It takes skill to get a shopper to stop in their tracks and check out your display. Interrupting that customer journey and piquing the interest of the consumer is the ultimate goal of point of purchase (POP) displays. If you have a strong enough design, shoppers will not be able to help but notice your POP display.
What is a POP Display?
Point of Purchase displays are promotional displays of products that are intended to attract the attention of customers. They are set up in strategic locations around a supermarket or retail store to encourage customers to impulse buy.
What are the Benefits of POP Displays?
Help you to stand out from the crowd.
Increase sales.
Encourage impulse purchases.
Showcase your product and brand in the best possible light.
Improve brand recognition.
Inform customers about your brand/product.
Showcase the product’s benefits.
Stand out amongst the noise of other brands in the retail environment.
Proactively answer customer questions about your product.
If you need help creating a POP display, use an expert who can help with product placement, messaging, display labels, and creative design. Here at Impulse Point of Purchase, we specialise in creating eye-catching shop display stands. Our POP displays are highly effective in boosting sales and driving consumer engagement.
Many companies opt for vibrant colours and eye-catching imagery to draw attention. This is a great strategy. However, it really pays to think outside the box. A basic display with your promotional message and product may work, but creative ideas are much more effective in grabbing attention.
In this blog, we are going to take a look at 5 creative ideas that you can use for your POP displays to make your marketing campaign more effective.
Five Creative Ways
1. Creative Shapes
The standard boxy POP display can end up blending into the rest of the shelving. To truly draw the attention of customers, you need to be visually disruptive! Do something different with the shape of your POP display. If you sell drinks, opt for a giant bottle display. If you’re a stationery provider, go for a giant pencil. Or if your product is vehicle-related, a car or bus-shaped display will really grab the eye of potential buyers! A creatively shaped POP display will make a memorable impression that is more likely to stay in the minds of the customer. It will help to differentiate your brand from your competitors. Unusually shaped POP displays can enhance the presentation of your product and highlight the key features in a more visually compelling way. When you’re brave with the shape, the POP display can create excitement around your product. This type of buzz leads to customers being more likely to interact with the display or share it on social media.
2. Audio-visual Enhancements
The aim is to make your POP display eye-catching to entice people to engage with it. Bright vibrant colours will make it punchier without a doubt but think about how appealing a display that’s lit up will be! Lighting has a direct influence on our mood so the use of audio-visual aids can enhance the atmosphere of your display. You could use spotlights, backlights or colour-changing lights to highlight your products and draw the eye of the customer. Light can also be used to showcase specific features of your product such as the texture. Light is also great for creating ambience. You could use warm lighting to enhance a cosy feeling for soft furnishings or bright and energetic lights to promote sports products. Lighting can also create drama or accentuate the colours of your product to make them appear more vibrant. Let’s not forget sound! Consider adding background music to set the mood or incorporate buttons or sensors that trigger specific sound effects. This can help encourage customers to spend more time exploring your product at your display.
3. Shock Value
Shock sells! And it’s a great way to make your POP display stand out. You want your display to make someone stop and take notice. You want to rouse emotions whether that’s fear or surprise. Whether you choose to be a bit risqué or come up with a funny or potentially controversial slogan, the aim is to encourage people to take a photo of your POP display and upload it to socials or send it to friends! This can do wonders for getting your brand or product name out there. We all remember Yorkie’s Not For Girls campaign for this exact reason.
4. Interactive Elements
Standard POP displays may hold the attention of customers for a few seconds but an interactive display can keep the user engaged for much longer. You could add an interactive screen with a video to showcase your product or a game for customers to play. Even temporary cardboard displays can be strong enough to hold tablets or touchscreens. Virtual reality experiences are fantastic at generating a buzz around your product. The tactic of adding interaction is fantastic if people are not familiar with your product as they can learn more about it. When customers have a fun and positive experience with your display, it will improve brand recall.
5. Product Testing
People love a freebie! You can set your POP display up to include a free sample allowing customers to test on the spot. This is a proven strategy that increases the likelihood of purchases being made. The customer learns about the product, can sample it and then it gives them the instant opportunity to buy it. Free samples create positive brand associations and customers are more likely to remember the company. It will also increase the time spent interacting with your display. When customers are given the opportunity to test a product, it also increases their trust in the brand. It’s that ‘putting your money where your mouth is’ mentality.
Display marketing can be extremely effective when done correctly. Making your POP displays stand out requires creativity. Here at Impulse Point of Purchase, we can create customised and eye-catching shop display stands to make your product memorable. Give us a call to discuss your requirements.
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