Point of purchase (POP) displays offers a retailer the opportunity to present their products in a way that is not only professional, but commands an appealing presence, in hopes of influencing the purchasing choices of potential consumers. Most people see them every time they enter a store, mall, or shopping center without even realizing that the business is attempting to attract their attention to the specific products that the management or business owners have chosen to showcase. Though they may fly under the radar to most, point of purchase displays play a vital role in retail marketing. If done correctly, a point of purchase display will effectively draw the eye of the consumer directly to the designated product and possibly garner enough interest to turn that person into a new customer while increasing brand awareness.
Large retailers such as Walmart have become masters of the POP display. There is not a Walmart on earth that allows a consumer to walk past the checkout section without seeing numerous strategically placed POP displays, prompting customers to view their products prior to finalizing their purchases. These typically include extravagant set ups designed for aesthetic value and bright signs that are directly in the walking path of the consumer, making it impossible to by pass without glancing at the available items. It’s important to note that Walmart grosses $36 million dollars every single hour. Their methods are tested and have proven successful.
Time and time again, this marketing practice has proven to increase sales and generate revenue that stores otherwise may not have seen. A five year, multi channel study conducted by the Advertising Research Foundation evaluated the use of 80,000 POP displays in 32 different markets. This study also covered over 45 different chains, both regional and top brand chains, such as Anheuser-Busch and Frito Lay. The study was not only able to conclude that the use of POP displays greatly increased sales revenue, but also indicated what types of POP displays converted the greatest amount of consumers. By including an additional case wrap to store displays, retailers saw an increase in sales by 12%. Adding a cardboard “standee” to the display further increased sales by 27%. An inflatable or mobile POP was shown to increase the sale of specific products by 40% on average. Lastly, a sign that promoted a tie in with a sport, charity, or movie, was shown to increase sales of specific products by at least 65%. These statistics were tracked over numerous years and 250 stores across the United States and being praised by companies such as Procter and Gamble.
Though most consumers are unaware that retailers are utilizing POP displays in order to focus attention to a specific product or brand, it has still been shown to effectively influence the buying process leading to higher sales revenue. It is through the continuous utilization of small marketing practices such as POP displays that ensures further success and potential record high margins for the future.