In the not-too-distant past, a point-of-purchase (POP) display was simply used for candy, gum, and tchotchkes arrayed around a cash register. Still, these displays were there for a reason: They worked. You might not have realized, as you approached the register, that you needed a pack of double-mint or a phone charger for your car, but you did once you made it to the front of the line.

Then a funny thing happened. Store owners realized that the location of a point-of-purchase display didn’t have to be limited to the actual point of purchase. An impulse buy can occur anywhere in the store – it doesn’t have to be a literal last-minute decision. Today, the term POP display refers to any marketing material that is near the merchandise it is promoting.

Research has found that anywhere between 70 to 75 percent of a shopper’s decisions are made in the store. This means that someone may run into Target just for a box of cereal, but chances are that person will leave with three or four items. This is where Pop Displays come into effect. It is the perfect moment to grab a shopper’s attention and make them notice a product.

POP displays are not limited to retail, however. Hotels, restaurants, pubs, cafes, and kiosks are increasingly using variations of these displays to great success. These businesses tend to view POP displays as a partnership with brands and prefer POPs that are functionals as opposed to strictly serving as advertisements. For example, a branded umbrella that helps to protect outdoor patrons from the elements.

A recent study by POPAI Central Europe and the research agency Perfect Crowd found that, in these food service industry environments, POP displays can help to increase sales and build brand equity.

The research defined brand equity as “a combination of purchase motivation, uniqueness, quality, availability, and brand features that meet customer needs.” In essence, some brands are better known to consumers than others – and a POP display can help level that playing field. The study found that “the less established the brand is in the minds of consumers, the greater the effect of the POP on strengthening brand equity.”

Establishments that are concerned about have several advertisements covering all their available space do not need to worry. The study looked at branded umbrellas, billboards, and other materials and found that they had a “measurable impact on sales growth,” but there did not need to be a multitude strewn throughout. The number of POP materials did not have an impact on total sales.

Tips for Successful POP Displays

Most importantly, a consumer needs to be able to walk past a POP display and understand it in a second. These are meant to grab a pedestrian’s attention. POP displays need to be easy to read, concise, and simple. That is true of both the content and the design. However, that doesn’t mean that there’s no room for bona fides. You should include anything that establishes the quality of your brand, such as certifications and awards. (Including a local or national celebrity is also a quick way to give your brand a boost of credibility.)

A POP display should be consistent with its surroundings, especially for a hotel or restaurant. Most of these establishments are very carefully designed and will not want anything where the colors, graphics and/or designs clash with the environment. So, it is essential to find a way to make your brand stand out without conflicting with its surroundings. However, you don’t want to clutter a table with POP – diners get annoyed with anything that gets in the way of a pleasant experience.

In this same vein, the materials you use need to be consistent with the environment. If your POP display is to be used in a four-star hotel, you don’t want to utilize material that appear to be cheap (that doesn’t mean it has to be expensive; it just has to look expensive). Using sturdy, high-quality materials is especially important when the POP display is intended to be in one place for a significant length of time.

A POP display can also double as a service by providing consumers with helpful navigation or location information. A POP display can also tie into the establishment by recognizing an award it recently won or reminding people to appreciate the service they are receiving. Any additional value the POP can bring will be welcomed by the establishment, and it displays credibility and personality to the consumer.

Also, if your product is not 100 percent straightforward and easily understood, it is always a good idea to have a representative from your company on site to set up the POP and answer any questions the staff may have. If specific training is needed, be sure to coordinate an established training time with management before your rep arrives.

Types of POP Displays

Signage

This is likely the most influential form of POP is signage. Brigham Young University recently performed a study that discovered sales for items that were advertised by nearby signs outperformed those without signs by 20 percent. Even more interesting, items with signs that were sold at their regular price outperformed discounted items by 18 percent.

Signs draw attention; it’s that easy. There are several forms of in-store signage: posters, hanging displays, and shelf-mounted signs. Banners are also effective signage and, assuming clear site lines, can be seen from a great distance.

Floor Graphics

Floor graphics are a fun way to utilize previously unused space that often surprise potential buyers and grab their attention. Not only are floor graphics hard to miss, but they can be used as directions that lead someone directly to a product.

Floor graphics are made to be scuff and scratch resistant, which means that heavy foot traffic won’t damage them. For the most part, floor graphics are used for short-term promotions and intended to last about a month. But that is a short-ish time span that can pay off in significant ways.

Pole Toppers

These POP displays are mounted on the top of a plastic or metal pole that also supports some shelving to hold products cascading down from the display. Pole toppers are usually pretty cost-effective, and the signage is easy to spot. Plus, once they have caught the eye of a consumer, the products are unmissable. This makes pole toppers extremely useful.

Cardboard Standees

These are a holdover from the times when a POP display rested next to a cash register (remember cash?).

Since that time, cardboard standees have grown in size and effectiveness. The typical standee has signage at the top and maybe along the sides with space in the middle that holds the products, which could be anything.

These standees are often trimmed in the shape of the image with a precision die cut. Elaborate cardboard standees can include lights, sounds, and moveable parts. They may even be interactive, with sounds and responses that are activated when somebody passes by.

POP displays have come a long way from the actual point of purchase. These displays now have considerable influence on buying decisions through a store or restaurant. For more thoughts on conceptualizing and creating impactful POP displays, give The Trade Group a call at 800-343-2005.

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