Point of purchase displays are an important marketing element for any company who sells their product at the retail store level. However, as discussed in a previous article, marketing strategies and campaigns do not exist in a silo, they must be tied into a general marketing strategy. POP displays are no exception. Using point of purchase displays requires new strategies that integrate well with a company’s existing marketing infrastructure. But how does one integrate a cardboard display into a business which is very data centric and sells products at an eCommerce level as well as at the retail level? More importantly, how do you engage with consumers, gather data, and offer an experience that will push the shopper to purchase the product? In this article we how using technology in POP displays can increase sales.
Most point of purchase displays are made up of a cardboard structure that has a branded, and hopefully, an eye catching design containing items the shopper can take and buy. The location within the store, design of the display, store geographic location, store lighting, and shopper demographics are all influential variables that can determine how successful a particular display can be in generating sales. However, apart from sales data, marketing campaigns are significantly more useful if they can gather data and unfortunately the average POP display isn’t very good at gathering information on shopper behaviour patterns.
One way to better integrate in store displays into a larger marketing and sales strategy is to add interactivity by adding a touch display mounted within the actual cardboard display. This type of setup can be extremely useful and expand the range of possibilities. For example, the shopper can be guided through a short animation with visual instructions on how best to use the product. The shopper could also be shown the benefits of the product or the environmental benefits of using the product versus using the competition’s product. Or the interactive display can offer a chance to win a contest in exchange for answering a couple survey questions. The possibilities are endless.
Adding interactivity to a point of purchase display, as described above, not only engages the customers and increases sales but it also allows for an additional data gathering mechanism which can better help a company understand their customer. By better understanding customers a company can modify its product line to better suit the needs of its customers.