The physical retail store is the new frontline for CPG ad spend isn't a website; it's the store aisle, and points of purchase displays are its most valuable weapon.
A surprising statistic reveals that 62% of shoppers make impulse purchases based on aisle displays. This critical moment determines brand preference. In a competitive environment, simply being on a shelf with Unilever, P&G, and Nestlé isn't enough. The challenge is that while online advertising loses precision, stores are still seen merely as sales channels. Retailers often overlook that stores act as high-intent media channels, where points of purchase displays serve as prime ad placements.
A well-designed POP display serves as a targeted media impression at the decision point, offering influence beyond that of a post-cookie digital ad.
These cardboard stands are key elements of a retail media network (RMN), designed to influence shopper behavior and encourage immediate purchases. For CPG brands like Heineken or Unilever, visibility is crucial, and an effective POP display in a retailer's RMN, such as Walmart Connect or Kroger Precision Marketing, is a proven approach.
An effective CPG display campaign achieves multiple objectives:
Captures Attention: It disrupts the visual routine of store aisles with unique designs and vibrant graphics.
Conveys Value Quickly: It clearly communicates new products, limited offers, or special deals.
Enhances Engagement: Interactive or themed displays create memorable brand experiences.
Boosts Revenue: These displays generate new sales through impulse purchases.
This guide breaks down how CPG brands and retailers can leverage points of purchase displays as a core part of their in-store retail media strategy. For more on how in-store signage can directly boost sales, check out a comprehensive guide to retail signage. By the end, you'll have actionable strategies to create displays that turn browsers into buyers, helping you increase in-store sales and win that critical final moment of truth.
To maximize CPG ad spend, you first have to understand what point of purchase displays are truly designed to do within a retail media framework. They aren't just fancy shelves. Think of them as a brand's most valuable salesperson, executing a precise four-part strategy right there in the aisle.
This strategy focuses on guiding customers from browsing to purchasing, with each step designed to enhance sales and encourage impulse buys, benefiting both brands and retailers.
A successful POP display aims to: attract, engage, inform, and convert. Achieving these goals ensures a strong return on ad spend (ROAS).
1. Attract Customer Attention
Capturing attention is crucial in a busy retail environment. A POP display should stand out, disrupting a shopper's routine.
2. Engage Shopper Interest
With their attention secured, engagement follows to spark curiosity. Creative elements or intriguing questions can make shoppers pause.
3. Inform and Educate
Once engaged, the display must quickly provide essential information about the product, highlighting its uniqueness.
4. Convert to a Purchase
Finally, the display needs to facilitate the purchase by creating urgency and simplifying the buying process.
Temporary Displays: These are your short-term workhorses, usually built from cost-effective materials like cardboard. Designed to last a few weeks to a few months, they're perfect for seasonal campaigns or product launches.
Permanent Displays: Built from sturdier stuff like metal, wood, or acrylic, these displays are in it for the long haul—often a year or more. You'll see them housing premium products like electronics or cosmetics, creating a permanent home for the brand right inside the store. When to use each one of them ?
Selecting an effective points of purchase display involves aligning the format with your product, campaign objectives, and retail setting. While a sleek acrylic stand suits high-end cosmetics, it’s unsuitable for potato chips. The right choice seamlessly represents your brand, while the wrong one can confuse customers. Data from numerous stores shows that a well-placed POP display can boost sales by 15% and increase impulse purchases by 20%, often covering costs within three months.
Floor displays are essential for making a statement. Ideal for busy areas such as main aisles and store entrances, these freestanding units capture attention.
Freestanding Units: Ideal for new product launches or creating a distinct section within the store.
Dump Bins: Open bins for smaller items, suggesting a bargain with their casual arrangement.
The U.S. point of purchase display market has ballooned from USD 3.78 billion to over USD 5.3 billion since 2018, and floor displays make up about 35% of that. This isn't just a trend; it's proof of their effectiveness. For a deeper dive, check out the full research on POP display trends.
Countertop displays excel at last-minute sales by captivating customers at the checkout. Positioned for convenience, they showcase small items like gift cards and gum, aiming for effortless purchasing decisions. Their compact design ensures a clean, focused message.
Not every campaign requires a large setup. Sometimes using existing space and right type of POP display is the best strategy.
Power Wings (or Sidekicks): These displays attach to endcaps, effectively using prime retail space. They are ideal for cross-merchandising, like placing chip clips near the snack aisle.
Shelf Talkers: These signs attach to the shelf edge to highlight discounts, new flavors, or benefits like "Gluten-Free," attracting shoppers' attention to your product.
Ultimately, every design choice should be tracked and measured. By understanding which designs deliver the best results, you can continuously refine your approach and optimize your ROI for all future campaigns.
For years, cardboard displays have been a staple in stores, but their dominance is waning. The future of points of purchase displays is interactive and tech-driven, marking a shift from static promotions to engaging brand experiences in retail settings.
This evolution isn't just about adding screens; it's a new approach. Retailers like Walmart and Carrefour are transforming store aisles into data-rich spaces, merging personalized e-commerce with physical retail.
Advanced POP displays are enabling real-time interaction and personalization. This is revolutionizing shopper engagement, creating a seamless blend of physical and digital experiences.
Key innovations include:
Digital Signage: Replacing static posters, digital screens can quickly change content, such as switching from hot coffee promotions to iced tea ads depending on the weather.
Interactive Touch Screens: These allow customers to explore product options, view tutorials, or take quizzes to find their ideal product.
AI-Powered Content: Using cameras and sensors (while respecting privacy), displays adapt content based on anonymous demographic data—showing family-friendly ads when children are present or tech ads for young adults.
Transitioning to dynamic displays offers significant capabilities. Engaging with shoppers more effectively while collecting useful data is a major advancement for in-store marketing.
Digital POP displays can initiate conversations, capture attention with motion, provide information, and collect insights through interaction, continuously improving the shopping experience.
Key benefits include:
Real-Time Flexibility: Brands can easily manage promotions across multiple stores without the cost and delay of physical materials.
Valuable Shopper Data: Digital displays track metrics like ad views and duration, offering insights into shopper behavior.
Enhanced Customer Engagement: Interactive features such as QR codes for AR experiences or digital coupons create memorable interactions, fostering stronger brand connections, see how Intouch.com is contributing to the evolution of physical stores.
Sustainability: Switching from disposable cardboard to durable digital screens cuts down on waste, aligning with what today's consumers want—environmentally responsible businesses.
Ready to transform your in-store strategy from static to dynamic? Intouch.com provides an AI-driven platform that turns your physical retail space into a powerful, data-rich media network. Replace costly, outdated print materials with intelligent digital signage that delivers targeted promotions and measures real-time performance. Discover how leading retailers are driving sales and creating unforgettable customer experiences. Learn more about what Intouch.com can do for you.
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