POP is the crucial moment for any retailer. It refers to the point in time when a customer decides to buy a product, which is quite often something done on the spur of the moment. The key part of in-store marketing is encouraging consumers to make that decision; in other words, how do you take them from seeing your product to actually picking it up and putting it in their basket?
The answer is POP displays. These are a great way to highlight a product, showing off its key features and its unique selling points, as well as simply grabbing customers’ attention in the first place. Here at KSF Global, we have plenty of experience designing and creating these displays, so we’re well-versed in the best ways to use them.
POP display cases, shelves and endcaps
The first thing you need to bear in mind is that there are a lot of different options available to you when it comes to POP displays. You might choose a display case for a more high-end product, or a rack or endcap for something simpler. The choice you make depends on your product, to a large extent.
For example, if you’re selling something that is a complex shape, it might be beneficial to use a display case enabling consumers to see it from 360 degrees. Alternatively, something with a brightly coloured, eye-catching front will benefit from being on a shelf or rack. Think about how you want your product to be viewed, and how it will therefore be best displayed.
Where to put a POP display
The location of POP displays is almost as important as their design. For example, should you place your product near similar items? One the one hand, this makes it more intuitive for the customer as they’ll see your product as they’re looking for something just like it. On the other, it increases the amount of competition, as there will be plenty of other options for consumers.
You could think about putting it at the front of store, as another example, or next to the tills. Remember that consumers will be at different stages of their retail journey at these points and will therefore have different mindsets.
Designing a POP display
Making sure your POP displays are as successful as possible is not an easy task, and a major part of it is thinking about their design. What parts of your product or brand do you want to highlight? How do you want customers to think and feel when they see your display? What unique selling point will encourage them to make a purchase?
Different aspects of POP displays will highlight these variable options. There is no one-size-fits-all solution; you’ll need to think carefully about what sets your product apart from the competition, and how to showcase this in a clear and concise manner that appeals to your target audience.