Why Retail Point Of Purchase Displays Increase Sales

Why Retail Point of Purchase Displays Increase Sales

What are retail point of purchase displays?

A retail point of purchase display is a term used to describe marketing materials or some other type of advertising that is placed next to the set of products that it’s promoting. The term “point of purchase” describes the fact that they’re typically found near the checkout area where customers go to pay for their products. Although they’re usually found in the checkout section, they can be located anywhere throughout the store.

What role do they play?

Do you remember being a kid and begging your mom to buy you a piece of candy or some other treat while she was in the middle of checking her groceries out? Although you didn’t have a craving for the treat ten minutes ago or even knew it existed in the first place, you suddenly had an intense craving after seeing a big colorful display with bright pictures detailing how amazing M&M’s taste as the milk chocolate melts in your mouth and sends you to a world of bliss. I remember seeing these all the time when I was younger and the marketing technique has stuck around to continue to get shoppers to check out products they may not have previously considered or even known to exist beforehand.

Point of purchase displays have grown to become a recurring strategy for many manufacturers and retailers by advertising their products’ functionalities and benefits to shoppers that weren’t previously aware of the product. Not only do these displays work to promote the benefits of the product, but they must also be designed to capture the eye of shoppers searching the store for other items. That said, they don’t all have to be bright and have cartoonish images to be effective. The design of the display relies on the type of customer you’re trying to attract. So if you’re selling dolls to young girls, then you’ll want to use a lot of colors as well as vivid imagery to capture their attention. If you’re selling socks to grown men, on the other hand, then you will want to keep the design minimal and straight to the point.

Where should they be placed?  

The reason that point of purchase displays are typically found near cash registers is because that is where it’s easiest to put smaller displays that are promoting things like energy drinks, soda, candy, etc. They don’t take up that much space and the items are inexpensive, so you’ll be more likely to consider them for a last minute purchase. Although they are effective at the front of the store, don’t think that’s the only way they’re able to increase your sales. Point of purchase displays are also effective at promoting products in their corresponding sections.

For example, if a merchandiser wants to build a display to promote a new video game release, then it should be placed in the electronics section close to where the video games are. If you want to advertise a new brand of steak sauce, then it should be placed in the produce aisle. This is because consumers are open to purchasing certain products while they’re shopping for items that are similar. So feel free to use a point of purchase display for any items, just make sure that you’re placing these displays in areas where consumers would be interested in them.

How long should you keep them up?

Point-of-purchase displays come in three forms: permanent displays, temporary displays, and semi-permanent displays. The form it takes depends on the type of product it is along with how long the manufacturer paid to keep the display up. Here’s a short description of each form so you can get a better idea of each and figure out which would be best for what you’re looking for.

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