When a consumer searches for a product on Amazon, they know exactly what they’re looking for. Retail stores often have a more difficult task of convincing buyers to get interested in products they don’t know they need, and point of purchase (POP) displays help with that. Let’s look at the importance of point of purchase displays for any brick-and-mortar store.
What Are POP Displays?
You’ve seen one before, even if you don’t know it. POP displays are advertisements used to direct customers to purchase a specific item (they’re all over Costco). They typically provide information about the item, either in video or interactive form. Many POP displays are built to contain both the advertisement and the product in one cohesive storage device.
POP displays take the form of endcap displays, banner stands, free-standing displays, and even dump bins (think of the large tubs of DVDs you’ve seen at Walmart or Best Buy).
Draw Attention
The goal of every POP display (other than convincing someone to purchase) is to draw attention. When more people interact and learn about the product, more people will end up buying the product. These displays try to grab attention by offering interactivity (rifling through a massive pile of movies) or with a visually striking look.
Most POP displays are on endcaps because, while a customer may skip an aisle, they need to walk past the endcap to continue further into the store.
Encourage Impulse Buys
Consumers are very likely to add impulse purchases to online shopping carts because it’s so easy, but retail stores can encourage this behavior, too. Try to remember the last time you went to a grocery store “just to shop.” Most people enter stores with a specific plan in mind, so the best way to get them to look up from their grocery list is with an eye-catching display.
Now that you know the importance of point of purchase displays, you may find yourself in need of a custom merchandising display for your own retail store. We can help get more eyes on your product!
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