7 Ways to Make Your Product Stand Out with a POP Display
In today’s modern shopping experience, information is thrown at shoppers from all directions. To grab shoppers’ attention most effectively, the best brands are engaging shoppers by stopping shopping traffic patterns and maximizing purchasing opportunities. How do they get shoppers to interact with the products and eventually purchase them? With an in-store point of purchase (POP) display.
What is a POP Display?
Point of purchase refers to the space where shoppers engage with a product. And POP displays are a marketing material that exists separate from the store’s shelving with the intent to be in a more direct line of vision for the shopper. What makes them great is their ability to elevate a brand above other items for sale, while also educating shoppers, encouraging them to try products, and ultimately driving more sales. When done correctly, POP displays can stimulate growth, build brand equity, reinforce brand loyalty, and build long-term relationships with the shopper.
Because POP displays are more customizable compared to store shelves, more possibilities can be adapted to various situations. So, before you can put a display on retail floors, it’s important to know what it takes to make an effective display so you can recoup a larger return on your investment. Here are our top 7 recommendations to make your product stand out with a POP display.
1. Know Your Audience
One of the most important things to consider when designing your POP display is knowing your audience. Knowing and understanding your target audience will make it easier to design the display with the right message to match their needs and address their pain points that your product can solve. When defining your target audience, look at a variety of different factors – lifestyle, demographic, and the type of retailer that will house the POP display.
In the example above, AstraZeneca, a pharmaceutical and biotech company, wrote in Arabic to better communicate and resonate their message to their intended audience.
2. Make Your Design “Pop”
Attract and convert your customers with a “Wow” factor. This is your chance to create something that will stand out and grab people’s attention. When a consumer looks at your display, you have 3 seconds to stop them, pique their interest, and convince them to purchase the product. So don’t be afraid to get creative and innovative with unique shapes and designs.
Tip: Phillips can incorporate die-cutting and folding into the piece to really help give it that finishing touch.
3. Stay on Brand
If you’re considering doing more than one POP display, make sure your design fits within your brand requirements. This way you’ll continue to build brand recognition and add to your brand equity. Be sure to maintain consistency in your visual and copy treatment as well.
4. Keep Message Clear, Short, and to the Point
POP displays have limited space so it’s important to keep your messaging short, to the point, and only say what’s necessary. Include 1 to 2 main points about the product and use visuals thereafter to convey your message.
If you’re looking for an additional way to sell your product but don’t have enough room on your display to explain it in words, add a QR code to take your shoppers to a landing page to explain your product in more depth. It’s also a great way to add a video to show how the product works or to give your customers a coupon to entice them to make the purchase.
5. When Possible, Incorporate a Holiday Theme into the Design
If a holiday or event is happening around your production timeline, consider making your POP display relevant to the holiday season. It’ll resonate more with your customers and encourage them to purchase the product before the holiday season is over.
In the example above, the Pennsylvania Lottery decided to incorporate the Christmas season to promote their limited-time holiday scratch-offs.
Tip: At Phillips, we offer embossing and foil stamping, which could really make a great addition to your holiday piece.
6. Ensure Easy Accessibility to Your Products
Whatever you’re trying to sell, make sure your product is easily accessible so consumers can pull out, pick up, and look at your product. There should be enough room in your display for products to be retrieved without twisting or prying the product out. You don’t want to hinder your ability to make a sale.
7. Plan Instore Execution
After finalizing your POP design, the most important part is getting organized. By creating an in-store execution plan, you’ll be able to bring your vision and cool idea to life. The best brand experiences don’t happen by accident; they execute their display plan on shop floors down to the smallest detail. Otherwise, all your hard work and vision might not come off as intended.
POP displays can make a valuable addition to a marketing strategy because they push product sales more effectively than standard store shelves. They also offer a unique opportunity to invest in marketing to the right people who consume the product. The key is to communicate your plan and guidelines and monitor your POP displays to understand what works and what doesn’t so you can pivot to make the appropriate changes. Visit your stores regularly to gain insight into what’s going on to make sure everything in your POP display is being well executed.
Interested in building out your own POP display? Reach out to Phillips Graphic Finishing today to help with your POP display finishing touches - we do anything from designing the installation to mounting to get your cut out into a unique shape.