According to a recent study over 80% of customers admit to making impulse
purchases in-store. Point of Purchase dispays aim to maximise the number and value of these
purchases.
A store’s Point of Purchase (POP) is defined as the place
where sales are completed and POP display aims to maximise the number and value
of those sales. Traditionally, this area was confined to the cash desk but with
growing technology POP displays can be found throughout the store – ideally where
footfall is highest or located in areas of highest margin per sq ft.
What is a POP display?
Unlike the items placed on your shelves, customers make snap
decisions at the point of purchase. Effective POP display planning will use
display stands, branding, communications and even experiential activity to make
the most of these potential sales.
Use POS/POP displays to push promotions like BOGOF, new products, promotions, clearance items and products linked to core product ranges (classic examples include shoe polish in shoe shops, or mobile phone covers in phone shops etc)
There are several different types of POP displays, each with
their own benefits and use cases. The ideas below can each be tailored to work
in your store:
- Freestanding units
- Counter displays
- Dump bins
- Sampling areas
- Checkout displays
1. FSDUs
Freestanding units offer the chance to place the display exactly where they are need for maximise effectiveness. Bespoke FSDUs offer branding opportunities and the chance to create high-impact displays.
2. Countertop Units
Counter space is incredibly valuable real-estate in any retail store. Although it is important to keep these areas clear and accessible there is also the chance to use bespoke or off-the-shelf countertop display units (CTUs) to promote products as impulse purchases
3. Dump Bin
Dump bins offer the same flexibility as FSDUs but are also available in off-the-shelf options that can be re-used as required. Dump bins also available in many sizes – from floorstanding options for inside and outside the stores as well as countertop options.
4. Sampling area POP displays
Post Coviid19 regulations and consumer behaviour will make
sampling and sharing products problematic. But offering the chance for
customers to experience products prior to purchase will help increase sales.
Integrating contactless technology or including digital display or Bluetooth marketing
may offer future-proof display ideas.
5. The checkout POP display
Again, post Covid19 retailing may involve a longer time
spent at checkout. This offers marketing opportunities in areas such as queue
management, barrier areas and areas where customers are waiting for service or
checkout. Mixing product displays, branding and communications can help
increase sales as well as longer term goals such as new customer sign ups to
marketing and loyalty programmes
You’ll find loads
more ideas across the website. Talk to us about how our retail display experience
can help you create compelling point of purchase displays.
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