POS (point-of-sale) or POP (point-of-purchase) displays have long been a retail tool. These displays are designed to increase a customer’s amount of dollars spent per visit and are ideal for highlighting certain products that matter to you – the retailer – for one reason or another. High-quality POS displays drive sales upward, and if you follow a few simple guidelines, your point-of-sale displays will perform at an optimal level.
It’s all about location
In real estate, you often hear agents talk about “location, location, location”. What they’re trying to stress is that a value of a home (or business) is often quite dependent on where it is located. For example, a beautiful house in a terrible location may be worth far less than a mediocre home in a highly desirable neighborhood.
The same goes for POS displays. You need to place them in the “neighborhood” where they’ll perform the best. Usually, they are strategically placed not far from where your customers will queue to pay for their purchases. It’s where they’re lingering for a bit and, hence, will have a chance to look at the displays near them.
However, there are some POS displays that you might decide to place near like items. For example, if you have a new laundry product you’re promoting, you might put that POS near other laundry products, offering it as an alternative.
Product selection prowess
Of course, product selection plays a huge role in the success of a POS display as well. You’ll need to choose products that lend themselves to impulse purchases, which means they probably shouldn’t be too costly. Novelty items are always a good bet as are seasonal items during certain times of the year. (“Oh, yes, I need some more ribbon for my Christmas packages!”)
Make it attractive
POS displays should always be eye-catching. That can best be accomplished in two ways: 1) with clever and attractive signage; and 2) with lots of colour. Point-of-sale displays often employ colours associated with urgency, such as red or orange. Those bright hues cause shoppers to stop and look. Digital features, including those that are interactive, are also a good way to make customers stop, take a look, and stay awhile.
Think about the journey
If you sit down to have a chat with a retail marketing expert, he or she will tell you all about the so-called “customer journey”. Maybe you already have a customer journey map, which is merely a diagram that shows the steps your customer goes through in engaging with your company/retail space.
These journey maps look at actions, motivations, questions, and barriers in regards to customer experience. These days, a lot of customer journeys are digital, but they can be physical as well.
In other words, you want to make it as easy and logical as possible for a customer to literally travel through your store, with stops at strategic intervals as they make their way from one end to another.
If you do a little customer surveying and research – or merely just watch – you can figure out where those strategic intervals might be and how to best service them with a POS display.
Remember not to let your POS displays get stale. Change them often, and choose products that correspond with the season or other event. Know your inventory and what flies off the shelves at what time of year.
For more information on building and placing successful POS displays, contact your shopfitting designer.