Imagine walking into a store to buy some groceries, and right before reaching the checkout counter, you see a neatly arranged display of new healthy snack bars. You haven't seen or heard of this brand before, but the bright colours and eye-catching packaging grab your attention. You add one to your basket, even though it isn't on your shopping list. This is the power of a well-executed Point of Sale (POS) display. So, what's the secret behind this promotional strategy, and how can it help drive sales and increase brand awareness?
In this article, we'll discuss Point of Sale Displays, also known as Point of Purchase (POP) displays and how they can contribute to driving sales and increasing brand awareness.
What is a Point of Sale Display?
A Point of Sale Display is a promotional tactic utilized by retailers and marketers to grab customers' attention and influence their purchasing decisions at the place where the transaction occurs. These displays use visual cues and strategic positioning to encourage impulse buying and, ultimately, increase sales. Research shows that more than 70% of customers make purchase decisions in-store, making POS displays an essential tool in persuasive marketing efforts.
The Science Behind POS Displays
Understanding customer behavior is the key to implementing effective POS displays. Studies show that customers often respond to visual cues, and these cues can impact their purchasing decisions. For instance, when presented with attractive displays and visual merchandising, customers tend to spend more time in the store, which correlates to an increase in sales.
When it comes to impulse buying, more than 80% of decision-making happens in less than 20 seconds. This emphasizes the importance of creating displays that can capture the attention of customers and quickly persuade them to make a purchase. Moreover, strategically placing these displays in high-traffic areas, like near the checkout counter, can significantly increase their impact on sales.
Types of POS Displays
There are various types of point of sale display, each designed to cater to specific marketing objectives and retail environments. Below are some commonly used types of POS displays:
- Counter-Top Displays: These displays are often used for small products and placed on the countertops near cash registers or other high-traffic areas.
- Floor Displays: These larger, standalone displays can be found in aisles or store entrances, showcasing featured products or promotions.
- Endcap Displays: Situated at the end of an aisle, these displays maximize visibility and usage of retail space.
- Hanging Displays: These displays utilize ceiling space and are perfect for creating a visually appealing in-store experience.
Tips for Creating Effective POS Displays
- Know Your Target Audience: Understanding your target customers is essential for designing displays that will resonate with them. Consider their preferences, needs, values, and expectations when developing your display.
- Have a Clear Message: Ensure your POS display has a singular, clear message that customers can easily comprehend. Use bold headlines, compelling images, and concise copy to convey this message.
- Be Visually Appealing: Ensure your display has eye-catching design elements, including colours, fonts, and imagery, to grab your customers' attention instantly.
- Use High-Quality Materials: Invest in durable and sturdy materials that will maintain the aesthetics of your display and withstand wear and tear.
- Keep it Simple: Avoid overcrowding your display with too many products or information, as this can overwhelm customers and deter them from engaging with your display.
Maximizing the Impact of Your POS Displays
- Use an Integrated Marketing Approach: Combine your POS display efforts with other marketing initiatives, such as digital and out-of-home campaigns, to reinforce your brand message and reach an expanded audience.
- Train Staff on Product Knowledge: Ensure your employees are familiar with the products featured in your POS displays, as this can help them guide customers in their purchasing decisions.
- Continually Update Your Displays: Regularly update your displays to keep them looking fresh and maintain customer interest.
- Test and Measure: Track the performance of your POS displays regularly and make any necessary adjustments to improve their effectiveness.
Case Studies: Brands Successfully Using POS Displays
- Coca-Cola: Known for its innovative and eye-catching displays, Coca-Cola successfully uses endcap and floor displays to showcase their products and increase their visibility in retail spaces.
- L’Oréal: The beauty giant invests in visually appealing and on-brand counter-top displays to promote new product launches and drive sales in various retail environments.
- Procter & Gamble: P&G utilizes various POS display strategies, including floor and endcap displays, to promote their wide range of products from household items to personal care.
Conclusion
Drive sales and increase brand awareness with point of sale displays. In today's competitive retail landscape, marketers must utilize every tool at their disposal to break through the clutter and capture customer attention. Point of Sale Displays, when strategically designed and placed, can drive sales and increase brand awareness by influencing customer behavior, encouraging impulse buying, and enhancing the in-store experience. As you embark on your quest to utilize POS displays in your marketing endeavor's, remember the tips and strategies discussed in this article to maximize their impact and enjoy the benefits for your brand.