Unlock the secrets of Point of Purchase (POP) displays in our comprehensive guide. From the basics to best practices, delve into everything you need to know about POP displays and how they impact the world of retail marketing.
Discover:
- What Is a Point of Purchase (POP) Display?
- Types of POP Displays
- What Is the Difference Between POP and POS?
- What is point-of-purchase marketing?
- Benefits of POP displays
- Questions to answer before implementing POP Displays
- Point of Purchase Display Examples
- Tokinomo campaigns with POP Displays
- Best Practices for Point of Purchase Displays
What Is a Point of Purchase (POP) Display?
A Point of Purchase (POP) display is a marketing tool used in the retail industry to capture the attention of customers and influence their purchase decisions when they are ready to buy a product. These displays are typically placed near or at the checkout area, where customers are most likely to make impulsive decisions.
POP displays come in various forms, including stand-alone units, shelf talkers, posters, banners, and more. They are created to showcase specific products, highlight promotions, or reinforce a brand's identity. These displays can be found in supermarkets, convenience stores, boutiques, and even at trade shows or exhibitions.
The primary purpose of a POP display is to enhance the visibility of a product and convey its unique selling points. These displays contain eye-catching graphics, engaging text, and often incorporate a call to action, encouraging customers to make a purchase or try a new product. Whether it's a cardboard cutout of a celebrity endorsing a product or an interactive digital screen offering product information, POP displays aim to engage customers on a visual and emotional level.
The global POP display market was valued at $11.49 billion in 2022 and it’s expected to grow to $16.33 billion by 2030.
Effective POP displays can boost sales, increase brand recognition, and create memorable shopping experiences. They are an integral part of the marketing mix, especially for brands seeking to stand out in the competitive retail landscape. Understanding the nuances of POP displays and their impact on consumer behavior is vital for any business looking to optimize its retail presence.
Types of POP Displays
Let’s take a look at some of the most commonly used types of POP displays:
Temporary POP Displays
Temporary POP displays are designed for short-term promotional campaigns and are often made from lightweight materials like cardboard or foam board. They are cost-effective and easily replaceable, making them ideal for seasonal promotions or limited-time offers.
Semi-Permanent POP Displays
Semi-permanent displays are sturdier and more durable than temporary displays. They are intended for longer-term use and can withstand wear and tear. They are often used to feature new product launches or ongoing promotions.
Permanent POP Displays
Permanent POP displays are built to last and are typically made from robust materials like wood, metal, or plastic. These displays are a fixture in the store and showcase core products or essential branding elements. They provide a consistent, long-lasting brand presence.
Digital POP Displays
Digital POP displays leverage technology to engage customers. They feature digital screens or interactive elements, such as touchscreens or QR codes, to deliver dynamic content. These displays are versatile, allowing for real-time updates and the ability to provide product information, videos, and interactive experiences.
Robotic POP Displays
Robotic POP displays are a cutting-edge innovation that combines technology with physical movement. These displays can attract attention through motion, whether it's a robotic mascot, a moving product demo, or an automated dispenser. They create a memorable and interactive shopping experience.
Each type of POP display serves a distinct purpose, catering to the specific needs of a marketing campaign or a brand's long-term strategy. The choice of display type depends on factors like the product being promoted, the target audience, budget, and the desired duration of the promotional effort.
What Is the Difference Between POP and POS?
While POP (Point of Purchase) and POS (Point of Sale) displays both aim to draw extra attention to your brand within a retail environment, they serve slightly different purposes and are crucial in different ways. The distinction lies in their location and function.
POS (Point of Sale): As the acronym suggests, POS pertains to the specific area near the cash register where the actual product sale occurs. Examples of POS displays include magazine racks, shelves of candy leading up to the register, or refrigerated displays at the checkout lane's end.
These areas are highly effective for promoting individually packaged items like confectioneries and beverages, as they tend to provoke last-minute impulse purchases as customers complete their shopping trip. Brands with smaller products that may not always be top of mind for customers should consider investing in POS displays to enhance visibility.
A study found that 62% of shoppers make an impulse purchase while they shop, while 16% of all purchases that were unplanned were driven, at least in part, by promotions they saw in store.
POP (Point of Purchase): In contrast, POP displays can occupy floor space throughout the store. They are strategically positioned to capture customer attention and influence purchase decisions. These displays may include in-store arrangements, banners, or creative product packaging. POP displays are versatile, serving to highlight promotions, or showcase specific products.
What is point-of-purchase marketing?
