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September 8, 2023
It’s no secret that the fast-paced, highly competitive nature of retail puts businesses in the position of finding unique ways to not only attract customers, but entice them to make purchases. There is a consistent need to innovate and increase brand visibility. Essentially, businesses have to clearly communicate the value of the products they sell to the customers in a way that is eye-catching and easy to understand. This is easier to do for some products over others. Some products have built in widespread appeal, which could be due to their function, while some products have more niche or specific uses.
For brick-and-mortar stores, one often overlooked but incredibly effective strategy is their ability to have specific advertising in their store. In this physical retail space, the power of in-store marketing cannot be underestimated, especially because brick-and-mortar businesses are still a cornerstone of the marketplace. Custom Point of Purchase (POP) displays are a key component of this strategy, offering a plethora of benefits that can help your business thrive.
In a world that can sometimes feel over-saturated with digital advertising, traditional in-store marketing techniques such as walk-in specials or POP displays for sale products can still hold immense power. They provide businesses with the opportunity to engage with customers on a personal level, allowing for a tactile and sensory shopping experience that online shopping simply cannot replicate. Point of Purchase displays are strategically placed within a retail environment to capture the attention of shoppers, promote specific products or promotions, and ultimately drive sales. These displays come in various forms, from simple standalone units to complex, interactive installations. What sets successful POP displays apart is their customization to align with a brand's identity and marketing objectives.
POP displays are stand-alone marketing materials placed near the checkout counter or other high-traffic areas within a store. Their primary purpose is to influence purchasing decisions by drawing attention to specific products, promotions, or brand messages at the very moment when customers are making their final buying choices. POP displays are not limited to a single format; they can take the form of signage, posters, stands, shelving units, interactive kiosks, or even life-size cutouts, all of which are available on IDL’s website. The key is that they are strategically positioned to catch the eye and encourage engagement.
POP displays come in various shapes and sizes, tailored to meet specific marketing objectives. Here are some common types of POP displays:
Counter Displays
- Placed on checkout counters or service desks
- Ideal for promoting small, impulse-buy items like candy, gum, or magazines
- Compact and easily accessible
Floor Displays
- Stand-alone structures positioned on the store floor
- Often used to showcase new products or special promotions
- Can be highly customizable in terms of design and size
End Cap Displays
- Positioned at the end of store aisles
- Attract attention to featured products
- Create natural traffic flow patterns within the store
Interactive Displays
- Incorporate technology such as touchscreens or augmented reality (AR)
- Engage and educate customers about products
- Especially effective in electronics and tech retail
Window Displays
- Located in storefront windows
- Create a visual spectacle to draw customers into the store
- Ideal for seasonal or thematic promotions
Custom displays serve as powerful tools for increasing brand awareness. They leverage your brand's distinctive colour palette and graphics to captivate customers' attention, effectively showcasing your product's quality. Often they will also communicate essential information about your product and brand, serving as a means to bolster awareness and engage with specific demographics. Whether you're promoting special offers or limited-edition products, custom POP displays provide a platform for your brand's message to shine.
Moreover, even after your products have flown off the shelves, your brand name remains prominently displayed, continually reinforcing brand recognition. POP displays can create an opportunity to tell customers more about your brand, helping you exercise greater control over how customers feel when interacting with your product and company. Your POP design is an extension of your marketing efforts, so it’s important to draw customers in with the right messaging and the right positioning of certain products.
Customizing your POP displays empowers you to create a tailored shopping experience that's uniquely yours, setting your brand apart from the competition. Your customized POP displays stand out as distinctive, and this flexibility allows you to adapt to the many different environments your store can create throughout the year. Seasonal changes can bring in different types of customers, where certain holidays will bring increased doorcrasher traffic. Custom POP designs can be adjusted to resonate with the specific location. POP displays can be either temporary or permanent, but they offer real-time insight into how your marketing strategy is performing with customers. You can monitor how products move off the shelves, how much traffic passes the display from your store’s flow, and how you can fine-tune the display to perform better.
One of the most immediate and tangible benefits of customized POP displays is their ability to generate impulse purchases. Impulse buying occurs when a shopper makes an unplanned purchase prompted by something they see while shopping. POP displays are strategically positioned to capture the attention of customers just before they make their final purchase decisions, making them a powerful tool for encouraging impulse buys. This could be one way to measure the effectiveness of your display. Convenience stores, for example, could replace generic, nondescript racks with eye-catching, customized displays featuring a variety of snacks, energy drinks, and impulse-buy items. They could then measure if there was a transaction value increase as well as an increase in customer impulse purchase at the checkout.
Customized POP displays are also effective at drawing attention to ongoing promotions, discounts, or limited-time offers. By featuring these promotions prominently, you can ensure that customers are aware of the value they can receive by making a purchase. For example, if a department store were to introduce seasonal POP displays to coincide with holidays and special events, they could utilize them to showcase relevant products. They can measure foot traffic increase as well as if the seasonal displays helped boost their sales during promotional periods.
In a crowded marketplace, creating a memorable shopping experience is crucial for building brand loyalty and standing out from the competition. POP displays offer a unique opportunity to craft an environment that resonates with your target audience and leaves a lasting impression. IDL is ready to help you customize your own brand marketing strategy with all the accessories and resources at your disposal. Contact us today or visit our website.
