Using point-of-purchase displays in your retail marketing can give you your own store within a store.
With the rise of ecommerce shopping, brick and mortar stores have a tough task of fighting back to stay on top. What’s one of the best ways to get more money from consumers in retail stores? Push for the impulse purchase. Point-of-purchase (POP) displays in retail marketing not only give you a chance to showcase spotlight items, but also encourage shoppers to buy out of impulse. Well designed, properly placed POP displays in the store layout can give retailers a leg up on their competition when used consistently and effectively.
5 Reasons to use Point-of-Purchase Displays in Retail Marketing
Placement of POP displays helps draw attention to your products.
The beauty of point-of-purchase displays is that they come in many forms, shapes, and sizes. Some displays in retail marketing are interactive, while others are meant to be visually striking. Either way, you have many options when choosing where to display your product. Whether you have a special, new product you want to showcase or you have a surplus to get off your hands you’ll find a place for it. The most effective placement of a POP display in retail comes at an endcap. These displays draw in 44 percent of the eyes that pass them by.
POP displays will help your customers make their decision inside the retail store.
In retail, you train your salespeople to do one big task: learn to overcome objections. Point-of-purchase displays can be a salesperson you don’t even have to train. Since nearly 82 percent of buying decisions are made inside the retail store, POP displays help ensure customers will make their purchases then and there rather than waiting until they go home and talk themselves out of it. In some ways, POP displays are the most versatile, affordable sales person you could ever hire as part of your retail marketing strategy.
POP displays are affordable, helping your bottom line in retail marketing.
When it comes to increasing sales, all retail owners want to do this with the largest margin of profit possible. Point-of-purchase displays help increase sales on the products you want to highlight at a much lower cost than advertising on places like television. According to the Harvard Business Review, displays with signs (POP) with a one year life cost between 3 and 37 cents while reaching 1,000 adults with a 30 second TV commercial costs $4.05 to $7.75. When you want to reach a large audience, that cost will add up fast.
Shoppers desire a unique, personalized experience that POP displays can provide.
Point-of-purchase displays can be more than just an eye-catching display in your store to draw interest in your products. That visual beauty can be combined with interactive features to engage your customers in a unique retail experience, making them want to purchase your products even more. Adding features like QR codes, special offers, lighting, or a touch-screen display gives retail shoppers extra reasons to stop by and give a few minutes of their time to consider adding a couple extra things to their cart that day.
POP displays allow you to infuse the psychology of color in your retail marketing strategy.
Effective color use in retail marketing and advertising plays a big role in influencing the mind of your shoppers. In your point-of-purchase displays, you can choose whether you want to use color to continue the brand of colors your business already has, or tailor the colors to the specific product you’re highlighting. All POP displays should include a call to action. Aggressive colors like red and orange are good ways to do this while yellow and green convey more relaxation, wealth, and happiness.
Taking into account these five reasons to use point-of-purchase displays in retail should help you see how it could be helpful to increase sales in your business. While you don’t want to overload your customers with displays, color, and lights, strategically placing and crafting POP displays in your retail store will help you increase sales.
You might also like an article we wrote for one of our client’s blogs: 9 Ways to Increase Revenues with POS Marketing at DB Squared Business Finance.
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