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What is a POP display? Let’s Know The Effect And Strengthen The Sales Activity!
Most people must have seen a POP display, for example when shopping in supermarkets, convenience stores, or while eating in restaurants. In fact, it plays an important role in encouraging customers to make purchase decisions.
Table of contents
- 1. What is “POP display” for sales promotion?
- 2. Effects of POP display
- 2.1. Increase the purchase intention
- 2.2. Enhance product announcements
- 2.3. Provide product information
- 2.4. Create customer flow
- 2.5. Promote store brand image
- 3. Effective locations for POP display
- 3.1. Store front
- 3.2. Inside of store
- 4. Points to note
1. What is “POP display” for sales promotion?
POP(point of purchase) display is an essential marketing tool used in stores to encourage the customers to purchase which you will see it in a variety of stores on a daily basis . Product explanation cards, price cards, posters, tapestries, tabletop stands, display panels, and banners are examples of POP displays.
2. Effects of POP display
Using a retail store as an example, we will introduce benefits of POP display and how this works.
2.1. Increase the purchase intention
POP displays are expected to increase customer intention to purchase products. Some customers come to a store without deciding which specific product they want to get. In some cases, they may not find the product they are looking for.
In such situations, it makes them look at other products besides the one they are interested in and influence their purchase decisions.
2.2. Enhance product announcements
POP display also can be used to draw attention to a product, such as limited editions, new products, and sale items. You can effectively appeal to consumers who were unaware that the products were available.
2.3. Provide product information
Before purchasing a product, many customers would like to hear product details such as usability or benefits. While it would be ideal if a store employee could explain the product, it is difficult to have an employee explain the product to all customers to the store every time they visit due to time and manpower issues.
In such cases, having product descriptions on stand panels, posters, etc. can save time and effort by eliminating the need for employees to verbally explain products and may lead them to make a purchase.
2.4. Create customer flow
It can be used as an item to guide customers to the store by describing where products are located, where the cash register is located, etc.
2.5. Promote store brand image
POP Display helps to change the store brand image without modifying the layout or interior design. For example, placing POP display that reflect the season in the store will add a sense of the season.
In addition, matching the design of POP display to the tastes and preferences of the main target customer can be expected to encourage customers to enter the store.
3. Effective locations for POP display
There are many types of POP display with different sizes and shapes, such as posters, banners, tabletop stands, and price cards. Since each has a different effect, it is important to consider which kinds should be used based on the location where it will be placed.
Here are some examples for suitable placement in both store front and inside of store.
3.1. Store front
Display POP placed in store front is a tool to encourage passers-by to visit the store. Relatively large and easily visible one such as posters, banners, and large panels can be effective.
The content of display POP is better to include store introductions, seasonal item recommendations, and information on sales and other campaigns.
In addition, it should generally be placed near the entrance to the store, unless it is used to create a customer flow to the store or venue. If display POP is placed far away from the store, consumers may decide not to visit the store, saying that they do not know where the store is located.
3.2. Inside of store
It is often placed next to the cash register, on tables, or by products. They can also be placed on a tabletop stand with a QR code or other information to encourage customers to sign up for an e-mail newsletter or app.
However, if display POP is too large, it may interfere with the layout of the store or be difficult to move around. On the other hand, if it is too small, it will not be effective. It is important to adjust the size according to the location where it is placed.
Be sure to consider appropriate size and contain the necessary information.
4. Points to note
As explained, display POP is useful tool to attract the interest of customer, to inform them of products and sales, and to encourage them to visit the store.
However, you need to note that it might have the opposite effect if not knowing how to use properly, such as when too much display POP or when the design is too flashy, the products do not stand out and it does not match the store brand image. The important thing is not to get people to look at display POP, but to get them purchase the products. Make sure that it’s designed and placed properly to catch the attention of customer and to introduce the products.