A point-of-purchase display, commonly known by its acronym, POP, is quite simply a display that is separate from the standard shelving that either shelves the product itself or brings attention to the product.
Manufacturers will often provide some kind of POP display with their products in order to ensure the product receives attention once its on display. It helps manufacturers get a leg up on the competition by bringing customers’ attention to that product instead of another similar product. The nice thing about POP displays is that they can be whatever the manufacturer wants them to be.
1. Display style
A point-of-purchase display can vary greatly in size. It can be as simple as a small sign that sticks out from the shelf to grab the attention of customers browsing. On the other end of the scale, a POP display can be a full display that actually houses the product directly on it, and stands separately from the shelf.
This is also an effective way to make the product stand out, as it will often be standing in the middle of the aisle or be placed in a spot the customer must pass as they navigate the store. POP displays come in many other sizes and styles as well.
2. Visual attraction
POP displays are also diverse in how they attract attention. Some simply use bright colours and the company’s logo to demand attention, while others will use words or pictures instead. POP displays can be cartoons that use the company’s mascot to “speak” to customers’ wants and needs, or use humour to make the customer feel something about the company and the product being advertised.
Any of these visual tactics can effectively attract a customers’ attention, and can be used individually or collaboratively in a display.
3. Location is key
POP displays were traditionally located at the cashier or point of purchase, hence the name, however over time, the definition of POP displays has become much broader, and they are now peppered throughout the entire store instead of just at the cashier. What has been noted is that wherever a POP display disrupts a person’s path (either physically or visually), it does its job of attracting attention to that product, so merchants have taken to setting up POP displays in the highest traffic areas for maximum effect.
Another location-specific trick used for POP displays is to place them next to products that may not necessarily always be placed together, but that complement each other. This can help promote the purchase of both products, as people perceive a need to purchase items that complement each other.
Another thing POP displays do well is to share information that can’t go directly on the label. For instance, the display can connect with the customer on a more emotional level to tell them why the product is great or it can highlight the features of the product to make the customer’s decision easier. POP displays can direct customers to a product as well – they can be floor stickers, hanging signs, or stand-up signs. They are a highly efficient way to attract a customer’s attention to a specific location.
5. Save money and make more of it
POP displays are a type of advertising, but they don’t cost as much as media advertising does. They effectively advertise a product in a few different ways. One, they may get the attention of impulse buyers. In doing so, the company has effectively sold a product it may likely have never sold. Two, they influence people to choose that particular brand over any other. Three, they increase brand recognition in all shoppers.