Point of Sale (POS) displays are a great way to get visible in front of your target market at a point in time where they can act immediately to purchase your products.
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Despite the rise and rise of online shopping, approximately 85% of all purchases worldwide still take place at a physical retail store, meaning that POS displays remain an integral part of effectively marketing your products instore.
- But what is a POS display?
- What advantages do they offer?
- How do you go about making and installing them?
At Pegasus Media & Logistics we specialise in Point-of-Sale production and we have put together this guide to help you understand everything you need to know to hit the ground running with outstanding POS Displays!
What is a POS Display?
A POS display is a great way to draw attention to your product in a retail setting.
They come in all different shapes and sizes and are a great way to generate excitement and demand for your product in a physical setting.
As Howard Schultz, Starbucks CEO, says, &#;You walk into a retail store, whatever it is, and if there&#;s a sense of entertainment and excitement and electricity, you wanna be there.&#;
Using huge pop-up POS displays in the retail sector canbe a very successful high-impact marketing technique, creating a memorable experience and a sense of excitement. This is achieved not only through the use of superb design and originality, but also through the quality of manufacture of a POS display item.
POS displays can also be used as a type of sales promotion in which items are placed near, next to, or on a transactional purchasing area. When used to exhibit or promote convenience items, point of sale displays are most successful.
The purpose of such displays is to capture the attention of consumers to items and encourage them to purchase your products while they are shopping.
A POS display exists apart from typical aisle shelves to give additional facings and more visibility for a product. These displays are frequently found in the middle of huge retail aisles known as &#;activity alleys,&#; as well as any place else in the store where there is vacant space.
They can also be displays that are attached to the products shelving within the regular aisles of a shop.
What are the types of POS displays to use in a sales and marketing promotion?
There are a wide variety of POS displays you can incorporate into your marketing that can result in increased sales.
However, POS displays are not just for consumer products in retail stores. The film and TV sector regularly uses these displays to promote new and upcoming releases and to generate excitement around these events.
Charities and Not-For-Profits also use POS displays to collect donations, particularly given the rise of &#;checkout charity&#;.
The point of any POS display is to draw attention to your product and make the most of your real estate within a retail setting.
This is particularly important in crowded retail stores where buyers are presented with so many different options.
Here are some of the POS displays you can use in your next sale display.
- Counter displays
- Floor displays
- Shelf talkers
- Lightboxes
- Digital Displays
- Banner Displays
- &#;Dump Bins&#;
- Free-Standing Displays
What are some examples of POS displays?
As the list above indicates, POS displays come in all shapes and sizes. Here are just a few examples that SOS has produced for our clients.
What are the advantages of using POS displays?
There are several advantages to using POS displays.
First, they remove your product from the clutter of your home aisle and highlight it in a way that avoids &#;analysis paralysis,&#; the sensation a customer gets when the alternatives available to them are overwhelming.
POS displays also provide you additional facings, which improves the probability that a customer will pick your goods over a competitor&#;s.
Furthermore, POS displays are highly adaptable and come in a variety of forms and sizes. Many different types of POS displays may be set up in one store for a short period of time and then quickly disassembled and rebuilt in another.
How do you make a POS display?
Before you make a POS display, it&#;s important to consider some important questions:
- What is the intention of the display? Will the display be part of a wider promotion, such as a &#;buy one, get one free&#; deal? What sort of products will the display be showcasing?
- Who is the audience going to be for this display? An important part of answering this question is about understanding the type of store your display is going to be in. What sort of people shop there? What benefits of your product are going to appeal to that specific audience?
- Where will the display be used? Will your display be at the register? In the aisle? In the middle of a wide-open space? These questions will help you understand the size and scale you need to achieve to ensure your display stands out and captures attention.
Successful POS displays share the following characteristics:
- They&#;re well designed: The best POS displays by definition are displays that are eye-catching. It&#;s important to work with an experienced provider that can help conceptualise a stunning visual and bring it to life.
- They&#;re well manufactured and constructed: A flimsy-looking POS display is hardly going to impress consumers. A great POS display is sturdily built and made from high-quality materials.
- They&#;re well placed and installed: Even the best designed and built POS is going to struggle to stand out if it&#;s placed in a corner of the store that no one goes to.
