The Ultimate Guide For POP Displays: Types, Benefits, Best Practices

In today’s retail world, in-store marketing is more important than ever. Among the most powerful tools in a marketer’s toolbox are Point of Purchase (POP) displays which can grab shoppers, drive impulse buys, and increase sales. To create pop displays that truly stand out, it is essential to understand the target audience, use clear messaging, and design eye-catching displays.

POP displays are promotional materials or fixtures placed in retail environments to draw attention to specific products at the point where the consumer is deciding to buy. Unlike signage or endcaps, POP displays engage the customer right where they’re about to buy, making them a force to be reckoned with when it comes to changing consumer behavior.

This guide will cover everything you need to know about POP displays from purpose to types, benefits, and best practices for designing and deploying them. Additionally, we will discuss the process and considerations involved in implementing POP displays to enhance your retail marketing efforts.

What are POP Displays?

POP displays are marketing materials or fixtures placed in a retail environment to grab consumer attention and promote specific products. They are a bridge between marketing and the point of purchase, making them different from other in-store advertising such as general signage or endcaps. Signage may direct customers to a product section, POP displays often house the products themselves, so customers can buy now.

POP Displays in Retail Marketing

POP displays are a powerful way to influence consumer behavior. They create an interactive shopping experience by drawing attention to featured products, promotions or additional product information. Successful point of purchase displays have been proven to increase sales in major retail chains where targeted displays have driven brand visibility and product sell through. Point of purchase marketing enhances retail strategies by influencing customer buying decisions at the moment they are ready to purchase.

Types of Free Standing Displays

1. Countertop Displays

Countertop displays are small, often compact fixtures placed near the checkout or on counters to display items. They are great for showcasing small items or impulse buys like candy, cosmetics or small electronics. Effective countertop displays are designed to grab attention quickly, to encourage last minute adds to the shopping basket. For example, a well-placed countertop display of travel-sized products can drive sales during the holiday season. Additionally, the checkout counter itself serves as a strategic location for these displays, maximizing the opportunity for last-minute impulse purchases at a point of sale.

2. Floor Displays

Floor displays are larger, free standing displays that take up a lot of space in high traffic areas of a store. They are great for bulkier items or seasonal products. Floor displays are often used to create a focal point in the store to drive traffic to specific products. For example, a floor display of a new line of cleaning products can stand out in a grocery aisle and encourage customers to buy. Freestanding displays, often constructed from cardboard and featuring creative designs, allow for 360-degree interaction and significantly enhance product visibility and brand recognition.

3. Pallet Displays

Pallet displays are robust, pallet-sized fixtures that allow for bulk product display, often in warehouse-style stores or large retail environments. These displays are perfect for showcasing heavy or large quantity products. Successful implementations of pallet displays include seasonal promotions in big-box stores where the volume of products can create a sense of urgency and value.

4. Endcap Displays

Endcap displays are at the end of aisles and are premium real estate in retail due to the high visibility. These displays are great for high margin or promotional items. The key to a successful endcap display is to capitalize on the high foot traffic of aisle intersections, making it perfect for products that need additional exposure, such as new product launches or limited time offers. They effectively utilize the space created by back-to-back aisle shelves, display products, attracting shopper attention without occupying traditional aisle shelf space.

5. Custom POP Displays

Custom POP displays are bespoke fixtures designed to meet specific branding or product requirements. They offer the flexibility to create unique, attention-grabbing designs that stand out in a crowded retail environment. Custom displays can range from thematic designs that match a brand’s identity to interactive elements that engage with the shopper. For example, a display for a children’s toy line that has lights and sounds to grab attention. Banner stands are also a versatile and mobile promotional tool, ideal for showcasing advertisements or promotions in various settings, including retail environments and trade shows.We can help you decide which type of display is best for you. We specialize in cardboard displays as well as those made from more durable materials

Benefits of Point of Purchase Marketing

1. More Product Visibility

Effective POP displays increase product visibility by drawing the customer’s attention, especially when placed in-store. This increased visibility can lead to increased product awareness and ultimately more sales.

