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Point of purchase displays target a larger audience of individual customers because they are typically located in aisle ways or by cashier checkouts. POP displays are not very expensive because they are either made of cardboard or vinyl for short-term usage while long-term point of sales displays may be made out of wood or sheet steel. Point of purchase display advertising is a relatively new marketing technique adopted by businesses to promote their products. But it is turning out to be one of the better strategies for increasing sales in a retail location.
Point of Purchase or PoP is the latest marketing which is evolved because most consumers decide which brand they are going to purchase in-store. Once they have decided to buy a bathing soap, they will decide which brand of bathing soap they will buy depending on what is available at the store. It thus makes sense to advertise your product at the entrance of the store or near the product it is meant to promote. We will look at the top 10 reasons to use point of purchase (POP) displays to prompt sales of your product.
Most retail stores recognize the importance of this subtle strategy to increase the sale of their suppliers’ products. They also help to display banners or posters, even floor displays to increase the sales of products as well as increase their revenues.
The point of purchase concept of promoting a product because it is easy to implement gives the marketer a chance to address the customer directly, and retailers are getting to like the concept.
POP displays can be strategically located to influence a customer’s decision to buy your product, among others, available in the store or the mall. The displays can be signs that your salesman or the retailer places on shelves or freestanding displays. You can either put them at the entrance of the store to draw the customer’s attention or place them on the shelf where your product is displayed, among others.
A customer noticing a POP display may recollect an advertisement he had to see on the television but did not know where to lay his hands on it. It may also happen that he read the POP and on returning home sees an ad of your brand on the television. He might return to the store to buy a particular product. In any way, your POP display has increased your brand recognition. POP display is an excellent opportunity to grow your brand recognition with a wider audience.
A good POP display will create a unique image in a customer’s mind. Even if he doesn’t buy the product, he will be thinking about it and is bound to try it out some time or the other.
A POP display on a shelf where your product is placed, among others, can induce a customer to choose your product. Information about the benefits of using your products will help an undecided customer select your product over others.
POP displays are ideal for marketing a new product, discount sales, or just boosting product sales. Most customers wait for discount sales or sales promotions to stock up on consumables and high-end items like furniture. POP displays can seduce such buyers and boost the sales of their products.
Customers always come to a store or a retailer to buy one or more products. POP makes it easier to induce them to buy your product instead of another similar one they might opt for. Even if they do buy the product that they came to buy, with some POP prompting, the customer may decide to add your product to his shopping cart if only to try it out. Many purchasing decisions are impulsive and happen on the spur of the moment. There is no harm in prodding a customer with a POP if it means selling one of your products.
When a POP is placed strategically, the chances of a customer noticing your product are higher than if there had been no POP. Packaging, by itself, will not draw customers’ attention because they are often looking for something specific when the survey a shelf in a store.
On a product package, there is only so much information that you can print. A good point of purchase display gives you an opportunity to tell the customer about the plus points of using your product. It gives you to communicate directly to the customer about the unique features of your product and the advantages your product has over other similar products available on the shelf.
A retailer may not be able to dedicate enough time to promote your product to all the customers that come along. He may also not have a good understanding of the brand to promote it by setting up a POP display. You are helping the retailer increase the sale of your product as well as increase his turnover.
Promoting your brand and products on media is a costly business. That expenditure will naturally be charged to your customers and will increase the cost of your products.