Point-of-purchase (POP) display is a term that covers a variety of marketing tools that are used in stores to advertise products and encourage customers to buy. They include physical displays that showcase products, digital advertisements on screens in-store, and more.
Unlike other types of marketing, point-of-purchase displays are not intended to attract additional foot traffic to a store—rather, the goal is to target customers who are already in the store to increase sales. The benefit of targeting in-store shoppers is that they are highly-engaged prospects—they are already interested in the products you offer and very close to making purchasing decisions. All they need is a nudge in the right direction, and that’s where point-of-purchase displays come in!
Types of point-of-purchase displays
Digital point-of-purchase displays
Digital POP displays generally consist of screens that can be mounted around grocery and retail stores to advertise products. They can show slideshows, videos or animations explaining how and when to use the product, feature lifestyle shots of people enjoying the product to evoke positive emotions in customers, or even offer interactive content that encourages shoppers to provide their contact information.
As the digital transformation sweeps through the retail industry, savvy retailers will use creative digital solutions to keep their customers engaged and loyal. A good phygitalization strategy, the integration of the digital into the physical shopping space, can help prevent customers from straying to online shopping or competitors.
End-cap displays
“End-cap” refers to the shelving on the end of an aisle. Customers don’t always venture down every aisle, but almost all of them will see the ends of the aisles, making these high-traffic areas perfect for point-of-purchase displays!
Displays near the checkout line
Displaying small, inexpensive items near the checkout counter can help drive sales. The customers in line have already decided to make a purchase, and are therefore more likely to pick up a few extra items if they won’t add too much to the total bill.
Checkout displays can turn the nuisance of a long lineup into an extension of the shopping experience that will keep customers engaged and interested while they wait. Retail giants like Walmart and Canadian Tire have optimized this strategy by creating a path of product displays where customers line up.
The many benefits of point-of-purchase displays
Attention-grabbing displays
Many shoppers tend to skim the shelves looking for products. Unfortunately, the packaging is often insufficient to convince them to make a purchase. Point-of-purchase displays provide bigger, bolder, more visually appealing marketing material that customers will be more likely to notice. Visually striking or interactive displays help attract customer attention and make the shopping experience more enjoyable.
An opportunity to highlight product promotions
Point-of-purchase displays are a great way to showcase the promotions you have on offer and encourage shoppers to take advantage of them. Promotions affect a product’s perceived value. If consumers think they’re getting a deal, they might be persuaded to make a purchase they wouldn’t buy otherwise. This is also a great strategy for getting rid of excess inventory!
Enhanced visibility
With the sheer number of products crowding shelves these days, it’s easy for shoppers to get overwhelmed and overlook things. Point-of-purchase displays can boost the visibility of products at key points during the decision-making process to increase sales. This can be done by placing product displays at strategic locations such as end-caps or near the checkout counter lineup, or with bold digital signage that draws eyes to the product.
Versatility
Particularly with temporary and digital point-of-purchase displays, it’s easy to feature different products and change them up regularly so that each time customers come in, they can discover something new. Integrating digital signage in retail and grocery stores brings an incredible amount of flexibility, including dynamic pricing capabilities, where prices can be adjusted as needed based on the competition, available stock, and more!
A way to provide shoppers with additional information
Point-of-purchase displays are a great opportunity to tell shoppers about the qualities of a particular product and provide them with more in-depth information than is available on the packaging. Highlighting a product’s features and benefits gives customers important details that can help them make a purchasing decision. Even something as small as a QR code on an electronic shelf label can help customers get the information they need!
A strategy for targeting impulse buyers
According to a POPAI shopper engagement study, 82% of purchasing decisions are made in-store. Harnessing that and encouraging impulse buying can have an incredible impact on sales. Point-of-purchase displays are extremely effective tools for targeting people who walk into the store not knowing what they want to buy.
An opportunity to leverage cross-selling
Point-of-purchase displays are a great way to showcase complementary products, such as condiments near the hamburger buns or pitchers and ice cube trays near the lemonade. This strategy can remind customers about additional items they need and increase the amount they end up purchasing.
Digital point-of-purchase displays for a better in-store experience
JR Tech Solutions is North America’s leading supplier of digital pricing and ESL solutions. We offer completely customizable screens that can be updated with the click of a button for vibrant digital point-of-purchase displays that are sure to entice your customers. Contact us today to bring your store into the digital age!
