Point of purchase displays are a form of marketing strategies used in any sort of retail business in order to garner more customers and convince them to buy certain products. While point of purchase (POP) displays are considered to be a marketing technique used by traditionalists, it still gets the job done exceptionally well. There are many buyers who come to stores without a shopping list or a well mapped out plan on what they are going to purchase, this type of marketing technique is geared towards them. Moreover, if an effective POP is created it has the ability to be able to persuade even a customer who comes in with a particular agenda. This form of advertising is considered to be less expensive than most others, making it widely used. Listed below are a few ways that makes point of purchase displays work every time.
Promotion of brands
There is a high chance of increasing brand loyalty, because all POP can be used in promoting a particular brand. A brand that has good advertising techniques, coupled with POP marketing is bound to have a loyal and large customer base, giving it the necessary competitive advantage over similar products in the market. Without actually promoting the whole brand it will be rather beneficial for sales if a particular product if promoted, thus this kind of special POP campaigns can do wonders in making customers think that this said product is of higher level than its competitors.
POP, a form of out of the house advertising, focuses on targeting consumers that are just round the corner, for instance, POP placed in supermarkets will be targeting the customer shopping within the premises and not out of that vicinity. Since the audience is rather small, directed towards them, they are easily manipulated and persuaded to purchase the particular product. By putting out products that have discounted prices, have signs that say ‘special offer’ and even products that come with another complimentary product entices shoppers to buy more than what they came in for.
Influencing the market
Many retailer use this out of home advertising method of POP to be able to let the target customers know about what products are considered to be the in products in the market at a given period of time. This is also another method of manipulating customers, this is said because the retailer is now choosing products on behalf of the customers, by oppressing the opinions. Also by marketing certain products towards the customers, suppliers of that particular product will want to do more business with the retailer as more of their products are being sold.
Creative positioning of POPs
The positioning on POPs is key to its success. You can come up with content that involves low cost material or more towards expensive classy displays, but what makes a difference is where they are positioned. Be it at the entrance of a store or a billing counter, highlighting products with clear and precise messages will capture the customer.
The use of POP for a particular product can bring a lot of attention towards it, even though it can appeal to only a small customer base at a time.