2. Impulse Buys

One of the biggest benefits of POP displays is the ability to drive impulse purchases. By placing products in highly visible, convenient locations, these displays can trigger last minute buying, especially for low value items. Research has shown that well designed POP displays can increase sales by up to 20%.

3. Brand Reinforcement

POP displays are a great way to reinforce brand identity. A well designed display promotes the product but also communicates the brand message and values and helps to build customer loyalty over time.

4. Cost Effective

Compared to other forms of advertising POP displays offer a high return on investment (ROI). They are a cost effective way to drive sales, especially when designed and placed right. Retailers can get the most out of their budget by focusing on displays that offer the most visibility and engagement for their target market. POP marketing is a crucial strategy for enhancing retail success by effectively utilizing point-of-purchase displays to attract customers and influence their buying decisions.

Design Best Practices for Retail Stores

1. Know Your Audience

Designing a POP display starts with understanding your target market. Tailoring the design, messaging and even the products on the display to your audience’s preferences and behavior can make a big difference. For example a display for young adults might have bright colours and trendy products, a display for older consumers might focus on practicality and value.

2. Visual and Messaging

Visual is key to a POP display’s success. Color, typography and imagery need to be chosen to create a cohesive and attractive visual. Messaging should be clear, concise and compelling and speak to the customer’s needs or desires.

3. Material Selection

The material used for a POP display can affect both the visual and durability of the display. Common materials are cardboard, acrylic and metal each with their own benefits. Sustainability is also a consideration with many retailers now opting for eco-friendly materials to match consumer expectations and corporate social responsibility goals.

4. Placement

Where you put your point of purchase display can make or break its success. High foot traffic areas such as near entrances or along main aisles are great places to put displays. Placing the display in line with the customer’s shopping journey (e.g. a display of complementary products near related products) can also increase its impact. Additionally, pos displays positioned near the cash register can encourage impulse purchases and influence customer buying behavior right before the transaction.

5. Measuring Success

To measure the success of a POP display, you need to track key metrics such as sales lift, customer engagement, and foot traffic. Tools like retail analytics software can help you measure these metrics and provide valuable insights to inform future display strategies.

It's also crucial to measure the Return on Investment (ROI) to ensure that your display efforts are financially viable. Using our ROI calculator, you can easily determine whether your project makes sense from a financial perspective, helping you make informed decisions about your marketing investments.

POP Display Don’ts

1. Over complicating the Design

A messy or complicated display can confuse customers and take attention away from the product. Keep it simple – make sure the design is clear and focused on the product.

2. Ignoring the Customer Experience

You need to think about how customers will interact with the display. A poorly designed display that hinders the shopping experience will deter buyers. Make sure the display is accessible and enhances not disrupts the customer journey.

3. Bad Placement

Even a great designed purchase display won’t perform well if it’s in the wrong place. Don’t put displays in low traffic areas or places where they will be ignored. Strategic placement is key to getting the most out of the display.

4. Not Measuring Results

Without measuring the performance of your POP displays you can’t know what’s working and what’s not. Regularly review sales data and customer feedback to refine your approach and get better results over time. Additionally, evaluating the effectiveness of purchase displays can provide insights into consumer behavior and help optimize future marketing strategies.

POP Display Trends

Stay up to date with the latest POP display trends including digital integration, sustainability and interactive elements. As technology advances so does the opportunity to create engaging dynamic displays that grab customers’ attention.

The future of POP displays is the marriage of technology and design. Expect to see more interactive displays, personalisation and sustainable materials in retail environments. Additionally, robotic pop displays will become more prevalent, utilizing movement and technology to enhance customer engagement and create a unique shopping experience.

Point of Purchase Displays

Retail pop displays are a retail marketing powerhouse, increasing visibility, driving impulse buys and reinforcing brand. By knowing the different types of displays, their benefits and design and placement best practices you can get more from your in-store marketing. These displays are particularly effective in various retail stores, enhancing customer experience and influencing purchasing decisions.

Ready to take your in-store marketing to the next level? Apply what you’ve learned in this guide or get in touch with the experts who can design and implement POP displays that really stand out.

For more on retail environment optimization check out our other resources on in-store marketing and customer engagement techniques.