The goal of POP displays is not to warehouse goods for sale, but to create an instant connection with shoppers. Powerful displays catch their eye and generate a response. Hey, I need that! Or Hey, that’s a good idea. They’re drawn closer. They pick up the product, examine it. Into their basket it goes. All because you took the time to unlock the power of your POP displays.
Below we reveal four secrets you can use as keys to unlock that power. Do that, and you’ll be able to create irresistible displays that sell more. Read between the lines, if you need to. POP tips often focus on large retailers that sell packaged goods, but the concepts behind them apply equally well to small specialty stores.
1. Make a plan.
Smart visual marketing is essential throughout your store, but POP displays play an elevated role because they can heavily influence impulse purchasing. It’s no secret that creating effective displays requires careful planning as well as insightful execution.
Location is one of the most important considerations, because displays that sell in-aisle must be very different from stand-alone displays or those positioned at the checkout counter.
2. Color is the universal language.
Without so much as a word, your POP displays will snare customer attention if you choose the right colors. Bolder is better, because these displays have to compete for customer attention. They have to stand out in-aisle, so shoppers don’t simply breeze past. And they have to grab attention across the store, enticing shoppers to head in their direction.
Become a student of the color wheel. Then design your display using your primary color, secondary (contrasting) color, and an accent color at a 60/30/10 ratio.
Color creates an emotional feeling while it catches the eye. An unusual shape or size display can reinforce that feel, as can adding props that help set the stage.
3. You still need signage, though.
Even products so familiar they speak for themselves will sell faster when accompanied by signage that proclaims “why to buy.” Will shoppers feel refreshed? Relaxed? Safer? Less familiar products need a bit of explanation – how to use them, or what differentiates them, along with that all-important why.
Signage should be short, simple, and placed where it’s easy to read from the distance most shoppers will see it. That might be up close, or it might be many feet away.
4. Encourage some type of interaction.
Studies show shoppers are much more likely to buy items they handle, so design your POP displays accordingly. Interaction can be high-tech – a short video demo, a touchscreen to look up product information or customize products, a QR code, etc. Or it can be traditional – samples, testers, etc. If the product comes in a box, take one out so people can pick it up and check it out.
Like helpful signage, interaction is powerful because it gives your customer power – the ability to make better-informed decisions. It’s like having a live salesperson at hand. That’s the power of POP displays.