A Guide to Point of Purchase Displays – 10 Styles & How to Use Them

The retail space is flooded with imagery – announcements, advertisements, signage, directories, screens, posters, you name it – and no matter where you look, there are dozens of brands fighting for attention. In such a crowded visual space, how can a product or display stand above the rest and truly pop?

The answer is right there – POP displays! Otherwise known as Point of Purchase displays or marketing, POP displays are changing the way brands interact with customers in the retail space. When executed properly, point of purchase marketing efforts can yield big profits with a little investment. So how can a retailer revamp their in-store display strategies?

What is a Point of Purchase Display?

Point of purchase displays are any sort of display separate from standard shelving that a product is featured on. POP displays are primarily trying to draw extra attention to a brand or product with eye-catching visual elements or 3D components in a sea of other displays.

Point of Purchase vs. Point of Sale
Many times, point of sale (POS) and point of purchase displays get confused with one another. When looking to transform your in-store displays, it’s imperative that you understand the difference.

The biggest upside of POP displays and marketing efforts is that they can exist anywhere in a retail setting. However, displays or callouts that exist solely at registers or the front of the store are known as point of sales displays.

For those looking to take their visual display efforts to the next level, point of purchase displays give you that little extra something that point of sale displays just can’t.

Benefits of Effective Point of Purchase Displays

When executed properly, point of purchase displays are incredibly effective. They are vitally important to closing impulse buys, especially in a crowded grocery store or retail setting. In fact, a study from Point of Purchase Advertising International (POPAI) found that when compared to brands without displays, brands utilizing such displays had sales increase 1.4x.

That’s not the only upside to rolling out POP displays – here are a few common benefits retailers have reported in their use of eye-catching visual displays.

Low Cost, High Reward
The ROI of point of purchase displays isn’t overwhelming, even when you opt for a custom display. The average POP display is an affordable signage option and has proven to pay dividends in the end. Take this statistic from the Harvard Business Review, “while reaching 1,000 adults through a 30-second network television commercial costs $4.05 to $7.75, the cost per thousand for a store merchandiser or a sign with a one-year life is only 3 cents to 37 cents.”

Increase Revenues
Retailers who use point of purchase displays – both permanent and temporary – report real positive boosts in revenue. Whether it be the eye-catching designs or promotional nature of the display, POP displays consistently boost sales. The Path to Purchase POP Trends survey reported increased sales 19% and 23.8% for permanent and temporary displays, respectively.

Attract Impulse Buyers
The increase in impulse shoppers has boosted the need for effective point of purchase displays, as these visuals are influencing buying behavior more than ever before. That same POPAI study found that 53% of grocery purchases and 62% of purchases in other retail settings were unplanned.

Types of Point of Purchase Displays

So, you know what point of purchase displays are and why you need them, but what exactly should they look like? Fortunately, there isn’t just one answer – in fact, the possibilities are vast and limited only by creativity and your custom retail display manufacturer. To start as a general guide, these are some of the most common types of point of purchase displays.

1. Shelf Talker
   These POP displays are more like signage and stick out into an aisle to grab a customer’s attention. Shelf talkers can be as simple as just a poster advertising unique ingredients, or as unique as a three-dimensional shape directing shoppers toward a particular product.

2. End Caps
   One of the most common, and most effective retails displays is the end cap. Just as the name implies, these are located at the end of every aisle, and are often used to display new products or products that are on sale. Because they are so effective, end caps are also a hot commodity – in the retail displays audit by POPAI, nearly half of all displays in the retail setting were end caps.

3. Vendor Shop/Store Within a Store
   Vendor shops are by far the most over-the-top type of POP display and call for a brand to literally build a miniature “store within a store.” Brands set up shop within a retailer for just their products. This display idea seems to have boosted the popularity of pop-up shops, an ever-growing segment of the retail marketplace.

4. Floor Graphics
   When well designed, floor graphics can be a real attention-grabbing display in the retail setting. Many brands have developed three-dimensional installations that look like spilled products, giant holes or even games, all in the name of promoting their product. For a simple point of purchase installation, floor graphics can make a major impact.

5. Free Standing Displays
   Free standing point of purchase displays are a great option for temporary installations. These displays can be placed anywhere, are versatile, and can be relocated repeatedly to maximize their effect. The possibilities for shape and design are essentially limitless, and we often see people mirror the actual product packaging when designing a free-standing display.

6. Dump Bins
   These POP displays are best suited for small items that shoppers can simply grab from and continue shopping. Think gum, CDs, candy, DVDs, all of these items are often found in dump bins. The design of dump bins doesn’t have to be boring though – the more unique, the more likely they will be to attract consumers.

7. Lighted Signage
   Want to really grab a customer’s attention? Try illuminating your POP display! Lighted signage and product displays are a great way to really stand out in a retail setting. Just make sure you have  access to proper power sources or battery solutions.

8. Motion Displays
   This digital point of purchase display is a simple yet attention-grabbing option that lives right on the shelf of the product. Motion displays are most commonly a simple LCD display that flashes to grab a customer’s eye and possibly entice them to make a purchase.

9. Interactive Displays
   Technology has changed the way retailers operate behind the scenes, but technological advancement is also making its way onto the store floor. A new point of purchase display trend is seeing companies utilize tablets or screens to create interactive displays. They commonly have a game, ask questions to help consumer choose a product, or offer a promotion.

10. Product Dispensers
    A great way to implement an interactive display without going to the full extent of a touchscreen is with a product-dispensing point of purchase display. You can store limited quantities of your products in an appealing fashion, either on a shelf, in conjunction with a shelf talker or a freestanding installation, and customers can take product directly from the display.

Point of purchase displays should be used to attract customers, yes, but they should also authentically communicate your brand. The best way to do that is with a POP display manufacturer who understands how to make you stand out and can take your vision and turn it into a reality. At Rose Displays, a division of Visual Creations, we have been helping brands from all industries put their best foot forward with innovative and effective retail displays. Let us help you bring your brand to life – contact our team today to learn about our visual solutions.