Point-of-purchase (POP) marketing, also known as point-of-sale marketing, is a strategic approach used by businesses to influence consumer buying decisions at the exact moment when they are ready to make a purchase. This marketing technique aims to maximize the impact of promotional and advertising efforts by targeting consumers.
Key aspects of point-of-purchase marketing include:
Location: POP marketing occurs within the physical or digital space where transactions are conducted, such as in-store displays, online shopping carts, or mobile apps.
Objective: The primary goal of POP marketing is to encourage impulse buying, promote specific products or offers, and enhance brand recognition in the retail environment.
Tools and Strategies: POP marketing employs various tools and strategies, including eye-catching displays, signage, product packaging, promotional offers, and digital technologies. It may also involve upselling and cross-selling techniques.
Timing: It capitalizes on the immediate decision-making process when customers are ready to make a purchase.
Customization: Effective POP marketing strategies are often tailored to the specific retail environment, target audience, and product being promoted.
Benefits of POP displays
POP (Point of Purchase) displays offer a range of benefits for businesses looking to enhance their retail marketing efforts:
Low Cost
Point of purchase displays are often cost-effective, especially temporary displays made from materials like cardboard. They provide an affordable means to promote products and increase brand visibility.
Easy to Test
Businesses can quickly experiment with different display designs, messages, and product placements. This flexibility allows for testing and optimization to identify what resonates best with the target audience.
Hyper-Targeted
These displays can be strategically placed in specific areas of a store to target a particular audience. This helps in tailoring the message and products to the preferences and needs of those shoppers.
Highlight Promotions
POP displays are excellent for showcasing special promotions, limited-time offers, or new product releases. They draw attention to these marketing initiatives and encourage sales.
Extra Visibility for Products
By placing products on eye-catching POP displays, items that might otherwise go unnoticed gain heightened visibility, increasing their chances of being purchased.
Increased Sales
An effective POP display can result in increased sales as customers are more likely to make impulse purchases when products are prominently displayed at the point of decision.
Catch Customers' Attention
POP displays use attention-grabbing visuals and creative designs to draw customers' attention, making them more likely to explore and engage with the products on display.
Educate Buyers
POP displays can provide essential product information and benefits, helping to educate customers about the value of a product, which can be particularly useful for new or complex products.
Questions to answer before implementing POP Displays
Before implementing POP (Point of Purchase) displays in a retail setting, it's essential to consider the following questions:
Where is a POP display often set up?
Determine the specific location within the store where your POP display will be placed. This could be near the checkout counter, in an aisle, at the entrance, or elsewhere. Consider foot traffic, customer flow, and the most strategic point for visibility.
What is my intent with this display?
Define the primary purpose of your POP display. Are you aiming to promote a new product, clear out excess inventory, highlight a limited-time offer, or reinforce your brand identity? Clarity on your objectives will guide the design and content of the display.
Who is my audience for this display?
Identify your target audience for the POP display. Understand their demographics, preferences, and buying behaviors. Tailor the display's visuals and messaging to resonate with this specific group, making it more likely to influence their purchasing decisions.
Answering these questions will help you create a more effective and impactful POP display that not only captures the attention of potential customers but also aligns with your overall marketing and sales goals.
Point of Purchase Display Examples
Point of purchase (POP) displays have been around for a while, being effectively used by many brands. However, we’re constantly surprised by how creative some of them can get, as they manage to attract customers instantly, without even trying that much!
Brands choose to integrate POP displays into their strategy as it’s a great way to increase a product’s presence in the store. But let’s not forget that a lot of them are doing this so customers are harder and harder to attract with such displays, especially when it comes to consumer packaged goods brands…
And this is where a bit of creativity comes in, being able to make a difference!
Let’s take a look at some of the most creative examples of POP (point-of-purchase) displays.
Shelf Talkers
No, they don’t actually talk, but they are great for helping a brand stand out, even though they are just some simple hanging tags or signs, installed on aisle shelves.
Besides catching the customer’s eye, shelf talkers can be used to point out promotions and educate the buyer about the product. Plus, they’re one of the cheapest and easiest ways of guiding customers to your product in the aisle!
Source: Pinterest.
Free Standing Displays
Speaking about cheap and effective ways of making products stand out, free-standing displays - basically cartons - are even better, as they provide more flexibility when it comes to their location within the store. Basically, they can be placed almost anywhere, not just on aisle shelves.
