To reap the benefits, your POP display design should create such an “ooooh, aaaaah” impression, that shoppers stop dead in their tracks to look more closely. Then they’ll whip out their phones to share a photo.
POP displays were originally placed at or near the checkout counter – the literal point of purchase. But shopping and merchandising have changed dramatically, and retailers now recognize that the “point of purchase” is the moment a customer decides to buy something. That could be anywhere in your store. For any type of store.
Any display that is worthy of sharing should be a sales winner, too. But to achieve both shares and sales, it's important to incorporate key psychological factors. Consider these four factors and their impact:
These factors apply to grocery-type stores and free-standing product displays, but they can be used to create many different Pinterest- and sales-worthy displays.
An overdone display is too hard for the eye to quickly grasp. Make a succinct visual statement – one that tells a story by grouping related items as shoppers would use them together at home or in the office. Make it easy for customers to instantly “get” your visual story by giving your display a main focal point and then building around that.
And use short or bulleted text on retail display signage.
Actively invite customers to snap and share photos of your displays. One retailer made this irresistible, by displaying cutout apparel silhouettes customers could “try on” for a selfie. Talk about interactive customer engagement!
Creating a must-share POP display is all about the wow! factor, whether that’s something unexpected, beautiful, or captivating in some other way. You’ll earn more shares, and more sales, too.