Store layout and design have become increasingly important as advertising strategies become more creative with increased usage of digital technology. With so many brands and products vying for customer attention, it’s vital to create eye-catching displays that showcase merchandise at its best advantage with the ultimate goal of helping boost revenue.
One common tactic is a point of purchase (POP) display unit. You’ve likely seen them in some of your favorite stores, but you may not know what they are or why they are so effective. In this article, we’re breaking down the basics of POP displays to help you understand what they are and how they can be the most effective at helping your business increase impulse sales every day.
What is a POP Display?
A point-of-purchase, or POP display, is a free-standing display unit that is designed to draw a customer’s attention to promote a specific product. This retail display is separate from the end caps - POP displays are typically standalone displays with specific branding from the supplier or manufacturer. Many now include digital signage or samples, or even go so far as to set up a “store within a store” experience with a separate vendor section in a retail outlet.
Most POP displays are either shipped knocked down or have very few parts and materials. The advantage for retailers is that they can be easily shipped - possibly to those with multiple retail locations, and installed quickly so that retailers won’t have to disrupt normal business operations. Another critical aspect to the success of any POP display is signage. Various retail studies have proven that POP displays with the right amount of signage have outperformed displays with no signs by close to 20 percent. If you’re a retailer, think about how much that extra 20 percent can play on the bottom-line of your business.
What are the Benefits in Relation to Increasing Sales & ROI?
POP displays create a unique buying experience for customers. They were originally designed to be used near the checkout, but as POP displays have grown in size and popularity, they have expanded to any area of a store where a purchase decision can be made.
Increase Impulse Sales
Not only are they eye-catching, but point-of-purchase displays can significantly boost impulse sales. It’s hard to pass up the colorful Oreo display as you’re walking to the milk cooler in the grocery store - and that is in part because of the POP display. By inserting themselves into a customer’s shopping path and line of vision, these creative and engaging displays encourage impulse purchases. Considering that most consumers (roughly 70%) have not made a purchasing decision until physically located within a store, these POP displays become more important than ever.
Improved Marketing ROI
Last, POP displays are a financial win-win for retailers and suppliers. Merchandisers can spend less money on POP setups than on other forms of marketing and get a greater return. And retailers have a one-stop setup for a product that can lead to higher revenue.
Don’t fall into the habit of letting dull retail displays take away from revenue opportunities. At Handy, we’ve been manufacturing retail fixtures since 1952. Our custom store fixtures can be used to create unique purchase areas within your store, and our store planning and design services can help you better incorporate POP displays into your customer shopping experience. Contact us today to learn how we can take your display setup from dull to dazzling.