What is a Point of Purchase Display?
A point of purchase sign is a powerful promotional tool, generally placed either near the checkout counter or register in a business, or at the point of contact between the customer and the product within the store. POP signs provide maximum exposure for a featured product, event or promotion.
Point of Purchase Displays are designed to catch the consumer’s eye and encourage impulse purchases, increase brand awareness, and increase revenue.
Reasons to use POP Displays:
- Capture the consumer’s attention when they’re in the mood to buy
- Effective marketing without high cost
- Draw attention to sales and specials
- Build brand awareness and sales
Where to use POP Displays:
POP signs can and should be utilized in a variety of strategic areas, including:
- At the cash register or checkout
- Outside your physical location
- In your shop’s windows
- Counters and floor space near the advertised product
- High traffic areas within the retail location
The idea is that while your cash register is the chronological end of the sales experience, consumers make purchasing decisions throughout your store. Attractive signs placed appropriately can draw attention to products and encourage consumers to try something new, take advantage of a sale, or just remember to pick up those pretzels they like so much.
Types of Point of Purchase Display Signs:
- Floor stands
- Counter Top displays
- Brochure Holders
- Ceiling danglers
- Endcap signs
- Shelf Danglers
- Coupon Dispensers
- Lightbox Displays
- LED Displays
- Pole Banners
Research shows that close to 75% of grocery purchasing decisions are made in the store, so POP signs and product displays are critical to sales success.
In addition, studies have shown that good point of purchase displays are more effective than price reduction in increasing sales. A study conducted by OgilvyAction showed that when shoppers bought products they hadn’t planned to purchase, 24% were influenced by displays, but only 17% were influenced by price promotions.