POPs are an effective way to bring attention to your products and services throughout your store, whether you have a a new item or service, a seasonal sale, discounts, etc. In this guide to point-of-purchase marketing, we’ll answer the following questions:
- What are Point of Purchase (POP) Displays?
- What is an example of a point-of-purchase ad?
- Why are point-of-purchase displays effective?
- What is a point of purchase in advertising?
- What are the types of POP display locations?
- What are the types of point of purchase?
What are Point of Purchase (POP) Displays?
Point-of-purchase displays are custom marketing materials designed to get consumers’ attention to make sales. The purpose of POP displays is to highlight the product or service to consumers while they’re in the purchasing mindset. Because of this, they’re typically placed in high-traffic settings such as retail stores near the cash register or checkout counter and at the end or middle of aisles.
What is an Example of a Point of Purchase Ad?
You’ll often see POP displays in grocery stores placed at the end of aisles, showcasing the product, brand, and logo. They may use POP signage to indicate discounts or free trials to direct consumers toward a purchase.
Why are Point of Purchase Displays Effective?
Point-of-purchase (POP) displays improve the in-store experience, boost sales, and increase brand recognition. They’re typically placed outside their primary environment (the company’s store itself) to draw people to the product who may not have been considering it initially.
While only some consumers who see the POP will instantly buy, the display leaves an impression on all who view it. Consumers may see the brand elsewhere and view it as recognizable. They may also think back to the POP in the future when they are searching for the type of product.
What is a Point of Purchase in Advertising?
In advertising, point of purchase, or point of sale (POS), refers to the location where a product or service is being displayed. Whether it be a retail store, a kiosk in the mall, or a grocery store, the location determines the amount of traffic the POP will receive. Products must be placed in areas where they will be promoted to many consumers, increasing the likelihood of purchases.
What are the Types of Point of Purchase?
Companies use four main types of POPs: temporary, semi-permanent, permanent, digital, and robotic.
Temporary POP Displays
Temporary POP displays are the most commonly utilized program. They’re typically placed in the middle of stores and aisles, on cardboard shelves, or on wooden blocks (think of soda boxes).
Some of the most common products that use temporary displays include food and drink products, electronics, magazines, and clearance items.
Semi-Permanent POP Displays
Semi-permanent POP displays use more stable and long-term materials, unlike temporary displays, which use cardboard and less sturdy materials. Semi-permanent displays may be as small as a countertop display or as large as an entire aisle. Because these are more durable, they can cost more for the company.
Companies more likely to go with these POP displays sell high-end consumer goods like expensive electronics, makeup, and books.
Permanent POP Displays
Permanent POP displays aren’t actually permanent but last much longer than temporary and semi-permanent displays (generally up to three or more years). These displays can appear completely separate from the rest of the store, existing as its own kiosk or mounted shelving unit.
Permanent POP displays are much more durable than the other types, often custom-built with high-quality materials like plastic and metal.
Digital POP Displays
Digital POP displays use digital technology to display products and services to consumers. These can be interactive, using touch screens, or work as a slideshow showcase. Digital Displays are best paired with printed signage to support the digital effort.
Some benefits of digital displays include the ability to easily change information, update content, gather data and greater engagement with consumers. Because of the ever-evolving world of technology, younger generations may be drawn to digital displays over traditional types.
AZPRO Offers POP Signage and Sign Management for Your Company
If you’re ready to draw more attention to your brand and entice customers, consider AZPRO for your POP needs. We’re an all-in-one company providing you with design, print, and installation.
We’ve worked closely with the top grocers across America to reduce the amount of time your products sit on the shelf. Ready to see your brand thrive? Choose a team you can trust to get the job done. Choose AZPRO for the newest and most innovative point-of-purchase displays.