When making a POS display, it&#;s important to partner with an experienced and professional printing company that can help you answer the three crucial questions about your display and back that up with exceptional design, manufacturing and installation capabilities.
At SOS Print and Media, we bring decades of experience to our clients and can assist with all facets of POS marketing, from design and conceptualisation, through to high-quality printing, delivery and installation!
SOS is here to assist and at the forefront of the latest innovations in POS displays to ensure that we can help you achieve an end result that not only sells products but has other tangible benefits.
For example, if you are looking to collect data from customers and prospects, our QR code solutions can be incorporated directly onto your POS display and do just that.
We can also assist with digital POS options!
Related
The point of purchase, or POP, is any part of a store where a customer engages with your product. POP displays themselves are displays that exist separate from the standard aisle shelf, effectively inserting a product into a shopper&#;s path through the store. Incorporating POP displays into your retail execution strategy enables memorable interactions between shoppers and your products that otherwise wouldn&#;t occur, and gives your product the opportunity to stand out among the competition.
In this post, we will first give a brief overview of what POP displays are, how POP displays differ from POS displays, and the benefits of including them in a retail execution strategy. We will then go into detail on guidelines for implementing the right POP display for your product, followed by different examples to help you get started.
In this post, we will first give a brief overview of what POP displays are, how POP displays differ from POS displays, and the benefits of including them in a retail execution strategy. We will then go into detail on guidelines for implementing the right POP display for your product, followed by different examples to help you get started.
What Is a Point of Purchase Display?
A POP display exists separately from traditional aisle shelves in order to provide extra facings and more exposure for a product. These displays often appear in the middle of large store aisles called &#;action alleys,&#; or anywhere else in the store where there is open space.
There are many benefits to utilizing POP displays. First, they remove your product from the clutter of your home aisle and spotlight it in a way that prevents &#;analysis paralysis&#; &#; the feeling a shopper gets when the options they have are overwhelming. POP displays also provide you with more facings, which ultimately increases the likelihood a shopper will choose your product over a competitor&#;s.
Additionally, POP displays are extremely versatile and come in many shapes and sizes. Many types of POP displays can be set up in one retailer for a period of time and then easily be broken down and reassembled in another.
They&#;re also more customizable than your standard store shelf.. This means brands can design them to coordinate with a promotion, a season, or a holiday. There is no limit on creativity when it comes to POP displays, which you&#;ll see later in the examples section of this post.
What Is the Difference Between POP and POS?
While POP and POS are similar, understanding the difference is important when deciding which to use to display your product. POS stands for &#;point of sale,&#; and both POP displays and POS displays serve the purpose of drawing extra attention to your brand. The difference between the two is that while POP displays can occupy floor space throughout the retailer, POS refers solely to the area near the register where the actual sale of the product happens.
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Common POS displays include the magazine racks and shelves of candy leading up to the register, or the refrigerated displays at the end of the checkout lane. Usually, individually packaged products such as confectionaries and beverages fare the best in these locations, provoking last-minute impulse buys as the customer finishes up their shopping trip. Brands with smaller products that might not always be at the top of a customer&#;s shopping list should definitely consider investing in POS displays.
Guidelines for Implementing POP Displays
So now that you are ready to put a POP display into action, there are a few guidelines to follow before committing to a strategy and following through with it. We've outlined below three questions to ask and answer when planning to incorporate POP displays into your retail execution strategy.
"What is my intent with this display?&#;
The first question to ask yourself is, &#;what is my intent with this display?&#; For example, if you are planning to roll out a &#;buy one, get one&#; deal or a bundle pack of your product, the intent of the display should be to communicate the promotion to the shopper. This is often done through signage, so selecting a POP display that provides surface area for a promotional design is the top priority.
&#;Who is my audience for this display?&#;
Another question to ask yourself is, &#;who is my audience for this display?&#; The answer to this depends on a variety of factors &#; the type of retailer the display will appear in, where within the retailer the display will go, and your target demographic.
If your POP display is going in a convenience store instead of a grocer, this affects both who the buyer is as well as their reason for shopping in that location. A shopper in a grocery store with the goal of purchasing a large quantity of products would be more likely to encounter your product while browsing shelves than a shopper that is only intending to purchase an item or two in a convenience store.
