In the retail world, capturing the attention of shoppers in a sea of competition is no small feat. A point of purchase (POP) display is a powerful tool in the marketer’s arsenal, designed to attract consumers and increase sales at the critical moment when they are making buying decisions.
Choosing the right type of POP display for your product can significantly enhance its visibility and desirability. This comprehensive guide will navigate you through the various considerations and options available, ensuring that you select the most effective POP display for your product’s unique needs.
Understanding Different Types of POP Displays
Floor Displays: These are standalone units that can be placed anywhere on the retail floor, providing high visibility. Floor displays are ideal for promoting new products or special offers and can be designed in eye-catching shapes and sizes to attract more attention.
Counter Displays: Perfect for small products, these are placed on checkout counters where last-minute buying decisions are made. Counter displays often hold products like candies, magazines, or small gadgets that can be impulse purchases.
Endcap Displays: These are located at the end of the aisles, providing an excellent opportunity for products to stand out. Endcaps are highly trafficked areas, making them prime real estate for any promotional activities.
Power Wings/Sidekicks: These displays are attached to the ends of shelves or on fixture sides. They are great for hanging products and can be used to effectively expand the shelf presence of a product without taking up floor space.
Factors to Consider When Choosing a POP Display
Product Type: The nature of your product greatly influences the type of display you should choose. Bulky items might require sturdy floor displays, while smaller, grab-and-go items excel in counter displays.
Retail Environment: The store’s layout and the typical shopper behaviors observed there should guide your display choice. High-traffic areas can handle larger, more disruptive displays, while smaller stores might benefit from more conservative, space-efficient displays.
Budget: The cost of designing, producing, and installing a POP display can vary widely. Consider your marketing budget carefully, and aim for the best return on investment. Simple designs with bold graphics often work well without a high cost.
Brand Consistency: Ensure that the display reflects your brand’s image and values. Consistency in design and messaging helps to reinforce your brand identity among consumers.
Design Tips for Effective POP Displays
Visibility: The display should be tall enough to be seen from afar yet appropriate in size for its location. Bright colors and high-contrast designs can help catch the eye from a distance.
Flexibility: Modular displays that can be easily adjusted or updated with new graphics can provide longer-term value, as they can be reused for different campaigns.
Engagement: Interactive elements or digital screens can engage customers more deeply, making your display more memorable.
Information: Good POP displays convey essential information quickly and effectively. Ensure that your display communicates what the product does and why it is beneficial, encouraging customers to make a purchase decision.
Best Practices for Deployment
Test Placement: Experiment with different locations in the store to find the most effective spot for your display. What works well in one retail environment might not work in another.
Train Staff: Make sure that store employees understand the purpose of the display and can explain the product’s features and benefits if asked by shoppers.
Monitor Performance: Keep track of sales data and customer feedback regarding the display. This information can be invaluable for optimizing future POP deployments.
Choosing the right point of purchase display can drastically affect your product’s market performance. By understanding the different types of displays available and considering factors like product type, retail environment, and budget, you can select a display that not only captures attention but also converts interest into sales. Remember, a well-chosen POP display not only highlights a product but also enhances the overall brand experience at the point of sale.
At Atlas Packaging & Displays, we specialize in creating customized, innovative point-of-purchase displays that make products pop on the shelves. Whether you need a floor display that commands attention or a counter display for those last-minute purchases, we have the expertise to boost your product’s visibility and appeal.
Contact us today to discuss your point-of-purchase display needs and let us help you make a lasting impression in the retail environment.