Point of purchase or pop displays are a popular in-store form of promotion that can often be a hit or a miss. A lot of impulse buying is driven by how advantageously certain products are displayed. It could be a promotion that allows customers to take advantage of a discount or the marketing of a new product they have never seen before. Whatever the reason behind setting up these displays, here is how you can boost their visibility and impact.
When people are walking up and down aisles in a store, it is because they are mainly looking for specific items on their shopping list. They will hardly take time to look at information about an unfamiliar product they do not need. That is why point of purchase displays work best in areas where customers are forced to become a captive audience. And this is when queuing for checkout. Positioning your display near the counters will provide an opportunity for customers to examine the display as they wait their turn and be tempted to pick a sample.
To encourage sampling, the product should either be free or low cost. Creating sample sizes of your product is a good way to encourage people to buy as the cost is minimal to their wallets. And with a small size they will feel less worried about waste if they realize they do not like the product after all. For food items, you may want to consider supermarket display stands for food tasting.
Having someone at the display to help encourage people to approach and try a product is ideal. Many will be unsure if the item is a free sample or is discounted. A staff standing right there can quickly clarify and engage the customer in further discussion that will encourage them to make a trial. Push selling has long proven highly effective in making people feel obligated to make a purchase because they took up the marketer’s time.
Make The Display Pop
A colorful eye-catching design can do much to appeal to buyers. Especially when the target audience is children. They will naturally be drawn to the pop displays and will often try and get their parent or guardian to make a purchase. Tailor your display to appeal to your target audience for the best results. You can even enhance the display with light fixtures, video screens, or interactive tablets. Whether it is a countertop or stand up display, you should take advantage of any exposed space to make a positive visual impact.