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Five Ways You Can Improve Your Point-of-Purchase Displays

October 27, 2022

 In a world of short attention spans, capturing your customer's eye is more important than ever. Although your whole store's layout should have the customer's attention and experience in mind, being thoughtful about display types can elevate your store even further. Point-of-purchase (POP) displays are attention-grabbing displays located strategically by the checkout areas to prompt customers to make impulse purchases. These displays will have the most potential for sale when store owners create them strategically and place them appropriately throughout the store. Follow these five steps to improve your POP displays.

 
Location, Location, Location


You can create an aesthetic and persuasive display, but if you don't put the display at the right location, it will not drive sales. To identify the optimal places throughout a store for POP displays, you can run a quick, informal study on customer behavior in the store. Bring in a friend or relative unfamiliar with the store and have them walk around and look through your merchandise. Where do they stop throughout the store, and where does their gaze travel? 


The idea behind a POP display is that the store places it near the point-of-sale system, typically the checkout line or counter. Within this location, put the displays strategically where customers can't miss them. Beyond the checkout counter, consider having displays at a customer service desk counter or anywhere else a customer can pay for the items (electronic kiosks, self-checkouts, etc.).

 


Consider Lighting

 

Lighting is a critical tool for elevating POP displays and your store. Most store owners have switched to LED fixtures to save energy and have brighter lights. However, store owners should think beyond overhead lighting. You can highlight a particular display or product with "spotlight" or gallery lighting. Putting small strip lights or rope lights around displays will also draw attention to the products. 


If you have any interactive displays where the customers can "try out" a product, having lighting in the display separating each product can encourage customers to interact. You could also experiment with lighting in different colors, although you don't want to overstimulate the customers. Thinking through your store's lighting plan will make all the difference.


Personalize the Display

 

The purpose of a POP display is to drive sales of the items on display. The display's shape, color, and design can aid in accomplishing this. It should also be both functional and creative. The shape and size should function to hold the items appropriately and showcase them. However, the display can also stand out from the shelving or alignment of other merchandise in the store. As for color, you will want to pick a color for the display that will not clash with the merchandise you plan on displaying. You might also consider having seasonal colors or design elements to set the items apart and encourage a customer to make an impulse purchase. 



Signage Is Vital

 

Like location, signage is essential to a successful POP display. The POP display will not drive sales if the display is aesthetically pleasing and placed conveniently in the store, but there is no clear signage giving information about the product or its price. The signage should have clear, concise wording that will entice the customers to check out the product. The colors and graphics on the sign do not necessarily need to match the color of the display, but they should complement the color scheme.


Use Your Point-of-Purchase Display to Close the Sale


With all these tips in mind, your POP display should increase sales of whichever products are exhibited by the displays. If you have a specific item, particularly a smaller one, that you want to push out, you could task your cashiers with mentioning it at the point of sale. For instance, a cashier saying, "Did you see our new line of protective lip balm? I have some up here if you'd like to add it to your purchase today," can encourage the customer to make that last-minute purchase. 



Work With Exactec


Here at Exactec, we have decades of experience in plastic fabrication and screen printing. If you need a POP display or a different type of retail display, signage, store fixtures, and more, our talented team is here to help. We can help you develop design ideas or bring plans you have already put on paper to life. We have done work for clients in many industries all over the country – get in contact with us today to find out why. We can't wait to hear from you!

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