Point of Purchase Displays 101: POP Retail for Beginners

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Point_of_Purchase_Displays_for_beginnersWelcome to the world of Point of Purchase Displays (POP). Designing an effective point of purchase display can often be a daunting task, especially if you’re unfamiliar with your options. However, with some careful consideration, executing a successful display can have a dramatic impact on sales for your product or brand. One of the first things you need to think about is the goal of your retail display as this will determine your direction and help you define and refine your options.

A few questions to consider in regards to point of purchase displays:

  • Do you want to sell as many products as possible?

  • Do you want to promote a new product?

  • Do you want to increase brand awareness?

Once you’ve answered these questions and have determined the purpose of your point of purchase displays, you’ll need to decide which type of display is going to be the most appropriate to achieving your goal.

Point of Purchase displays can generally be categorized into the following 3 groups:

3_groups_point_of_purchase_displays

The next step is then to decide where you want your point of purchase displays to be seen in the store:

  1. Floor Standing display

  2. Counter Top/Shelf display

  3. Wall display

To decide this you should consider the following questions:

  • What is your budget?

  • What is your footprint?

  • What product do you want to display and how big is it?

  • Where will your display be located (what type of store)?

  • Who is your target customer?

Three types of Point of Purchase Displays that will sell your product:

point_of_purchase_displays_product_glorifiers

Product Glorifiers

This POP display promotes one particular product or line. It is an eye-catching display that will capture customer’s attention and highlight the key features and benefits of the product. Sometimes glorifiers are stand alone units, while occasionally they are incorporated into a larger POP display to provide a focal point amongst the product inventory.

The product should always be the main focus of a glorifier display, however they often include key features and/or visually compelling graphics that promote the brand through storytelling. Sometimes glorifiers will present the product as a demo, allowing the customers to interact with the product, adding another dimension to the overall experience.

point_of_purchase_displays_product_dispensers

Product Dispensers

This is any display that incorporates product inventory that is ready for purchase. If your main goal is to sell as many items as possible, then these types of point of purchase displays are what you will need.

Floor standing, countertop and wall displays are all popular methods of dispensing product and each type will depend mostly on internal factors such as budget and your retail destination. Branding is essential for dispensing displays, as having something visually compelling draws the customer’s attention to your products…and away from the competition’s. Glorifiers are often incorporated into the main display for the same reason.

Using a floor standing unit to dispense your product often gives you a larger footprint to work with (and hence more space for product) than a countertop display, so naturally they will be more expensive. That being said, countertop displays can be just as effective if placed strategically where customers are most likely to make an impulse buy. Wall displays are often a popular choice. Usually these are modular, allowing you to easily arrange the various display components and provide more versatility.

point_of_purchase_displays_branding

Branding

POP retail branding aims to educate the customer and promote your brand and/or product. These may include logo headers, logo bricks and storytelling graphics amongst others. Images are key here so you’ll want to use graphics that are eye-catching and consistent with your branding. Often these displays are incorporated into a larger display to help enhance the overall appearance.

Do you need Point of Purchase Displays?

If you, or your company, are new to the world of Point of Purchase Displays, and you are looking to create a program for your company or product, let Concept Designs help.  We have over 20 years experience designing, engineering, and managing the production of custom retail displays.  We would love to hear from you.

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