Considering retail displays for your marketing strategy?
While the process of getting a display program with a retailer may seem daunting (especially for first-time brands), retail displays are one of the most profitable investments in marketing. A study by the Shop! Association found that POP displays can earn a brand nearly $5 for every $1 spent on the display program—and fill several roles in your marketing strategy. Since a majority of purchase decisions are made in-store, you can utilize a well-designed POP display in the right retailer to influence consumer action.
POP displays can help with different parts of the buyer's journey while they are in the store and primed to purchase. Before you jump into the different kinds of POP displays or how to design a powerful retail display, you should know what they bring to the table. Here are five things POP displays can do that you could use for your marketing strategy:
Show off a New Product
Perhaps the most well-known reason for using a retail display is using it to showcase a new product. Your display can draw attention from the saturated and crowded aisle to your product. This makes it an ideal place to introduce a new flavor, new feature, new color, or completely new item you are launching.
Perhaps the most well-known reason for using a retail display is using it to showcase a new product. Your display can draw attention from the saturated and crowded aisle to your product. This makes it an ideal place to introduce a new flavor, new feature, new color, or completely new item you are launching.
Make sure you express how new and exciting your product is on the display. Many customers feel driven to try new things in the hope that they will be better than their typical go-to. Don’t be afraid to lean into the fact that you are the new player in the field—but do it from a place of authority as a brand they can trust to get it right.
Build Brand Awareness
A POP display is a callout in the store and lets you increase the amount of branded messaging you have within that store. Use that space to your advantage by including your logo on all sides and increasing brand awareness.
However, this doesn’t give you license to be brand-centric; be creative in your design to keep it interesting to your target audience. How you market your brand influences the consumer's perception. So, make sure the display embodies you as a brand and highlights the product(s) you want to sell.
Drive Impulse Purchases
Consumers often don’t plan out their shopping trips. Some estimates say 66% – 75% of purchases are made on a whim without specific, prior planning. This is a huge opportunity to influence what items a consumer is purchasing or what brand they ultimately go with for general items they are planning to buy.
Impulse buys can be triggered throughout any part of the store. The checkout aisle is where most POP displays are put to get those impulse buys, but they are happening everywhere. POP displays help call out your items and showcase them in ways the consumer finds appealing. They pull your items out from the clutter of the shelves and increase the chances that you will be chosen over the rest.
Offer Trials or Interactive Experiences
You can use a POP display to provide an experience to your audience. Some displays are designed to help the consumer feel, use, or test the product being advertised. For example, you might have a product out of the packaging and hooked to the display so they can feel the material. Or you might set the product up in such a way that it can be used while on the display.
The more you can do to help your POP display stand out, the more of a chance a consumer is going to give your brand. Be creative with your display and try to engage the audience so they don’t pass by distractedly.
Pair Your Products to Cross-Sell
Pair your POP display items with complementary products and brands. If you have a new product, show what it pairs well with. You may have seen POP displays that hold all the ingredients for s’mores in the store. Or, maybe you’ve seen a new movie POP display that also holds all the movie candy you could want for an at-home theater night. Phones are often paired with applicable cases and chargers, while toys may be paired with other toy sets from the same line.
Use relevant items to help cross-sell your items—influencing the consumer to purchase more than one.
If you need help designing a POP display that influences purchase decisions in the store and increases your brand awareness, we can help. Our experienced team will help you come up with the creative visual concept and render it in 3D so it can be cut out, printed, shipped, and assembled.