It is vital to always use POP signage that appeals to the wants and needs of the customer.
Leverage POP marketing in your business and contact Omega High-Impact Print Solutions for various printed display options.
Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.