What Is A Point Of Purchase Display? Definition And Applications
So, you have a great company, a great team of employees, and a fantastic collection of products. You get your products to market in a timely fashion and, thanks to their eye-catching packaging, sell a good amount of product regularly.
You are currently happy with your sales, but you have noticed that some of your competitors are selling more products than you. So, you became curious. You realize that selling products in retail settings is highly competitive. And you want to get an edge to achieve better results.
So, while you are doing well, you want to do better. You want whatever magic trick your competitors have up their sleeve that is allowing them to outsell you. One of those tricks is POP (or point-of-purchase) displays.
You’ve probably seen these in your local grocery store, but you have a lot of questions. What is a POP display? Where are they used? How are they used? The answer to these questions can unlock how you can sell more products than your competitors.
Now, Industrial Packaging is the ace up your sleeve. How so?
After six decades in the packaging industry, we know everything there is to know about point-of-purchase displays. And, we are going to educate you about these displays, their applications, and other related uses.
With the information in this article, you will be able to decide if point-of-purchase displays are right for your retail marketing and sales requirements.
What Are Point Of Purchase Displays?
A point of purchase display is any custom display showcasing products outside of their natural habitat within a retail setting. This means POP displays are set up apart from a product's normal location on store shelves. Generally speaking, POP displays are positioned in the center of a store's aisles or at the end of each aisle.
Point of purchase displays give superior visibility and branding capabilities over those products which are only featured on the store's shelves.
Think back to your last trip to Walmart or another big box store. Then you have seen a point of purchase display out in the wild. In addition, you have probably bought an item that was featured in the POP display.
What Does A POP Display Look Like?
Generally speaking, a POP display will have some form of physical structure with 1-4 sides. The structure is usually made from corrugated cardboard. This version of a POP display is shown in the image above.
This is a common practice for making POP displays for canned beverages in which the cases of soda or alcohol are simply stacked in unique ways to form an eye-catching shape.
For POP displays featuring cardboard structures, each structure will have a selection of products on display. In addition, there are often multiple ways to help your product stand out such as colors, typography, pricing information, logos, imagery, and photos on the display.
By positioning POP displays in unique areas of the store rather than only on store shelves, they can often capture consumer's attention better than those products that are only sold on the shelves.
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Who Uses Point Of Purchase Displays?
In the larger retail settings mentioned above (for example, Walmart), you will usually find four-sided POP displays running down the larger main aisles in the store (these are known in the industry as "action alleys"). These are placed every 10-20 feet and usually feature DVDs, video games, books, beverages, boxed food products, clearance items, and various other consumer goods.
Additionally, you may find 1 or 2 sided smaller POP displays (see picture below) at the end of each aisle which connects to the larger alleyways.
These smaller displays are also standard for smaller retail institutions such as gas stations, country stores, auto parts stores, mom-and-pop shops, and other smaller brick-and-mortar retailers.
Increase Your Retail Visibility With Point Of Purchase Displays
Now that you know what a POP display is, where they go, how they work, and what constitutes a POP display, you are probably interested to learn more.
If you would like to learn more about POP displays and how they can help your business sell more products, you will want to read this companion article entitled Increasing Your Retail Visibility Via Point-Of-Purchase Displays.
With the information in this article, you will understand better how POP displays can be implemented to improve your product marketing and sales capabilities.
About Nathan Dube
As the Digital Marketing Specialist at Industrial Packaging, I am honored to create content for such a phenomenal company and work with one of the greatest teams in the Packaging Industry. Whether creating a video, writing blog posts or generating other pieces of content and multimedia, I am always excited to help educate and inspire our prospects and clients to reach their highest potential in regards to their packaging processes and needs.