It’s every retail marketer’s aspiration. Combining the right message at the right place, at the right time, and at the right consumer moment to initiate a purchase. Point-of-purchase/point-of-sale (POP/POS) communications are a silent, yet powerful, sales force for products. From capturing customer attention to promoting brand awareness to supporting sales to providing product information, POP displays play a fundamental role in serving the needs of retailers, brands, and shoppers.
The retail industry is dynamic, continually re-inventing itself to respond to consumer demands, capitalize on the latest trends, and drive purchasing at the point-of-sale. Strategically placed point-of-purchase displays with a relevant message for the target audience can be a trifecta, or win, win, win, for a retailer, brand and shopper. For the retailer, signage can draw the attention of shoppers and lead to sales. For the shopper, signage can capture attention that drives awareness and compels purchasing. And for the brand, signage is an affordable means to build equity and recognition and engage consumers to act.
Targeted communications at the moment of truth provides brands with the equity, flexibility, cost and call-to-action needed to help retailers increase traffic and improve selling results. This ultimately drives awareness, compels purchasing and enhances the customer experience between the brand, retailer and customer. Great POP campaigns address all these components.
Retail displays with printed signs outperformed displays without signs by 20 percent according to research from by Brigham Young University. Signage is often referred to as the silent salesperson: keeping customers in the store and interested even when salespeople are busy or non-existent. Further, 87% of retailers say that wide format graphics are extremely or very effective in accomplishing their goals.
There are many types of sign and display alternatives including point-of-purchase displays, floor graphics, window graphics, posters, banners, and the list goes on. Key considerations in selecting the best alternative to maximize your ROI but also give your customer the best brand experience include:
- Where will your displays be located?
- Will displays be indoor or outdoor?
- How often will your POP display last before you are switching it out?
Maximizing your POP strategy starts with establishing desired goals and developing and executing a plan to meet requirements. It’s important to take the time to plan how your POP/POS materials are aligned and integrated with other marketing materials to ensure the consistency of your brand and image. In addition, planning out critical details, such as frequency of new materials, placement, messaging, and more will ensure that your use of POP/POS materials deliver the best results. Compelling customer purchasing hinges on creating an excellent user experience., POP/POS displays signage will only do the job if it creates a positive user experience. That means creating sign and display graphics that are visible, legible, understandable, and actionable.
Perception is everything in retail. If you want your brand to stand out (or even stay intact/ not damaged in the elements such as wind and rain outdoors or high-traffic indoors), you’d better be sure to plan for success. Seasonal displays, clearance displays, short-term and other time-sensitive campaigns can all benefit from more compelling designs and special print effects to compel purchasing at a buyer’s moment of truth. Given the importance of POP/POS in the marketing and communications mix, it is important to learn and understand your options.
How are you using strategically placed POP/POS to create the moment of truth trifecta? With all the choices and considerations for retail displays, don’t leave your communications to chance. Take the time to create your best plan that delivers value for your brands, retailers and shoppers.