Effective retail merchandising calls for businesses to carefully plan product visibility and in-store messaging that suit their target shoppers’ personalities and shopping behaviors, as well as the factors that influence purchasing decisions.
This is why certain types of displays are located in strategic areas of a store. In particular, point-of-purchase (POP) and point-of-sale (POS) displays can be visually striking and serve as key components in increasing sales and brand awareness.
Selecting either a POP or POS display depends on many factors. While each retail environment is unique, having a clear understanding of their features and differences can help you better determine how to seamlessly integrate them into your store.
Learn the key differences between POP and POS displays in this article to clearly define your retail merchandising strategy.
A POP display is a store fixture that aims to promote large quantities of products and encourage consumers to make a purchase. This type of fixture can come in the form of signages, shelves, shelf talkers, dump bins, end caps, and countertop pop displays.
Retail stores typically scatter POP displays in high foot traffic areas – and even on walls and windows – to catch shoppers’ attention.
In eCommerce, digital POP displays such as pop-up deals and product recommendations help draw online consumers’ attention toward the promotion or product. Today, businesses implementing an omnichannel retail strategy can largely benefit from using both physical and digital POP displays.
A POS display is a fixture standing near or next to the cash register where consumers finally make their purchases. This type of display can come in the form of PDQ (Pretty Darn Quick) trays, small racks, and countertops. POS displays are useful in marketing products that shoppers typically buy on impulse such as candies, batteries, magazines, toothbrushes, lip balms, and souvenirs.
Part of the benefits of putting up POS displays is that they guarantee shoppers will see certain products as they reach the cash register. This type of display is also ideal for sales promotions such as buy-one-get-one (BOGO) deals, flash sales, and percentage discounts.
Choosing a retail display for your business depends on the specific goals you want to achieve. Here are some factors you should consider when selecting a display type.
If you plan to market large quantities of new arrivals or old product stocks, you may benefit from POP displays more. Use colorful and eye-catching end caps, shelf talkers, dump bins, and other forms of POP displays to attract customers.
POP displays are good for increasing sales and improving brand awareness and recall. Your target customers will have a good chance of remembering your brand if your displays use vibrant colors and images and mirror your other advertising materials.
Products that have unique packaging designs or come in bundles can utilize POP displays. Simply separate them from your regular products so they can stand out and attract customers who may need exactly what you offer.
If you plan to launch a new POP display, you can test it in one of your stores first. The costs of POP displays vary per product quantity, which will determine how much investment you should make.
Selling bundled or discounted individual products can be easy with POP displays as they are typically separate from regular products. This type of display encourages shoppers to check new arrivals or take advantage of low-cost items to save money.
POS displays are ideal for items that customers rarely pick up from regular shelves or may not initially need but would purchase when they see them.
Displaying your items near or next to the cash register guarantees that shoppers will inevitably see your products before they complete their purchase. Even if they do not pick up your products, they will at least know about your brand and what you offer.
Stores typically put small items near or next to the cash register because they are easier to pick up before they finally check out. Small items such as candies and chocolate bars are also easier to consume than most food items, which is ideal for consumers on the go.
If you plan to run temporary promotions such as flash sales and BOGO events, using POS displays is a great way of selling discounted products fast. Customers who see them before heading to checkout counters may consider picking up your offerings on impulse.
Consumers already have the whole store to shop for bulk or bundled items, which is why you should take advantage of POS displays to sell goods that come in single product packaging.
Knowing which product display to use is key to effectively selling your products and raising your brand awareness. On top of the tips mentioned above, remember to observe how your displays affect your customers so you know when to repeat or replace them.
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