Another plus of standing displays is that they allow brands to put their creativity at work and experiment with attention-grabbing shapes and designs, like an oversized version of the product you’re trying to promote or something even wilder.
Source: Pinterest.
End Caps
It’s not that difficult to figure out where these POP displays are placed, right? That’s right, at the end of an aisle, where two of them sit back-to-back. And what makes them great is the fact that they allow product placement in very relevant areas, without actually needing aisle shelf space. But we’re not done yet…
End caps can be really effective in terms of attracting attention, as they basically give you a prime location and shoppers can see what you’re promoting without even going down the aisle.
Source: Pinterest.
Floor Graphics
Quite underrated, if you ask us. Why? Well, let’s put it this way: what’s the last place where you would expect to see an advertisement in a supermarket, for example? Exactly, on the floor!
In most cases, these are placed exactly in front of the shelves where your products are stock, as it will be easier for customers to find them, after spending a few seconds to figure out what on Earth is that thing on the floor and become really intrigued by this unusual way of promoting something.
Source: Pinterest.
Dump Bins
Ok, let’s make things clear: we’re not talking about your regular dump bins, usually found on the streets, in which you throw away garbage. Now, that’s a totally different thing.
The dump bins from our story resemble those but they are used for storing small-packaging products customers usually grab while browsing between the aisles. In most cases, they’re used by brands selling candy or food accessories, bought in bigger quantities, not just one or two pieces.
Probably the main reason why this type of POP display is becoming more popular than ever - yup, trust us, we’ve seen tons of them - is because they are free-standing and can be placed in such a way to be seen or interacted with from a lot of angles. And, well, more angles equals more visibility, you know?
Source: Pinterest.
Vendor Shops
Considered by many an over-the-top type of POP display, vendor shops are actually stores within a store.
Brands using these displays set them up to promote their products - sometimes, even just one - and, lately, they turned out to be pretty effective, in the form of pop-up shops, an ever-growing segment of the retail marketplace.
Source: Pinterest.
Motion Displays
Generally speaking, they’re attention-grabbing options, living right on the shelf of the product. In most cases, they’re simple, flashing LCD displays, with a sole purpose: grabbing the customer’s eye and, of course, trying to convince them to make a purchase.
One of their biggest advantages is the fact that they give an advertiser the liberty to...go wild when it comes to messages and rely on flashy images that just cannot be ignored.
Source: Pinterest.
Robotic Displays
This is, by far, our favorite type of POP display and it’s pretty easy to understand why.
We, at Tokinomo, wanted to take things to a whole new level, as we were somewhat bored of seeing the same-old in-store marketing and visual merchandising techniques used to increase sales. So we mixed light, sound, and motion technology to make products move. And even dance, sometimes.
Check out more details about how we’re making this possible here.
Gondola
In retail, a gondola is a stand-alone display unit used to showcase products. These displays are usually tall with a flat base and can be connected to create store aisles. They can also be used individually to show products.
Source: Pinterest.
Display cases
Display cases are specialized containers or enclosures designed to showcase and protect items of value or interest. They are typically made of glass or clear materials to allow for easy viewing while keeping the displayed items safe from dust, damage, or theft. Display cases are commonly used in a variety of settings, including museums, retail stores, exhibitions, and homes, to exhibit collectibles, artifacts, jewelry, valuable items, or any objects that require visibility and protection.
Source: Pinterest.
Banner stands
Banner stands are portable display devices designed to hold and present banners or graphic displays in a vertical or horizontal orientation. They are commonly used in various settings, including trade shows, conferences, retail environments, and events, to showcase promotional materials, advertisements, or informational content. Banner stands are typically lightweight, easy to assemble, and come in various styles, such as retractable, telescopic, or tension pole designs.
Source: Pinterest.
Interactive Displays
It’s hard to ignore a screen, no matter the message it has on it, and it’s been a while since brands started to become aware of this. This explains the entire display trend, which is seeing them relying on tablets and screens to create some really cool interactive displays.
In most cases, customers can find games on these displays or even questionnaires helping them choose a product or a promotion.
Source: Pinterest.
Product Dispensers
Finally, the latest entry on our list of POP displays suitable for CPG brands is product dispensers. In a nutshell, these are excellent for storing small quantities of your products in a really appealing way, whether we’re talking about placing them on a shelf, combined with shelf-talkers, or as a standalone installation.
The advantage is obvious here: a product presented with the use of a dispenser is hard to ignore. Even if a customer doesn’t exactly need that product, it’s hard to go unnoticed when presented in such a way.
