Point of Purchase Displays
Point of purchase displays are a concerted type of sales promotion. They are located at or near the checkout counter to entice customers to buyproducts that are new, on sale or on special offer. They are also helpful in promoting special events such Holiday Sales.
Highly Effective Promotional Tools
Point of purchase displays are highly effective and useful promotional tools. Research has proven that brand sales receive a huge boost from Point of Purchase Displays. Studies also confirm that point of purchase displays located at main shelves and secondary in-store locations are highly effective at increasing sales. What is more, it has been proven that point of purchase displays greatly influence purchases.
Point of purchase displays could be display stands, display packs, or dummy packs. They may also includemobiles and lightboxes. These displays are specifically designed to draw the attention of customers and influence them to make last minute purchases or buy on impulse. Thus, point of purchase displays have to be one-of-a-kind and noticeable.
Point of purchase displays are usually made up of hardware, and printed graphics and message. You have the option of customizing the signage as often as required, or continue using it for as long as it is effective in generating revenue for your business.
When it comes to planning and designing point of purchase displays, we at Display Creatives recommend our clients to have very clear ideas about what their business needs. Therefore, point of purchase displays should have:
- A clear “call to action”
- Consistent branding. If you are planning on promoting your product in different locations, it is important for your retail displays to have consistency in terms of design to achieve a harmonious look and avoid confusion. You can get creative and play with your displays a bit, but you must make sure that the brand image that you want to project is not compromised.
- An advantage over the competition. In retail, it is difficult to avoid competition. So, if your competitors are using a certain tactic to generate profits, you must come up with a better strategy to stay ahead of the game. Getting with the trend is a proven way to bring in revenue. However, you should avoid being labeled a copycat or a bandwagon-er at all costs. You can take a display trend and put your own creative spin to it. Or you can come with your own innovative display technique to draw customers and set your brand apart.
- Features that zero in on your target audience. When planning and designing point of purchase displays, consider the demographic that will truly be interested in and patronize your product. Study their buying patterns and modify your point of purchase displays according to those patterns. When your point of purchase displays skillfully reflect your target market and at the same time effectively convey your brand values, you will considerably boost your product’s value and of course generate huge profits.
Choosing a Point of Purchase Display Manufacturer
Here at Display Creatives, we believe that in order for your point of purchase display to be effective, it must be unique and eye-catching. It is therefore important to find a supplier or manufacturer that can create point of purchase displays that will suit your specific needs.
In order to get the most effective and attention-grabbing point of purchase display for your product, you must carefully choose your point of display manufacturer. To make sure you end up with the best manufacturer, weed out the bad ones by:
Comparison Shopping – it pays to check out more than one point of purchase display manufacturer. By visiting several manufacturers, you will be able to compare their rates and service offerings.
Seeing If They Understand Your Business –it is very important for a manufacturer to get what your business is all about. Otherwise, they will not be able to come up with the most effective point of purchase display for the product that you want to promote.
Talking to Current Customers – talking to the current customers of point of purchase display manufacturers will give you some idea about their quality of service, their level of excellence and how fast they can deliver. You can also ask current customers if they made profits from the point of purchase displays that they ordered. Also consider asking how the manufacturers responded to and handled any setbacks.
Visiting Their Office and/or Factory – it is a good idea to visit your supplier’s office and/or manufacturing facilities. This way, you will be able to see if they have the equipment and materials needed to make a unique and effective point of purchase display for your product. If you find that a certain manufacturer is lacking important manufacturing tools then remove them from your list.