مصدر: ايوبوكوستوم
At a time when e-commerce is on the rise, POP display remains the appropriate merchandising tool. شاشات عرض نقاط الشراء are marketing and advertising pieces strategically placed on the aisles, checkout, or other high-traffic areas of retail businesses. According to studies, impulse purchases account for 67% of all in-store transactions. According to a study conducted, the average shopper makes 3 unplanned purchases for every 10 store visits.
Whether you’re new to POP or want to improve your in-store marketing approach, this article will give you the necessary information. In this comprehensive tutorial, we will go extensively into what point of purchase materials, also known as POP materials, are, explain what POP means in marketing, and cover a spectrum of point of purchase examples.
What Does POP Stand For in Marketing?
A point of purchase is a marketing phrase that refers to the tools employed by a retailer or marketer to displays promotional or marketing materials. In business, POP usually refers to any promotional display, placard, or fixture positioned near the item and aimed to entice a consumer to make a quick purchase decision.
Point of purchase displays are utilized to provide a visually appealing consumer experience, allowing them to notice certain offers or brands that the store is pushing or marketing. POP in marketing is highly effective because it addresses customers at the same moment they are evaluating a product, frequently leading to impulse purchases or last-minute purchase additions.
The fact that some buyers are unsure about what to buy before entering the store is what POP displays rely on. Product displays placed adjacent to customers’ pathways within the store might impact their purchasing decisions and boost sales of specific items.
Point of Purchase vs. Point of Sale
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While the phrases Point of Purchase (POP) and Point of Sale (POS) are frequently used interchangeably, they represent distinct ideas. The point of purchase is where a customer decides to buy a product. This could be a store shelf, a display stand, or any other place intended to draw a customer’s attention. POP displays generate visual delight and a memorable experience for visitors, whether through color, graphic design and visual content, material use, language, and display, or retailing.
The term POS refers only to customer-product interactions that occur at the point of sale. Typically, such interactions occur around the retailer’s checkout area. Displays or signage might stimulate last-minute sales, upsells, or loyalty program sign-ups. POS displays are equally as ubiquitous as POP displays and serve the same purpose: to draw a shopper’s eye to your product.
POS materials are typically made to grab the customer’s attention as they are making a purchase, taking use of the short checkout line wait times to sway their purchasing decisions.
| Features | Point of Purchase (POP) | Point of Sale (POS) |
| Primary Goal | Encourage purchases using product information, displays, and promotions. | Process the actual transaction, including payment and receipts, and facilitate it. |
| موقع | Scattered all over the store, particularly in close proximity to items or busy sections. | Concentrated on checkout counters, registers, or digital payment interfaces. |
| Main Point of Interest | Grabbing consumers’ attention, promoting impulsive purchases, and strengthening brand loyalty. | completing sales quickly and offering a smooth closing process for the buyer. |
Although increasing sales is the goal of both POS and POP tactics, they do this at various points in the purchasing process. boosting consumer interest in current products or launching new ones. Effectively striking a balance between the two can result in a dynamic, multi-layered strategy to in-store marketing that increases the possibility of impulsive purchases and brand loyalty.
What are POP Materials?
مصدر: ايوبوكوستوم
Point of Purchase (POP) materials are marketing tools that draw in customers and inform them about the features and applications of the product at the point of purchase. POP products are helpful to many merchants in generating attention and visually appealing displays in their establishments.
They are crucial in retail environments because they increase product visibility, promote exclusive offers, provide customers with helpful information, and clearly indicate prices. POP items are strategically placed adjacent to the targeted products, often at checkout areas, aisles, end caps, and next to the actual objects, to boost visibility and promote impulsive purchases.
By making it easier for customers to locate, learn about, and buy specific items, remarkable POP materials improve the entire shopping experience.
According to the 2024 POP Display Market Outlook, the global point-of-purchase displays market is predicted to develop at an 8.4% compound annual growth rate (CAGR) between 2023 and 2031, reaching $19.5 billion by the end of 2031.
Types of Point of Purchase Materials
Shelf Talkers
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Shelf talkers are little signage that hang below the goods on a store shelf. Grocery merchants utilize them extensively to highlight their products. Shelf talkers are effective promotional tools for new products that consumers are not actively looking for.
Shelf talkers and wobblers are small yet effective point-of-purchase materials that protrude out from shelves or counters to capture buyers’ attention with their vibrant graphics or motion. These small signs stand out visually amid a sea of objects because they are placed at eye level and have the potential to wobble. They convey concise messages with the potential to impact consumer decisions immediately at the point of sale.
Custom-made Shelving
مصدر: ايوبوكوستوم
Custom-made marketing shelving, also known as shelf displays or point-of-purchase (POP) displays, can be used to differentiate products and increase sales. Custom shelving can be created to reflect a brand’s identity and codes. They can also be tailored to match a product’s specific requirements, such as weight, size, or shape.
The display designing frequently entails choosing the appropriate materials—such as wood, metal, or glass, and incorporating design aspects that reflect the desired company identity or personal choice. Custom shelves make the best use of available space, accommodate a wide range of product sizes, and allow customers to combine practical functionality with creative flair.
Digital POP Materials
مصدر: بينتريست
Customer-centric digital strategies, combined with technology, provide chances for traditional retailing (and brands) to influence customer choice, advise on product characteristics, assist with sales, and make the best use of limited physical space. By appropriately meeting their needs for quick and efficient access to thorough product information, this innovative approach has a significant impact on consumers’ purchasing decisions.
