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August 8, 2023
Retail stores are almost always laid out with a specific path in mind for the customer. From the placement of certain products at the back of a store to the placement of sale items, there is a strategy that goes into how outlets want their patrons to interact with their products. Customers may or may not be aware that there is a purpose to the layout or walking path to a store. But it is important to create a seamless and engaging customer journey.
The reasons for this can vary from business to business. Some may opt to place clearout items on a display at the entrance of the store to attract window shoppers. Others may have a high demand item placed at the back of the store, forcing customers to walk through the entire store in hopes that they will be enticed to buy something else. Outlets may group their store into certain sections, allowing customers to go directly into the area they want to make a purchase from.
Displays are consistently successful at showcasing sale items. Grocery stores, for example, have a whole aisle dedicated to skids of items being highlighted on promotion. Some companies may purchase an entire endcap and send specific materials for a store to build to showcase new products or special deals. These powerful tools are used by retailers to enhance the customer experience, whether by capturing their attention or making sure there is sufficient quantity available for the customer to feel satisfied.
These strategically placed displays are meant to captivate customers, influence their purchase decisions, thereby elevating the customer’s experience as a whole. Displays have a particular role in shaping the customer’s journey through your store, both as a focal point to bring customers toward it, and to drive sales toward specific products or services. Displays are meant to look attractive and eye-catching, which affects the psychology of your customers. If a lasting impression has been made on a shopper, the greater likelihood that shopper will be inclined to purchase,
It is essential to comprehend the “customer journey” within a retail environment. The customer journey encompasses all the touchpoints and interactions a shopper has with a brand from the moment they step foot in the store until they complete their purchase and beyond. This journey is not just about making a sale; it's about building lasting relationships and fostering loyalty.
- a) Awareness: The customer becomes aware of a product or brand's existence.
- b) Consideration: The customer evaluates the options available and weighs the pros and cons.
- c) Decision: The customer decides to make a purchase.
- d) Retention: The brand aims to retain the customer for future purchases and encourage loyalty.
One of the most fundamental ways that displays can impact the customer journey is by grabbing attention and creating awareness. Positioned strategically at high-traffic areas, they have the potential to capture shoppers' eyes and direct their attention towards specific products or promotions. Visually appealing displays with bold colours and creative designs are more likely to pique curiosity. As customers explore the store, well-placed POP displays act as guides, leading them to discover products they might have overlooked otherwise. These displays play a crucial role in facilitating product discovery and encouraging consideration, particularly for new or seasonal items. By showcasing product features, benefits, and unique selling points, POP displays assist customers in evaluating their options and making informed decisions.
POP displays can prime customers for specific behaviors by providing context and cues. For example, a display featuring summer-related items in the spring primes customers for the upcoming season, influencing their purchase decisions. This can extend to products with a limited shelf life or seasonal appeal. In such cases, certain phrases may be printed or placed on a display, like “while supplies last.” Contextual cues can trigger memories, associations, and desires, all of which affect buying behaviour. It’s often why perfume or makeup companies often have a celebrity either endorsing the products, and those advertisements often become part of the display or product section.
Consistent and well-designed POP displays reinforce brand identity and help build brand loyalty. When customers encounter cohesive and visually appealing displays that align with the brand's image, they develop a stronger connection and trust in the brand. Avoid overwhelming customers with cluttered displays. Opt for a clean and straightforward design that highlights the key product features and benefits. A clutter-free display allows customers to focus on the essentials. Positive experiences with POP displays contribute to a lasting impression of the brand, leading to repeat business and advocacy.
The success of POP displays lies in their ability to evoke emotions through making a visual impact. Appealing looks can trigger positive emotions, leading to a more enjoyable shopping experience. Colours, lighting, and imagery all play a significant role in eliciting the right suggestions that this product is right for you. Clearly communicate the unique selling points of the featured products. Use concise and compelling copy to convey the product's value proposition effectively. If the product’s use can be demonstrated visually through video, photo, or sampling, it is a good idea to make that part of the display. Many scent products have a “free-to-use” or sample bottle for customers to try.
Most of the designs within a display come from an understanding of a company’s target audience. This is crucial in making a greater impact for your patrons. If possible, conduct research to identify customer preferences, pain points, and buying behaviours. Continuously test and iterate your POP displays based on customer feedback and data analysis. A/B testing can help determine which design elements and messaging resonate best with your audience. Tailor displays to resonate with their needs and desires, ensuring a stronger connection.
The best example of this is how soda and chip companies have been able to boost sales during sporting events. They will build large, eye-catching displays in grocery stores celebrating that event using their product, and it works every time. Such a display resonates with the need to have food, drinks, and snacks while watching this event with family or friends, enticing customers to buy potentially even more than they need to make sure everyone is satiated at their gathering.
Point of Purchase displays play a vital role in shaping the customer journey within a retail environment. From creating awareness and capturing attention to influencing purchase decisions and building brand loyalty, these displays hold immense power in elevating the overall shopping experience. By understanding the psychology behind effective POP displays and implementing strategic design principles, retailers can optimize their displays to leave a lasting impression on customers and drive business success.
Enhancing the customer journey through impactful POP displays is an ongoing process of innovation and adaptation. As consumer preferences and behaviours evolve, so must the approach to in-store merchandising. Investing time, effort, and creativity into crafting compelling POP displays can yield substantial returns, forging stronger customer relationships and driving revenue growth in the competitive retail landscape.
