A common sales goal for product manufacturers is to sell more units, but an alternative sales goal is to increase the ticket price by adding value to the sale. Boosting sales by increasing purchase value and quantity can be a challenging task. Many shoppers know precisely why they’re coming to a store and have a specific list of items they want to get. They don’t want to be forced to buy a product or make expensive impulse decisions they’ll regret later on.
So, when trying to boost sales in brick-and-mortar locations, it’s important to be careful with the approach. Being subtle yet convincing is the key by grabbing the consumers’ attention without turning them off. The best way to achieve this is with high-quality designed and printed POP graphics.
Also known as Point of Purchase displays, they are the perfect tool to use to grab attention, create brand value, and increase sales. Take a look at the most effective ways to use POP displays.
POP vs. POS Displays
Before designing and placing POP displays around the store, it’s critical to know what they are and what they’re not. A Point of purchase display is a marketing tool that’s placed in the vicinity of the product that’s being advertised or holds the graphic itself. It can stand separately from the central aisle to increase visibility and divert the customer’s attention but occasionally is designed for specific store locations (such as end cap displays).
POP displays are very similar to POS, or Point of Sale displays, but there’s one critical difference between the two – their location.
POS displays are placed right by the cash register to get customers to buy more products before they check out. They’re usually reserved for smaller items like candy bars, light bulbs, toys, batteries, cigarettes, and the like – things that customers are likely to forget about until they’ve reached the cash register.
On the other hand, POP displays can be used for small and large products alike. They’re not seen as aggressive as POS displays as they don’t encourage impulse buys. Instead, they have a convenient placement that simply attracts attention, promoting a more natural shopping behavior. POP displays are generally custom designed by a brand, marketing agency, or display manufacturing company to showcase a particular product.
Quality POP Graphics: What to Know
POP graphics can bring an abundance of benefits to vendors. They’re an excellent marketing tool that’ll get brands noticed and boost perceived value without requiring a large investment into campaigns that bring no guarantees.
Boost brand awareness
Whether your company is a new start-up or an established brand POP displays are great tools to help boost brand awareness and expand audiences. They’re eye-catching and noticeable, and when placed in strategic locations, they can help broaden audience attraction.
To further boost sales, it’s important to understand that not all retail shoppers are influenced the same way. Features, price, style, and brand are among the many characteristics that affect the perceived value of a sale. A well-executed and attractive POP display is one way to boost sales and increase the perceived value of your brand. A differentiator at the store level is often times the marketing and design of the display or packaging that influences a sale between competitive products.
Inform consumers (supplement packaging)
Product packaging has only so much room for additional information. POP displays can be used to educate the desired audiences and show off the distinctions in certain products. A few well-thought-out images and lines of text on the POP display can work wonders for informing consumers.
In fact, many long-term permanent POP displays utilize video, lighting, and a product sample to try are great ways to help demo or sell where product packaging cannot as effectively.
Stand out from the competition!
Many shoppers gravitate towards the products they’re familiar with simply because they get overwhelmed with the abundance of similar items in a single location. They experience decision fatigue that impacts their shopping behavior and prevents them from noticing other products.
Another factor we all experience is trust. Shoppers don’t want to change unless they are unhappy. Brands and products generate loyalty through trust and it’s the job of marketing and sales to influence change.
POP displays help brands work around this decision fatigue by making their products more noticeable, easier to pick up and build confidence in the purchase. Brands and products will easily stand out from the competition and become more convenient to buy.
Best Locations for POP Displays
The most important thing to consider when creating POP displays is their placement. While most production companies don’t have a choice of where the display will be featured, it’s an undeniable fact that it’s all about the location – they should be visible, convenient, and accessible within an area that experiences the highest foot traffic.
Placing POP displays at the entrance will increase their visibility as every customer who walks into the store will see it immediately. It’s the best location for highlighting special deals and offers and generating interest.
POP displays located at the end of store aisles are known as end cap displays, will help target specific customers. Endcap displays are among the most prominent locations to showcase a product because the aisle ends typically meet a heavy traffic aisle. Products placed at the end of the aisle typically receive more attention as decision fatigue is minimized and the volume of people who see the display is higher.
Placing POP displays at foot traffic junctions often performs the best. They’re placed in open areas conveniently on the consumer’s path, increasing their visibility and effectiveness from multiple directions. They’re excellent for promoting seasonal discounts, new products, and sales.
Most Popular Types of POP Graphics Signage
Point of purchase graphic signage can take several different forms. The best type of POP graphic depends on the budget, needs, and objectives. The most popular options include:
- Channel shelf strips
- Printed display panels
- End-cap graphics
- Header graphics
- Aisle violators
- Floor graphics
- Coroplast signs
- Styrene signs
- Magnetic graphics
- Translite graphics
- Shelf talkers
- Counter cards
Regardless of POP signage type, these displays are the most commonly used for highlighting new products, offering seasonal promotions, or displaying complementary items.
POP displays are a simple yet powerful marketing tool that brings an abundance of benefits. Brands seek them out to improve brand awareness, expand their audiences, and increase their sales without investing too much time, money, or effort.
NGS Printing has over 60 years of experience printing point-of-purchase graphics found in retailers across the country. While we don’t engineer or build displays, we partner directly with some of the nation’s largest display manufacturers producing graphics for them. We specialize in printing on plastics and papers and have a history of producing industry-leading quality screen printing and digital printing POP signage.
Contact NGS Printing today to get a quote for custom POP graphics that match your brand aesthetics and improve your marketing.