Electronic shelf labels and the extended bar LCD screens are two instances of digital point-of-purchase (POP) materials that combine the convenience of online shopping with the tactile sensation of browsing a real store.
Electronic shelf labels reflect the precision and timeliness of internet information by providing real-time updates to price and product data. Stretched bar LCD screens, when placed adjacent to objects, display engaging content such as product comparisons, demos, and exclusive bargains. This enhances the purchasing experience by giving relevant information at the point of decision.
Neck Hangers
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A neck hanger is a tag that is attached to the neck of a bottle and contains promotional information. These price tags are quite effective because they don’t need to be adhered and are clearly visible on the neck of the bottle. Personalized tags consistently contribute to higher sales of the product for which they are designed.
Neck hangers frequently include recipes, special offers, discounts, and other information to persuade customers to buy. Despite their seemingly insignificant appearance, bottle neckers may be a very powerful marketing tool, especially in sectors like wine, beer, and spirits where customers are frequently presented with an overwhelming number of options.
End-Cap Displays
مصدر: ايوبوكوستوم
An end cap display is goods displayed on a shelving unit at the end of an aisle in a retail store. An end cap display visually attracts attention, and functionally it can help you convert browsers into buyers. End caps are distinctive display fixtures with two functions that feed into one another.
For starters, they display things, attracting people to your business or a specific aisle. The things presented could be on sale, or you may wish to highlight a certain product. The decision is entirely up to you. Second, an end cap display is designed to sell more products.
In a 2019 study conducted by Shoppermotion, 100 shoppers were observed interacting with end caps over the course of two weeks. At the conclusion of the survey, around 21% of customers interacted with the end cap before moving down the category aisle. However, around 72% engaged with the end caps without entering the category aisle. End cap placement increases sell-through since it allows you to attract customers who are not actively shopping in your category..
Floor-Standing Displays
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A floor-standing display, strategically placed throughout the customer journey and loaded with inventory, elevates and increases the exposure of the products being displayed at the critical moment of truth.
They are visually appealing, with products neatly organized on shelves or hooks to boost brand exposure and entice shoppers to purchase the products shown.
Custom-designed floor standing POP displays can be stationary or mobile and built from a range of materials, including corrugate and vac-formed plastic. They can be temporary, such as for Mother’s Day, or permanent retail fixtures that remind customers of an established brand.
Interactive Display Units
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Interactive display units are online commercials that go beyond static graphics and enable consumers to interact with the material via interactive elements. To encourage user interaction, these advertisements frequently incorporate clickable elements, animations, and other interactive components.
Rich media elements on interactive display units promote a lively, two-way dialog between the product and the customer. An interactive display at a supermarket, for example, that highlights the origin stories and nutritional benefits of various organic items, might significantly improve the shopping experience.
When someone approaches the attractive exhibit, it immediately begins selling. Consumers can learn about the product’s features and functions through educational visuals and product descriptions. A media player on the interactive display allows the consumer to interact with the producton a higher level.
Floor Graphics
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Floor graphics are a type of printed media that is designed to be stepped on. They are primarily intended to direct foot circulation, promote products or services, convey safety alerts, provide instructional material, or just improve the visual appeal of a location.
The benefits of employing these images are numerous. They are long-lasting and easy to install and maintain, unlike traditional signage. They are built to withstand high foot traffic and damage from spills, dirt, and other environmental variables. Top design recommendations include making sure the graphics reflect your business identity and are visually appealing.
To influence consumer movement and attention downward or forward, these graphics take advantage of usually neglected floor and window regions, resulting in an engaging, dynamic retail experience. These materials are effective for gently influencing customer behavior and accentuating specific locations or things since they provide a new perspective on areas where one’s attention would not normally be drawn.
Personalized Product Demonstration
A personalized product demo is a display of your product or service that is tailored to the specific needs and preferences of each consumer. Personalized product demos are valuable because they allow clients to feel seen and understood.
Personalized product demonstrations can help you stand out from the crowd. In a competitive market, firms that can give a unique and personalized experience to their clients are more likely to earn their loyalty and repeat business. By making shopping an occasion, they improve the possibility that customers will make a purchase after appreciating the value of a product.
QR Code Integration
مصدر: بينتريست
QR codes are more than just a fad; they are a game-changing technology. Their simple design, ease of use, and advanced functionality enable organizations to seamlessly mix online and offline engagement, resulting in deeper audience involvement and demonstrable outcomes.
A QR code functions similarly to a digital key, enhancing your marketing strategy. It’s a simple square with patterns that contain useful information. QR codes allow your audience to easily engage with your business and learn more about what you have to offer.
QR codes meet the needs of today’s consumers who want more information and interesting experiences without putting them under pressure to buy. They provide consumers with rapid access to rich material, allowing them to make informed decisions at their own pace.
خاتمة
Point-of-purchase materials are essential elements in modern marketing. They are used to draw attention, deliver important information, and influence purchasing decisions at critical times. Brands may boost their visibility, client experiences, and sales by successfully leveraging these resources.
Are you ready to start your journey to the perfect POP shelving setup? Contact iYubocustom for original design ideas, skilled installation services, and specialized POP marketing advice. Enhance your space right now. Get started on transforming your space today.
