If you're not familiar with the point of purchase displays, it's a marketing material that's placed next to the merchandise it's promoting. You'll generally see these displays near the checkout area. Businesses have used this tool to introduce new products, encourage sampling of products, and drive more sales. A Harvard Business Review study found that it can be a more low-cost option than using television ads. Having the right elements in your point of purchase display can make a difference in earning more sales for your business. Here are some tips you can use to put together an effective point of purchase display.
1. Use identifiable imagery.
A good point of purchase display should feature images that relate to your shopper. A photo of a person that looks like your target audience is best. For example, if you're selling products meant for elderly women, it would be good to have a point of purchase display that has an elderly woman in it. Another example is what Mattel did in their Barbie point of purchase displays. They encouraged girls to be anything, and they displayed multiple versions of Barbie in different costumes and looks. As a result, a young girl would be more likely to find a Barbie doll they could relate to and potentially get their parents to purchase. You can find a way to do the same in your displays by featuring images of people that can relate to a variety of potential shoppers.
2. Try seasonal displays.
It's no coincidence that whenever it's Christmas, you see more Christmas displays. You can use the holiday to your advantage by having displays that encourage your shoppers to buy your product as a gift. The company Poo-Pourri followed this method when they were selling their fragrances during the Christmas season. They marketed their product as "the gift under the tree that leaves the bathroom stink-free." Whether it's Christmas, Thanksgiving, or Mother's Day, use the holiday to find a creative way to make a display that can encourage your shoppers to buy your product as a gift for someone.
3. Make your display educational.
While the main goal of a point of purchase to display is to promote your products, you can use them to educate your customers as well. One instance you can do this is when you have multiple items in the display. A customer may not know what all of them are used for and be unsure which option is best for them. You can create a display that shows the image, and place information about the product below it to explain what it is and what it's used for. One company utilized this strategy by showcasing a variety of kitchen utensils they sold. Underneath the images of the utensils, they provided information on what each item could be used for, helping the customer know which one would be best for their cooking needs.
4. Make your display an unusual shape.
It's important that your point of purchase display can grab your customer's attention. One way to accomplish this is by using a unique shape. Try to avoid box-like displays that look like any other kind of shelf one would find in any retail store. Instead, use a different shape that might stand out, such as a triangular or circular display. It's common for beverage brands to show their drinks in a display that's shaped like a drink bottle. Even if you still choose to use a regular box shape, you can adjust it in a way that can grab your customer's attention more. One company used a box display, but instead of stacking it evenly, it was stacked unevenly to make it look less like a typical point of purchase display. The main point here is to try to do something original when it comes to what shapes and sizes you decide to use.
5. Make it interactive.
Adding interactive elements to your point of purchase display can be a fun way to engage your customers and educate them about your product. More companies are using them these days to connect with shoppers. The company Sephora used an interactive display that had a tablet next to their hair section, and it featured a "Hair Care Finder" quiz. Customers could give details about their hair with each quiz question, and at the end of the quiz, a specific product recommendation would be given to them. The Dollar Shave Club made use of a large interactive screen to attract customers to their airport vending machines. Customers could walk up to the screen and use it to purchase some razors. See if you can find a way to have a hands-on display that gets your customers to interact with your brand, which can potentially get them to buy your product.
6. Show what your product can do.
Showing off your product in action can be an excellent way to get a shopper's attention. Some companies choose to have a video display that shows someone using their product in an exciting way. GoPro utilized this strategy by having a video point of purchase display next to their GoPro, which showed a surfer using their product while they were surfing. The downside of going with this strategy is it can be costly and labor-intensive. Nonetheless, if you can afford to set up a video point of purchase display, you can get a lot of customers to stop and look at your product.
7. Provide product testing.
Using this tip will depend on if you have the kind of product that can be used on site. You see this kind of purchase display often in electronics stores like Apple or Best Buy. They may have their smartphone or camera products out and allow you to hold them and see how they record videos or take photographs. Another company that sold hand cream had a display that specifically had big, bold letters on it that said, "Try me.” When a customer gets a chance to test out your product, they may discover they like it and decide to buy it. Consider finding a way for customers to be able to test your products in your point of purchase display.
8. Create an eye-catching visual.
If you work with a business that knows how to create point of purchase displays, they'll be able to help you find the right lighting and materials that can stand out in a customer's eyes. In general, it can be helpful to mix different materials, such as using vinyl and paper together. It's also good to make your display well-lit and use bright or fluorescent colors. Bright displays tend to stand out most among lots of other displays you might be competing against. Using glitter and holographic textures can also add more brightness to make it harder for any customer to miss your point of purchase display.
9. Use a strategic location.
As mentioned earlier, you tend to find point of purchase displays near the checkout area. You can also place one near an item that fits with the purchase of a previous item. One example is what 7-Eleven did with their gums. The stores decided to place their stand-up gum display next to a coffee bar. The reason for doing this was the understanding that people want to get rid of their coffee breath after drinking coffee. With the gum conveniently next to the coffee, the idea was that by the time customers finish making their coffee, they would see the gum display, and think they should buy it to help rid them of their coffee breath after drinking it. Find a way to place your displays next to an item that may help solve a problem that comes with it.
10. Keep your display simple.
As much as it's good to create a point of purchase display that's attention-grabbing, it's important to also make sure it's not so attention-grabbing that it's confusing. Think about the shopper's mentality. They're often in a hurry and don't have time to make sense of something they see. You need to make your display clear and understandable instantly. Have a friend or family member look at your point of purchase display for only three to five seconds. If they can't tell you what your business is selling after those few seconds, it's too complicated. Continually adjust the elements of your display until you get it to where a person can tell you what you're selling after only looking at it a few seconds.
11. Track your data.
Once you have your new point of purchase display showing at your business locations, see how it impacts the number of sales your company gets. If you notice that your sales are going up since using the new display, you should continue to use it. If you notice that sales have been going down, then try adjusting your display, or use one of your other ones that might be having more success. You should also continually change up the pricing to make sure you're maximizing your profit margins.
All of these tips will help you create a point of purchase display that gets more attention to your products. Experiment with these different tips to see what works best for your business. Make sure you follow what your sales data are showing you to make any necessary changes, and to use the displays that are your most profitable. You can find more information about point of purchase displays at this link: https://www.craftsmenind.com/
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© by Eric Holland 2020