Retailers Boost Sales with Strategic Pointofpurchase Displays

In today's competitive retail landscape, making products stand out and capturing customer attention has become crucial for brands. Beyond quality products and effective marketing strategies, well-designed Point of Purchase (POP) displays often play a decisive role in influencing consumer decisions at the final moment of purchase. This article explores various types of retail POP displays, analyzes their advantages and disadvantages, and provides practical guidance for selecting and optimizing displays to boost sales and enhance brand image.

Point of Purchase displays, commonly called POP displays, are temporary or permanent exhibition units strategically placed in key retail locations such as checkout counters, aisles, and end caps. These visual marketing tools use color, shape, lighting, and messaging to create eye-catching presentations that communicate brand information and encourage impulse purchases.

POP displays come in various forms, categorized by placement, function, material, and duration of use:

These freestanding displays typically occupy high-traffic areas like main store aisles. Ideal for showcasing new products, promotions, or seasonal items, floor stands offer mobility and customization options. For instance, a holiday-themed floor stand near bakery sections can effectively display cookie decorating kits.

• Pros: High visibility, flexible placement, strong branding potential
• Cons: Space-consuming, relatively expensive, may obstruct traffic

Positioned near checkout areas, these compact units target impulse purchases of small, high-margin items like candy, gum, or lip balm during payment waiting times.

• Pros: Prime location for impulse buys, cost-effective implementation
• Cons: Limited display space, restricted product selection

Located at aisle ends, these high-visibility spaces effectively showcase new arrivals, promotional items, or seasonal products. Brands often use them for cross-promotions, like displaying sunscreen and beach towels together during summer.

• Pros: Excellent exposure, ideal for seasonal campaigns
• Cons: Highly competitive placement, premium rental costs

These small side attachments to main displays present complementary products, encouraging customers to purchase related items simultaneously (e.g., sunscreen next to beach towels).

• Pros: Increases average transaction value, space-efficient
• Cons: Limited capacity, requires strategic product pairing

Simple cardboard or plastic containers for bulk item presentation, often used for large quantities or oversized products like movie theater popcorn boxes in entertainment sections.

• Pros: Cost-effective, ample promotional space
• Cons: Can appear cluttered, not suitable for premium products

Common in warehouse stores, these direct-from-shipping presentations work well for mass quantity sales, like seasonal produce displays of watermelons in summer.

• Pros: Cost-efficient logistics, high-impact presentation
• Cons: Basic appearance, requires significant floor space

Integrated within standard shelving, these specialized presentations help small products like cosmetics or medicines stand out in crowded sections through distinctive packaging or lighting.

• Pros: Space-saving, facilitates product comparison
• Cons: Requires standout design to avoid blending in

Located near entrances or checkout areas, these information stations distribute printed materials about products and services.

• Pros: Low-cost brand awareness tool
• Cons: Often overlooked, requires frequent updates

Incorporating digital technology like touchscreens, these engaging units offer personalized experiences, such as virtual paint color visualizers in home improvement stores.

• Pros: Enhanced customer engagement, memorable brand interactions
• Cons: Significant investment, technical maintenance needs

Display duration significantly impacts POP strategy:

• Temporary Displays: Typically corrugated cardboard constructions for short-term campaigns (3-6 months), cost-effective but requiring frequent replacement
• Semi-Permanent Displays: Sturdier metal, plastic, or wood structures lasting about a year, suitable for heavier products or premium brand presentations
• Permanent Displays: Heavy-duty constructions (1-3 years) resembling retail kiosks, often used in membership stores for consistent brand presence

Key considerations for optimal display selection include:

• Product type and size
• Available budget
• Campaign duration
• Retail space specifications
• Store traffic patterns

Successful displays incorporate these elements:

• Strong visual appeal through color and lighting
• Clear, concise messaging
• Intuitive product understanding
• Consistent brand identity
• Easy product accessibility

Sustaining display effectiveness requires:

• Regular cleaning
• Timely restocking
• Seasonal refreshment
• Safety inspections

Strategic POP displays serve as powerful tools for driving sales and strengthening brand presence in retail environments. By carefully selecting display types, applying sound design principles, and maintaining displays properly, brands can significantly influence customer purchasing decisions. In an increasingly competitive market, effective POP strategies often make the critical difference in product visibility and sales performance.