However, these high-traffic areas near the entrance and cash register aren’t the only options for your POP display. Elanco's countertop spinner is an excellent example of a POP display that stands out and engages the customer near the register. Typically, POP displays are located near or around the cash register or the entrance of the store-hence the name, “point of purchase.” Because these locations are usually where the final purchasing decision is made, an engaging point-of-purchase display can encourage consumers to make spur-of-the-moment purchasing decisions when they wouldn’t have otherwise. The colors, fonts, and messages on the display present the same brand personality you’d encounter if you ordered Kushy Punch’s products online, providing a seamless and engaging experience for consumers.īy using on-brand POP displays to differentiate your product from those surrounding it, you can improve brand recognition and ensure that every time a consumer walks past your display, they’re getting exactly the right message about your products. Kushy Punch’s CBD countertop display is an excellent example of a POP display that’s perfectly on-brand. If your brand typically pushes sustainability as a part of its core identity, values, and strategy, then you should definitely use sustainable materials to build your POP display. An effective POP display should tell your brand story in a way that is unique, authentic, and consistent with other marketing channels you may use. Consistent colors, logos, messages, and values make consumers feel more comfortable with your brand, and the more that they encounter these consistent, positive brand experiences, the more likely they’ll be to purchase from you in the future. The characteristics of an effective POP display are: On-BrandĪs with any marketing material you might create for your brand, consistency is key. Regardless of industry, product, or brand, a POP display should provide consumers with a memorable in-store experience. What Does an Effective Point-of-Purchase Display Look Like?Īlthough the specific strategies for designing an effective POP display may vary by industry, the best POP displays are always unique, “insta-worthy,” and eye-catching. Even if you have little control over the products that are featured near it and are competing for consumers’ attention, a POP display presents an opportunity to catch the consumers’ eyes, communicate your brand story, and ultimately increase sales. Think of a POP display as a standing salesperson for your product within the retail environment. During the holiday season, you’re likely to see temporary POP displays featuring seasonal discounts, whereas very well-established brands might choose to leave their POP display up year-round. POP displays come in many different forms, including basic signage, vendor “shops” (or sections within the larger retail store dedicated to a particular brand), countertop displays, floor-standing display cases, and more.Īdditionally, point-of-purchase displays can be temporary, semi-permanent, or permanent, depending on the type of promotion you’re using it for. Point-of-Purchase Display BasicsĪ POP display is a brand marketing asset that is displayed in-store with or near the merchandise it’s promoting. It's time to revisit the basics if you want to design custom point-of-purchase displays that drive more sales by capture consumers’ attention. Unfortunately, many brands aren’t using POP displays at all-and when they are, they aren’t used to their fullest potential. People are hard-wired to respond to visuals, and therefore the power of an effective in-store Point-of-Purchase (POP) display cannot be denied. Although drawing pictures on cave walls isn’t quite the same as designing an engaging custom retail display for your product, it’s the same idea. Visual design has been a way to tell stories since the dawn of civilization.
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