Point-of-Purchase Displays: How They Help to Increase Retail Sales?

Are you a brand owner looking for creative displays to boost in-store sales? Or you are a chain store manager strive to organise product arrangement to enhance impulse buys? You've got to leverage POP marketing in your store.
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Are you a brand owner looking for creative displays to boost in-store sales? Or you are a chain store manager strive to organise product arrangement to enhance impulse buys? You’ve got to leverage POP marketing in your store.

Customers are bombarded by a variety of retail informations set in stores and they have a vast choice on which to buy. At this point, how can your products stand out from the crowd and attract customer’s attention to do the purchase move?

A point of purchase display provides a denpendable efforts.

What are point of purchase displays?

What Are Point of Purchase (POP) Displays?

Point of purchase displays are retail shelves hosting your products to help comsuers make purchasing decisions. These POP displays can be found throughout the store, in the entry, in the middle or at the end of aisle, in a seperate island which can be get access from all sides.

Its fully printed graphics summarizes your products’ unique sellling points and most current promotional information.

Because of its widely accessibility pop displays is often used to draw customers attention, shape up brand awareness, guide customers, and finally increase basket rates. To sum up pop display advantage, they can help to,

  • Increase sales
  • Set up new brands
  • Drive impulse buys
  • Meet target at a low cost

While you might also have heared of or seen POS display. So,
What Are Point of Sale (POS) Displays?
Point of sale displays are retail displays that can be found at cash register or checkout counter. At the point of sale, consumers have already collected their goods and are ready to pay.

We might consider POS display as one part of POP display based on its location you found in store. POP displays can be found throughout the whole store, from entry to end of aisle and on wireframe or inline of the shelves. While POS display are narrowed down to or around cash register where you pay and leave.

Other than POP Displays which often take up large floor space or inline shelf space, POS displays are relatively smaller in size. To recall small packaged chewing gum, snack bars and little promotional gifts.

When shoppers come to the cash counter, they’ve already finished their buying decison. However espcially shoppers waiting in line, they will be encouraged to take extra products which are presented at the checkout point in a neatly arranged and attractively designed displays.

What’s the difference between POS and POP displays?

The difference between POS and POP displays lie in that the position these two types of displays placed are different.

A point of purchase display can be seen anywhere in a store, structures in big or small size, on or off shelf, they are a point of space where consumers make decision to purchase your products.

Point of sale on the other hand refers to quite specific place where consumers pay items they already choosen from point of purchase areas.

POS displays belong to POP displays which are designed to drive the last minute purchase before shoppers leave the store. A countertop displays or small footprint free standing display units, dumpbins works well as a pos display to promote items on impulse.

What are Benefits of point-of-purchase displays?

The benefits derived from point of purchase displays can be limitless, most of them are listed below,

Cost down

Based on the material used in pop displays, cost of a pop display is raletively low compared to permanent displays. Most often create a point of purchase display using corrugated material which we also call cardboard display.

It is light weight but strong in structure and weight bearing capacity. Take for example, raw material for offset printing is around USD500-1000/ton, while acrylic raw material come up to USD2000-3500/ton.

It enables a brand owner to change graphics or promotional items with a low cost.

Max market test with min spent

This is quite easy to understand when you a have a series of new products to launch, you can generate statistics from one SKU and decide whether to go on or move to next one with fresh prints on the stand.

Focus your targete

To target a specific audience you can have one stand connect to a specific SKU or sub-brand. This way you can clearly catagory your shoppers and build up your brand.

Spotlight promotions

Consumers won’t realise your products if there isn’t a designated place or banner in store. POP displays help your promtions stand out from the crowd and encourages customers to buy.

High visibility for products

Have you ever imagine to change your promotional overall look based on different theme, seasons with the least possible cost?

A point of purchase display will do. You need to stand out from the crowd and draw consumers attention and add new shopping experience by keeping up-to-date graphics.

Higher sales volume

All in all, the above benefits lead to more product visibility, increased purchase quantity and sales.

The different types of POP displays

There are a variety of pop displays we often see from store to store, but the most common types are as below,

  • Island Display
    A group of corrugated displays that take up a larger space in store to bring one or a group of products off the shelve. It is also called a “Vendor Shop” or “Store within Store”. These are quite suitable for fast moving consumer goods.
  • Pallet Display
    Palletize your products onto a well designed and nicely printed cardboard pallet display will save great labour cost on site. Displays are pre-assembled and consolidate with goods or set up in retail stores.
  • Dumpbins
    Dumpbins are suitable for products packed in any shape which including bagged items or irregular packed goods. It is free standing and can be placed anywhere in the store.
  • Sidekick Display
    This is quite a welcome display type by big box stores like Walmart, Biglots, Target, Home Depot. It usually has a fixed overall size to fit in the wireframe of the shelf.
    Due to its small size, brand owners prefer to ship consolidate with products inside for an easy drop ship.
  • Endcap Display
    You don’t have to walk through the whole store to find the most popular, cost competitive products but only stand at the end of aisle to review products.
    An endcap display is similar in structure as floor display but it has its fixed position which is at the end of aisle.
  • Counter Display Units
    Counter display units by its name we can see the position where they are often placed. At the check out counter or inline a metal shelf. CDUs are suitable for small packaged items, and products can be put on inner shelves or hang on hooks.

How to design effective displays

  • Footprint you get in-store
    In order to design an effective pop display, you will first need to brief your basic information on how much space you are going to have in store. This will largely decide how big and what type of display most suitable for you.
  • You product basic packaging info
    Miss leading product package size and unit weight are key to success for a retail display. Since you will first need the display in good function and strudy structure.
    To much time you might come across a collapsed corrugated display without enough strenght to carry products on shelves.
  • How you exptect the display to ship
    There are mainly 3 types of packing and shipping method for a display, KDF(knock-down-off) pack, semi-assembled pack, fully assembled pack.
    Different display packing style will decide how we design your display, this is a reverse thinking isn’t it?

The display manufacturing and shipping process.

Cardboard pop&pos displays are quite a techical issue for each production procedure.

With display overall and detailed sized been nailed down, graphics been laid and protoype printed and ship to you touch by hands, the rest of work will leave to manufacture.

The outcome of your display will be decided by how factory see to each step. The following are standard steps a cardboard pos display will go through,

  • Surface paper split
  • Printing
  • Paper mounting
  • Diecutting
  • Pasting or joints
  • Packing
  • Shipping

You care for color consistence, corrugate core strength, the glue quality used for pasting, and no missed components when packing. All these details will be taken great care at Packwins Display.

For shipping, if you have a forwarder to arrange factory pick up, or FOB or DDU to your door, we have you covered.

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Leahy Ly

Hello, I’m the author with 16+ years of experience in the Cardboard Display industry.  Happy to help with your custom and wholesale inquiries.

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