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Ideas for making packaging and P-O-P displays team players

The product, the package, and the budget are in place for point-of-purchase. Here’s how to integrate them for maximum branding muscle.
FILED IN:  Venue  > High volume retailer

Point-of-purchase displays offer brand marketers another tactic for capturing shoppers’ attention as they make their purchase decision. But to maximize effectiveness, P-O-P displays, and the packages they hold, must work together.

P-O-P displays, says an article in Plastics Today, shouldn’t be viewed as an overhead cost. Aisle displays are investment in your brand, and the better that packaging and displays complement each other, the better sales will be.

The article lists the following seven tips to improve sales with P-O-P displays:

1. Get your audience’s attention.

2. Integrate product information with the display.

3. Differentiate featured products.

4. Keep it uniform.

5. Monitor the competition.

6. Do your homework.

7. Discuss your program with an expert. In addition, consider individual retailer requirements. One retailer’s designated height for P-O-P displays might be several inches different than another retailers.

Patrick Sbarra, president of New Creature, also cautions that design considerations are different for club stores and mass merchandisers. Factors may include different package sizes, lighting, and aisle width, among others.

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