It can be challenging to make the products and services you want to promote stand out from the rest of the options on the shelf. This is why using point-of-purchase or point-of-sale displays is a great strategy to capture customer attention. It’s often too easy for stores to overlook the impact of visual merchandising on sales.
A well-designed display helps create a focal point, builds brand recognition, and prompts impulse purchases. Use the right visual merchandising techniques to give your brand a voice, allowing it to speak directly to consumers as they shop.
What are Point-of-Purchase (POP) Displays?
POP displays are any display of printed or digital materials set up near a product with the goal of persuading customers to purchase it. POP displays offer a lot of flexibility since they can be added anywhere in your floor plan.
These displays are easy to incorporate or adjust later on to match your sales goals. Common POP displays include signs, freestanding units, kiosks, or elaborate “store within a store” models which separate a brand’s product and put it in a secondary store for a unique shopping experience.
What are Point-of-Sale (POS) Displays?
This display can be found in the transactional area of a store where customers check out their items. POS displays are used to boost impulse sales of low-cost convenience products.
Common POS displays include counter displays, floor displays, or “shelf talker” tickets attached next to the product to draw attention to a product. Convenience items like candy, magazines, souvenirs, or low-cost trinkets are the most common items to display.
What Are the Differences Between POP and POS?
As similar as these concepts seem, they both have different applications. While both use visual elements to promote specific items, here are the main differences to remember:
A POP display is:
- Located where the customer is making buying decisions
- Intended to introduce consumers to the product
- Stocked with any type of item, ranging from inexpensive to expensive
A POS display is:
- Located where the customer is ready to complete the transaction
- Intended to persuade customers to make an impulse buy
- Stocked with smaller or low-cost items
A POP display is usually more flexible with its goals and placement, while the POS display has a fixed intent and location in a retail business.
When Should I Use POP and POS Displays?
Either concept is a great way to use effective visuals that create an eye-catching display to ultimately influence customers. Both can work well when you’re looking to:
- Supplement your seasonal sales
- Showcase discounts or coupons
- Advertise promotions
- Increase brand presence
- Boost retail sales
Consider your layout to determine which one adds the most value to your store. Then, strategically place them in a way that complements the shopping path of your customers.
What Types of POP and POS Displays are Available?
It’s important to use the right type of visual display to create an engaging shopping experience.
The most common display types are:
Free-Standing Display Units (FSDU)
These are typically made from corrugated cardboard or any light sturdy material and can be set up anywhere in a floorplan. They ensure the item is displayed differently from the traditional aisle.
Counter Display Units
Sitting directly on top or near the transactional point of the business, this display has high visibility and is great for boosting impulse purchases.
Display Packs
These are designed to surround the product with a special type of holder or dispenser to make it stand out. A display pack uses graphics and messaging to catch the eye of customers while they are scoping out their options.
Display Stands
Usually standing eye-level, this type of display can be set up almost anywhere in your layout and is a great way to create visual interest and draw attention. It gives your brand a presence.
Strut Cards
These are typically used on shelves or countertops to complement how your item is displayed. A strut card is usually printed on a high gloss, 2mm thick card attached to a strut on the back that props it up.
Standees
Used a lot for big events or movie promoting, this type of display is made from foam board and includes other design elements like special lighting, sound, or moving pieces. These are typically large in scale and self-standing.
What Are the Benefits of POP and POS Displays?
Both help you maximize wasted space in your store footprint, sell products without requiring more staff, fill the customer’s basket, and upsell items. The importance of visual merchandising is that it takes the hassle out of selling.
How Can I Create POP and POS Displays?
Start by sitting down and answering these questions first:
- Which item or brand do I want to promote?
- What is my conversion goal from this display?
- How is the current floorplan set up?
- Would a POP or POS display work better?
- Do I have the resources or should I outsource the design?
It’s important to execute the display well so it’s set up for success. Having an expert carry out your vision is the best way to ensure you end up with an effective piece of visual merchandising.
Why Should I Outsource My POP and POS Displays?
Sometimes turn-around time is tight. Other times you need some help getting started and executing your design ideas. At the end of the day, it can be convenient to have a one-stop-shop, like the Jay Group, run with your idea.
By using a team like Jay Group, you gain a group of experts that are on your side. You have a team that can use their knowledge of successful display strategies to create a custom display that delivers on your goals. Plus, instead of increasing your staff’s workload, you can rely on trusted professionals to handle the design, printing, building, and distribution details of your display.
Are you looking for a full-service provider to handle your POP and POS display design, manufacturing, and retail distribution? We have the experience and expertise to handle POP and POS projects of any size. Contact us today for a complimentary quote.
