POP displays (Point of Purchase Displays) can be a very effective method to boost sales and increase brand awareness. They can also be relatively cheap to make if they are cardboard displays. Of course a bland cardboard display hidden in a low foot traffic area is unlikely to be noticed and will have a marginal impact on sales and brand recognitions. Placing a creative and visually appealing point of purchase display in the right place can indeed have a dramatic affect. Below we outline some key points and statistics on POP displays to help you better understand how to stretch your marketing dollar further.
The number one point to consider is that over 70 percent of purchases are impulse purchases. Customers are extremely visual which means there is significant opportunity when using cardboard displays. Additionally, even without product sales or discounts, point of purchase displays still showed to have a positive increases in sales.
Traditionally, retail displays were placed near the cash register where customers would have enough time to take notice – these are commonly known as ‘counter displays’. But retailers have employed a number of additional strategies. Customers who visit a store, quite frequently, can grow accustomed to a particularly display, mitigating the display’s intended effect. Changing the location of the display from the middle of the isle to the end of the isle, for example, can help prevent customers from becoming accustomed to a particular display. Customer store traffic patterns can also affect how displays are noticed. For example, when customers enter a store they generally look to the left first and then to the right. Customers then continue on towards the right side of the store meaning displays can have a greater effect if they are placed towards the right side of the entrance. This can be accomplished using retail metrics and custom floor displays.
How about customer demographics? The retail ecosystem is much different than it was fifteen or even ten years ago due to online shopping. However, some demographics have shown to have much less elastic shopping patterns over time. Consumers 18 to 25 and consumers over 61 are most likely to want to shop in-store. This is important to understand because what visually appeals to a young adult can be much different than what appeals to a senior. Designing a custom retail display to fit these demographics can potentially impact sales. The demographics of the neighborhood a store is located in is also a consideration that needs to be taken into account. By recognizing these demographic patterns companies can create displays that target precise markets which can lead to more effective use of marketing dollars.
If you would like to learn more about displays can help boost your sales without blowing your marketing budget, contact us today!