In-store advertising, such as point-of-purchase displays (also known as “POP” displays), directly influences 53-60% of consumer purchases, according to the Point-of-Purchase Advertising Institute. That’s more than half of all your sales. With numbers like these, it’s a good idea for retailers and restaurateurs to ad POP displays to the advertising mix. Types and styles of point-of-purchase displays vary, so it’s important to tailor your display to whatever it is you’re advertising. A lighted menu board may work for one scenario whereas ceiling danglers may work in another.

Benefits of POP Displays

No matter what type you choose, however, when executed well, POP displays can help:
1. Customers make informed buying decisions
2. Encourage impulse buys
3. Increase sales
4. Brand your company across multiple locations

Making POP Displays Work for You

Once you have familiarized yourself with the different types of POP displays and their respective benefits, you can begin to think about how to make your display work in your place of business. For example, if your business is a restaurant, menu boards, table tents, counter-displays, and floor stands can encourage customers to try new items, order add-ons, or ask for specials. You can also use POP displays to promote special products for sale inside your restaurant or advertise upcoming community events. Anything you can think of to boost traffic in and brand your restaurant can be promoted with a point of purchase display.
On the other hand, if your business is a retail store, shelf signage is invaluable to pointing customers in the right direction. When looking at a shelf filled with different products, customers are likely to pick up one that’s highlighted with a sign or tag. Whether you want to promote a product on sale, a new or improved version, or advertise a special benefit, shelf signage draws attention where you want it most.

Knowing What You Want

Some POP suppliers offer a wide range of displays; others specialize in one type. Finding the right supplier depends largely on the type of POP display you want to create. You can find anything from small sign holders to large signs but it helps considerably if you have an idea of what you want before you make a purchase! Search display suppliers online and look at their stock for possible ideas.

Getting Creative

Consider hanging signs from the ceiling or applying them directly to the floor of your business. Anywhere you can catch the customer’s attention is a perfect place for a point-of-purchase display, and a point-of-purchase display is the perfect way to grab the customer’s attention – and make sure they grab your product. Finally, if you execute your POP promotions well, you should see an increase in sales and traffic, and a positive difference in your bottom line.

Getting Started

Think you’re ready to start using POP displays in your business? Consider these tips when executing:

• Ask neighboring restaurants to add a table tent to each table offering customers a cross-promotion at your business.
• Use a local quick-print shop to print point-of-purchase signage and you can add new promotions to your store frequently without breaking the bank.
• Before you start designing promotions, walk through stores you feel comfortable in and check out their signage and point-of-purchase displays.
• If you have more than one store, or more than one POP display in a store, make sure they have the same look and feel in order to create a unified brand.

Good luck.