Tokinomo campaigns with POP Displays
Tokinomo’s robotic POP display, Shelfobot, is one of the most engaging types of displays that brands and retailers can use to lift sales and increase in-store engagement. Here are 3 of the most praised campaigns implemented with Tokinomo Shelfobot:
Maggi’s Singing Soup Pot campaign
This award-winning campaign had a really interesting concept: Transform an ordinary soup pot into a musical spectacle with the assistance of Shelfobot. It was truly astonishing to witness an entire section filled with Maggi soups accompanied by a pot serenading with Italian opera.
Leveraging motion technology, Tokinomo choreographed the pot's lid movements to synchronize with the music's rhythm. Also, the sound technology enabled Nestlé to infuse Italian opera into Bolivian retail spaces, and the use of lighting effectively simulated the fiery effect beneath the pot.
Want to see how the campaign looked? You can experience the enchanting performance of the singing pot in the video below:
Because of its creativity, Maggi Singing Soup Pot received various awards, including the Creative Retail (UK) awards for POP/POS Concept and Innovative Display Product.
Fanta Misterio’s Spooky Halloween campaign
Dalben Supermercados aimed to create customer engagement during the Halloween season while highlighting Coca-Cola's products at the point of sale. Leveraging Tokinomo's Shelfobot technology, Coca-Cola successfully animated its Fanta products within multiple stores.
This Halloween campaign was executed in Brazilian stores, specifically in Dalben Supermercados, made possible through the collaboration with Tokinomo's partner, Creative Display. From October 16th to 31st, 2022, shoppers had the opportunity to interact with Fanta bottles at various locations in Brazil.
Take a sneak peek at the campaign:
Apart from increasing engagement at the point of purchase, this campaign also received a Convrt® Award.
Viper’s Hard Seltzer Launch campaign
Given that Asahi introduced a new beverage category to the Romanian market, their priority was to establish widespread awareness through various marketing channels. However, they sought a distinctive approach for their in-store presence. This led to their choice of Tokinomo, the robotic Point of Purchase (POP) display that breathes life into products.
The in-store activation, executed by IPP Romania, took place in 25 Auchan stores in Romania to encourage product trials among shoppers. For 14 days, Viper hard seltzer became the beverage that directly engaged and communicated with customers in the aisles of grocery stores.
Here’s how the campaign looked:
Best Practices for Point of Purchase Displays
Creating effective Point-of-purchase (POP) displays is essential for maximizing their impact on consumer buying decisions. Here are some best practices to follow:
Know Your Audience: Understand your target audience's preferences, buying habits, and needs. Tailor the display to appeal to their specific interests.
Clear Messaging: Keep your message concise and easy to understand. Use compelling visuals and text to convey the benefits of the product or promotion
Eye-Catching Design: Design your POP display to stand out. Use vibrant colors, bold fonts, and appealing graphics that grab attention and match your brand identity.
Placement: Strategically position your display in high-traffic areas where customers are more likely to make impulsive buying decisions, such as near the checkout counter or aisles.
Quality Materials: Use durable and high-quality materials for your POP displays. This is especially important for semi-permanent and permanent displays that need to withstand wear and tear.
Consistency: Ensure that your POP display aligns with your overall brand image and marketing campaign. Consistency in branding helps reinforce brand recognition.
Interactive Elements: If possible, incorporate interactive features like touchscreens, QR codes, or product demos to engage customers and provide additional information.
Seasonal Relevance: Update POP displays regularly to reflect seasonal trends, holidays, and promotions. Keeping displays fresh and relevant can boost their effectiveness.
Call to Action: Include a clear and compelling call to action that encourages customers to make a purchase. Use action verbs like "buy now" or "try today."
Measurement and Testing: Track the performance of your POP displays by analyzing sales data and customer feedback. Experiment with different designs and placements to find what works best.
Compliance: Ensure that your POP display complies with all legal and safety regulations, particularly if it involves food, health products, or any potentially hazardous materials.
These best practices can help you create POP displays that captivate customers, drive sales, and reinforce your brand's presence in the retail environment.
POP displays for in-store marketing
In conclusion, Point of Purchase (POP) displays are an indispensable tool in the retail marketer's arsenal. They have the power to transform ordinary shopping trips into memorable experiences, spark impulse purchases, and fortify brand recognition.
Whether you're a retail giant or a small business, mastering the art of POP displays can make a significant difference in the competitive retail landscape. So, seize the opportunity, design thoughtfully, and watch your products shine at the moment of decision.
