Creating custom point of purchase displays can be really easy, just follow these five steps to create the right fixture for your business.
Creating custom point-of-purchase displays (POP) can be a great move for your brand. There’s no better way to stand out than to create something unique, and it means you can perfectly fit your display to your product. However, designing something like this can feel like a challenge, but we are here to help. Here are five things you should ask yourself before you create your custom display:
1. How permanent should it be?
There are three basic options when it comes to how long you want your custom point of purchase displays to last:
- Permanent
- Semi-permanent
- Temporary
These are fairly self-explanatory, with permanent displays being made from hardy materials like glass and wood and expected to last you between one and three years, while temporary options are more likely to be constructed from cardboard and will be in-store for a few weeks at the most.
The longer you expect your display to last, the more it will cost. However, you could easily make a good return on investment, depending on the product and your target audience. In the right store, long-term custom point of purchase displays could be the best use of your money. Of course, you can always look at lowering your costs by looking at where in the world you have it manufactured. Just make sure you consider environmental impact along with ensuring your supply chain is ethical.
2. Who Is Your Audience?
You need to think about who you’re trying to attract with custom point of purchase displays, as this will determine almost every facet of its design. For example, a POP fixture intended to sell to young, single millennials will look significantly different to one marketed to grandparents. You need to do some research into who the display will target.
One of the biggest factors will be the product itself, as you will be able to tell a lot about the audience from who is most likely to buy it. Also consider the makeup of your customer base. Think about everything from average income level to gender, age, interests; as much information as you can get.
3. Where Will It Be Located?
POP displays can really be placed anywhere in a store, as they are designed to be used to convince customers to make a purchase. This means you need to consider their location as part of their design. For example, will you be putting your new custom point of purchase displays by the tills? If so, it needs to be extra attention-grabbing to spur on impulse buys.
On the other hand, if it will be placed somewhere different – such as in the aisle of a supermarket – you need to think about how it will interact with the other products and displays. Do you want it to be the main focus, or to blend in with its surroundings?
4. What Is Its Intended Goal?
The main goal of the vast majority of custom point of purchase displays is to sell a product, but you can get more detailed than that; and you should. After all, there’s a big difference between trying to sell as much of a discounted item as possible and attempting to get people to try something new that’s just entered the market.
Then there are secondary goals. For example, is it important that people really enjoy the product and become long-term customers? Or would it be better if they spread awareness of it and told as many people as possible? Always have primary and secondary goal in mind for your POP displays, this not only makes them more effective but also extends their usage. Your POP displays can help achieve these with a bit of clever design.
5. What Is The Store’s Aesthetic?
Finally, you need to make sure your display fits in with the store. Is it a supermarket, a high-end boutique or a small corner shop? Each of these will likely have a different style. If you don’t match your POP display to your brand, it will look out of place and potentially make people less likely to buy what it is selling.
Of course, the counter to this is that an unusual display is more eye-catching and could end up being a benefit. This is a more difficult path to walk, but if you can make your display stand out without making it seem too out of place, it could end up being a good business decision.
