Retail Point of Purchase (POP) Signage: All you need to know
Retail Point of purchase (POP) signage is a useful communication tool that’s changing how businesses interact with customers. Over the years, businesses, large and small, have tapped into the power of POP to boost customer experience. When done correctly, retail POP can add a visual glow to your business. As a result, it helps you target the right customers and ultimately drive sales.
We’ve highlighted some tips that will help you deploy the perfect retail signage to enhance your store experience.
What is Retail Point of Purchase Displays?
Retail pop displays are a type of custom display used to attract store visitors and shoppers to particular merchandise. It’s one of the most effective point of purchase marketing techniques that every retailer should know.
However, unlike point of sale (POS) signage used at checkout counter, POP displays take up the retailer’s floor space. Therefore, they are ideal for running promotions or displaying a marketing message for a particular product.
Types of POP Displays
If you’re looking to use POP displays with your other in-store advertisement, there are a couple of options for you. We’ve listed some below.
1. End caps
End-caps are creative display signs placed at the end of an aisle. It’s the best option for displaying new commodities not always available in the store. In addition, this sign is visible and very effective, and every store merchandiser should consider using it.
2. Shelf talker
This type of sign sticks out of the shelf, more like a banner. As a result, it enhances your product’s visibility, which boosts convenience and the overall shopping experience.
3. Floor graphics
Floor graphics allow you to go creative and design unique POP display signs that grab the audience’s attention. Working with the best graphic designers, you can leverage retail graphics to your advantage. This option attracts eyeballs, amazes the customer, and most importantly, it builds brand awareness.
4. Free-standing display
Free-standing displays are simple signage common in most retail outlets. It allows you to showcase new products without distraction. And as a result, you can add additional information to educate the customers.
5. Interactive Displays
The interactive touch screen experience is rapidly changing how retailers engage customers on the store floor. Research shows that interactive content has a reusable value. For instance, 77% of marketers believe these signs can result in repeat visitors and multiple exposures. In other words, this technology is reshaping the retail business. Those that are already using it enjoys a competitive advantage.
Why Use Point of Purchase Displays?
There are several reasons why retailers are embracing point of purchase displays in their stores. For example, the high-level of competition is pushing many out of the traditional advertising methods. A 2014 survey shows that brands using POP displays in their store environment see 1.4X more sales. In addition, they see higher in-store decision rates than those not using POP signs.
That said, these are the benefits of effective point of purchase displays:
1. Higher ROI
The low cost of POP displays and the high reward makes it very attractive among retailers. An HBR survey reported that it cost $4.05 – $7.75 to reach 1,000 adults via a 30-second TV commercial. On the other hand, the cost per thousand for a store sign with a one-year life is only 3-37 cents.
2. Increase Sales and Revenues
When done right, both temporary and permanent point of purchase displays can boost sales. This is due to the promotional and eye-catching nature of a well-designed display.
3. Works Perfect with Impulse Buyers
Impulse shoppers are often easily persuaded by great visuals and impressive displays of various products. Using custom POP displays and placing them in the right place, you’re more likely to convert these buyers.
Whether you want to boost customer engagement, promote new products or increase sales, POP displays are your go-to option. However, you need to work with the right POP designers, manufacturers, or digital signage suppliers to help you choose the right product.