"W
hat will be the location of my POP display?"
Considering the type of retailer is also important to answering the question, &#;what will be the location of my POP display?&#; Going back to the example of the grocery vs. the convenience store, it would be best to score floor space near the front of a convenience store, since the convenience store shopper is less likely to browse the entire retailer than the grocery store shopper.
Another reason location matters is that if the retailer your display is going in has limited space, you wouldn&#;t want to use a massive display that would obstruct the aisle. Likewise, if the retailer is sizable with ample floor space, choosing a small display might cause your product to get lost in the crowd.
After determining the answers to the above questions, you will also have to consider where to purchase your POP display. While there are countless online retailers to choose from, not all are created equal. Some sell plain displays with no customizations &#; others allow you to design the display entirely online. Additionally, there are retailers that specialize in cardboard displays while others sell displays made out of more durable material. Be sure to assess your different options and make an informed decision.
POP Display Examples
Gondola Display
Gondolas are two-sided, standalone shelving units that also appear in larger, more open areas of a store. They have adjustable shelves, which makes them customizable to accommodate different sized products. While they typically are made with steel frames and pegboard, there are options for brands to promote their product through graphics and an attractive color scheme.
Dump Bins
Dump bins certainly live up to their name &#; they are literally giant bins in stores that are commonly stocked with individually packaged products. You&#;ll often see them full of candy other small products that provoke impulse buys.
A great advantage of dump bins is that they are standalone displays, and can be strategically placed to be seen or interacted with from all angles. They are also usually made out of cardboard or are otherwise customizable, so bins are not only a great opportunity to get creative with how you project your brand&#;s image, but they&#;re also easy for your field team or distributor to ship and set up.
Freestanding Display
Freestanding displays are similar to dump bins in that they are also standalone displays and can be interacted with from 360 degrees. That being said, they are more organized in appearance than dump bins, and often neatly display slightly larger products on shelves or hooks. Like dump bins, freestanding displays are also commonly made out of cardboard, so they are a great chance to experiment with some attention-grabbing shapes or designs.
This free standing Stella Artois display is a fantastic example of the ingenuity and versatility brands can capitalize on when figuring out what type of display will be most effective for both grabbing attention, creating buzz around a product, and increasing impulse buys.
Display Cases
Retail display cases are a type of standalone display that is closed in on all sides by glass or clear plastic. To access the products, shoppers may have to speak to a store associate to retrieve the item from the case for them. Other times, if the case is serving an ornamental purpose, shoppers can find the product on its home shelf. Because of their security, higher-end products will often find their way into these displays.
Brands can design unique cases by displaying their product in a nontraditional way. For example, if you are selling perfume or lotion, including objects that represent the fragrance of your product will present an aesthetic that is simultaneously attractive and informative to the shopper.
Banner Stands
Banner stands are standalone signage that brands can place throughout the store to feature their product or announce a promotion. Banner stands are inexpensive, mobile, and effectively catch shoppers&#; attention. When creating a banner stand, always remember that less is more &#; you don&#;t want to overwhelm the shopper, so avoid using too many colors or providing more written information than what the shopper would be willing to read. If your banner stand is not located next to your product, you can include a message within the graphic on where it can be found in the store.
Endcap Displays
End caps, as you probably inferred from the name, are displays that are placed at the end of an aisle where two aisle shelves sit back-to-back. Like free standing displays, end caps allow you to place your product in relevant areas without needing aisle shelf space. They also give you a prime location to attract a lot of eyes -- shoppers can see your display without even going down the aisle.
Best Practices for Point of Purchase Displays
From banner stands to gondolas to display cases, the return on investment a brand can generate from proper POP display implementation is well worth it. As a quick refresher, we&#;ve compiled these best practices as key takeaways from this post to help you move forward with your POP-focused retail execution strategy:
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The point of purchase is anywhere in the store a customer interacts with a product; the point of sale is where the actual transaction occurs.
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POP displays are versatile, create more facings for your product, and save the shopper from &#;analysis paralysis.&#;
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Deciding on a POP display should be based on the audience, retailer, and location of the display.
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Not all POP displays are created equal, so be sure to invest in one that will achieve the specific goals of your retail execution strategy.
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