Point-of-purchase (POP) displays have a powerful impact on buyer behavior. In retail stores, their innovative design and strategic placement capitalize on psychological triggers that prompt customers to make purchasing decisions. Understanding the psychology behind these displays can help businesses harness their full potential.
In this piece, we’ll examine how POP displays shape consumer behaviors, what makes them so effective, and how businesses can maximize their POP displays.
Then, we’ll showcase how Bay Cities can help you create POP displays that speak directly to your target audience, drive sales, and boost your bottom line.
Why Point-of-Purchase Displays are Effective in Retail Marketing
Here’s a look at four ways POP displays are successful in providing better customer experiences and driving retail sales:
They Capture Attention
POP displays allow for strategic positioning near checkout counters or aisles. These displays stand out in a bustling retail environment and draw immediate attention at crucial moments in the buyer’s journey.
They Trigger Impulse Buys
According to recent data, nearly three-quarters of shoppers make impulse purchases, with Americans spending more than $300 a month on impulse buys. Well-designed POP displays capitalize on this behavior by showcasing products in an appealing manner. They prompt consumers to make unplanned purchases by triggering a sense of urgency or desire.
They Appeal to Buyer Emotions
Effective POP displays evoke feelings of desire, satisfaction, or even urgency by using colors, designs, and messaging that resonate with consumers' feelings. The power of emotional connection in influencing the likelihood of purchase becomes even more apparent when you consider that emotional reactions happen a staggering 3,000 times faster than rational thought.
They’re Versatile and Cost Effective
Not only are POP displays associated with many benefits, but they’re also remarkably versatile and cost-effective. According to one Harvard study, a POP display can cost as little as $0.03 for every 1,000 shoppers. Available in temporary, semi-permanent, and permanent designs, POP displays can also be mobile and malleable at any given time, depending on your needs.
Using a POP Display Stand to Influence Buying Behavior
We’ve addressed some of the science behind the effectiveness of POP displays. Here, we’ll drill down a bit deeper to examine a few specific elements of POP displays that brands can use to their advantage:
Visual Impact
A visually appealing display cultivates customer interest and engagement. Eye-catching designs, vibrant colors, and innovative layouts can all make products stand out—even in crowded retail spaces.
Location, Product Placement, and Accessibility
We’ve all heard the saying, “Location, location, and location.” In addition to real estate, this applies to retail marketing. Positioning your POP displays near or at checkout counters, in waiting areas, as endcaps, and other high-traffic areas ensure maximum visibility.
Be sure to consider adjacent products, as well. By prompting customers to buy additional items they may have yet to initially consider, placing complementary or related products together or near each other drives cross-selling. Eye level is ideal. After all, if shoppers don’t immediately see your products, they’re likely to breeze right past them.
Information and Education
In the era of the informed consumer, shoppers are looking for value above all else. Incorporating an educational component into your POP displays and packaging delivers on this desire. Use your POP display to highlight product benefits, provide usage instructions, or showcase special features.
In addition to educating customers, informational and educational POP displays instill confidence in purchasing decisions. But be sure to keep it clear and concise: these qualities are key to converting interest into sales.
Which POP Displays Perform Better Than Others?
While all POP displays have potential, some perform better than others. Here are examples of a few types of POP displays that are especially effective in driving sales:
Interactive Displays
Touchscreens, product samples, and other displays that encourage customer interaction are known for their efficacy. They encourage customers to engage directly with the product by providing a hands-on experience, leading to a higher likelihood of purchase.
Seasonal and Limited-Time Offers
Seasonal promotions, limited-time offers, and other time-sensitive marketing campaigns capitalize on the fear of missing out (FOMO). Customers are more likely to purchase when they perceive a product as exclusive, limited, or available for a limited period.
Personalized and Targeted Displays
Personalization is power in marketing, and POP displays are far from immune. Customized displays that cater to specific customer preferences or demographics resonate with consumers because they make them feel understood and valued. This increases the likelihood of conversion.
Bay Cities: A Case Study in Effective POP Display
A leading packaging and display company, Bay Cities has a decades-long history of creating impactful POP displays for customers in various industries. Part of Bay Cities’ success lies in understanding consumer behavior and devising innovative strategies to leverage that understanding into sales-driving products.
Innovative Designs
The design world is constantly changing. Bay Cities' designs incorporate creative and innovative elements that captivate consumer attention. Their displays are not only visually appealing but also functionally effective, with the aim of seamlessly guiding buyers through the purchasing process.
Customization and Branding
Fueled by a keen awareness of the pivotal role of branding in marketing and sales, Bay Cities crafts POP displays that align perfectly with their clients' brand identities. Through design, color, messaging, and other aspects, Bay Cities’ POP displays foster brand recognition, trigger recall among customers, and build familiarity and trust.
Data-Driven Insights
Delivering seamless customer experiences relies on an acute understanding of the 21st century customer mindset. Bay Cities derives data-driven insights from the latest research to create POP displays that resonate with target audiences to elicit desired responses and drive sales. From interactivity to sustainability, Bay Cities acknowledges evolving customer priorities and responds to them with cutting-edge POP displays.
Put POP Displays to Work for You with Bay Cities
By harnessing the power of psychological triggers, incorporating strategic designs, and adopting innovative approaches, there’s no denying that POP displays significantly influence buyer behavior in retail environments. If you’re ready to enhance brand visibility, entice customers, and drive impulse purchases, Bay Cities is ready to help.
To get started, request a quote today.
