POP Displays: Advantages and Disadvantages

In retail, attention is everything. Point of Purchase (POP) displays can grab a shopper’s attention right at the moment of decision making, making them a crucial tool in the retail industry. The strategic placement of a point of purchase display within stores enhances visibility and influences consumer behavior, driving sales by showcasing products in a visually appealing way.

This post will cover POP displays, pros and cons. Whether you’re a retailer considering using them or a brand wanting to increase in-store visibility, you need to know the pros and cons.

What are Point of Purchase Displays

POP (Point of Purchase) displays are marketing materials or stands that sit in retail stores to promote products and influence buying decisions. They’re placed near the checkout or in high traffic areas to grab a shopper’s attention and make them buy, making them a key element of point of purchase marketing. POP displays are integral to an effective retail marketing strategy, enhancing the shopping experience and increasing sales. Positioning POP displays near the checkout counter can effectively prompt last-minute impulse buying decisions from customers as they wait to complete their purchases. They can be simple signage to elaborate stands that showcase multiple products.

POP displays are silent salespeople, guiding customers to products they may not have considered otherwise. They’re key to brand visibility, product promotion and the overall shopping experience.

Pros of POP Displays

1. Increased Product Visibility

POP displays, including free standing displays, increase product visibility especially in a crowded retail environment. By placing products at eye level or in high traffic areas, these displays make products stand out from the competition. For example, limited edition or seasonal products often see a spike in sales when showcased on a well placed POP display.

2. Encourages Impulse Buying

One of the biggest advantages of POP displays is they can trigger impulse buying. The placement of these displays, often near checkout counters, plays on the shopper’s psychology and leads to impulse buying. These displays are designed to entice customers by promoting special offers and making products more visually appealing. Case studies show that impulse buys can make up a big chunk of retail sales, so an effective POP display is powerful.

3. Brand Reinforcement

POP displays are not just about promoting products; they’re also a way to reinforce brand identity. By consistently showing branded visuals and messaging, these displays build brand recognition and loyalty. Big brands like Coca-Cola and Nike use POP displays to stay top of mind with consumers even in a crowded market.

4. Cost Effective Marketing

Compared to other forms of advertising, POP displays are relatively cheap. They provide a high ROI by influencing buying decisions at the point of sale. Digital displays are another cost-effective option that can showcase product merits and influence consumer decisions. By investing in well designed, durable displays, brands can get more bang for their buck and drive big sales.

5. Flexibility and Customization

One of the benefits of POP displays is their flexibility. They can be designed to fit specific products, promotions or store layouts. Whether it’s a small countertop display or a large floor stand, customization options allow brands to match the display to their marketing objectives. This flexibility makes POP displays an attractive option for retailers to create a unique shopping experience.

Cons of POP Displays

1. Space Constraints

While POP displays increase visibility, they also take up valuable floor or aisle shelf space. In smaller retail environments this can be a big problem, as space is already limited. End caps are a strategic method for product placement that do not require needing aisle shelf space, thereby creating a prime location for attracting shopper attention. Retailers need to weigh the benefits of using POP displays against the loss of space for other products or displays.

2. Clutter

A store with too many POP displays can look cluttered and detract from the shopping experience. Poorly designed or too many displays can overwhelm customers and make it harder for them to find what they’re looking for and potentially lose them. POP displays need to be used sparingly and thoughtfully to avoid clutter.

3. Short Term

POP displays are designed for short term use, often for a promotion or seasonal product. This temporary nature means they need to be replaced frequently which can add cost and environmental impact if the materials aren’t recyclable.

4. Not All Are Created Equal

Not all products or retail environments are suitable for POP displays. Some products or environments may not see a sales boost or may be ignored by customers. Product type, store layout and customer demographics play a part in the effectiveness of POP displays and they don’t always deliver.

5. Maintenance and Upkeep

POP displays require ongoing maintenance. Wear and tear, damage or outdated information can kill the display. Retailers need to invest time and resources to keep displays looking good and relevant which can be hard in a busy retail environment.

How to Make the Most of a Point of Purchase Marketing Strategy

Purchase Display Placement

To make the most of POP displays without clutter, they need to be placed strategically. High traffic areas like near the entrance or checkout counters are good locations. But avoid overcrowding and make sure the displays complement the store layout not compete with it.

Design

To create POP displays that are both visually appealing and durable, use materials that are easy to clean and maintain. Make sure it’s easy to set up and take down. A striking design that matches the brand’s identity will grab attention and encourage interaction.

Targeted Use

Not all products are suitable for POP displays. Choose products and promotions that will benefit most from extra visibility and impulse buying opportunities. Careful planning and consideration are essential when implementing POP displays to ensure they are effective in enhancing marketing strategies. Use analytics to track the performance of POP displays to make data driven decisions on which displays to use and where to put them.

Are Pop Displays For Your Buisness?

POP displays have many benefits: increased product visibility, impulse buying, brand reinforcement, cost effective marketing and flexibility. But they also have downsides: space constraints, risk of clutter, short term, limited effectiveness and maintenance.

POP displays are only as good as the design, placement, and use, making them a crucial element of pop marketing. Retailers and brands need to weigh up the pros and cons to decide whether and how to use POP displays in their marketing. Effective purchase marketing strategies can significantly boost sales by enhancing product visibility and engagement at the point of sale.

Before you invest in POP displays in a retail store, think about the benefits and drawbacks. If unsure contact us and we’ll make sure your displays are impactful and cost effective.