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Point-of-Purchase Displays: A Guide to Increasing Sales

POP displays are increasingly popping up in brand-owners’ strategic planning

point of purchase displays
point of purchase displays

Brand owners expend time and resources getting their products on retail shelves. There, within a crowded self-service environment, the packaging must attract and induce. Point-of-purchase displays (hereafter, displays) are a reverse step; their purpose is to get the products off the shelves and into a showcase setting. There are displays that are acquired and owned by the retailer, with display cases and dump bins being examples. This article, however, is about displays that are supplied to retailers by brand owners.

Packaging professionals are accustomed to the primary, secondary, and tertiary levels of packaging. Well, displays can be thought of as quaternary. And true of all sequential levels, displays are expected to build on the preceding levels. That’s done with structure and graphics that produce a synergistic pairing of the display and the packaging, triggering product recognition and impulse buying.

The display’s structure should allow advantageous positioning of the packaging via facings and quantities. The ideal is to create a visual effect (for example, billboard or geometric) that’s superior to shelf-impact. The display’s graphics, on the other hand, should communicate useful information not contained on the packaging, while embodying and enhancing salient features from the packaging (for example, brand colors and slogans.) If the preceding isn’t sufficient yeoman’s work, a display also can sport a cellphone-scannable QR code, a portal to product-relevant information, offers, etc.

The real estate maxim of value being a factor of “location, location, location” can be applied to displays. A display relies on interception, placed in the path of target consumers. Basic considerations include: whether the display should be located within an aisle or at its end, or even whether the location should be outside the area assigned to the product category. The brand owner should suggest the best location, aware that the retailer has the final say. Negotiations need not be contentious, however, because brand owner and retailer share the same objective: product turnover and the sales and profits it generates.

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