In-Store Communication: Point of Purchase Displays

With the sheer abundance of options consumers are presented with in-store, it is no surprise that brands and retailers alike are going to great lengths to communicate with customers on the store floor in an attempt to garner sales in the face of fierce competition. For many, this means an increased focus on signage and point of purchase displays that capture the attention and motivate customers to purchase.

Point of purchase displays continue to prove their worth year after year. Don’t just take our word for it – a recent POPAI research study found that impulse buys are not just influenced by price – POP displays have been shown to increase sales up to 24%. This can mean a great deal when you have effective displays.

Not just another point of purchase display: it is one thing to just continue using the same design, but another to completely revamp that marketing strategy to incorporate the newest trends.

In the consumer packaged goods industry, a great trend to adopt is displaying important information about your product to create a transparent relationship based on trust. This easily creates an emotional connection, demonstrating that you have nothing to hide from your customers. This also goes a long way as far as establishing loyalty.

Digital and touchscreen technology: incorporating some form of technology into your POP display has become a major trend for 2015. The ability to communicate is strengthened when the consumer feels as though they are an active participant in the communication. It also shows that you are up-to-date.

Social media: in today’s online world, ignoring the power of social media can be a brand killer. The strength of your online reputation depends a great deal on your social network and how you conduct yourself online. This can easily be supported when your product packaging takes advantage of social media – saying “follow us @” or “like us on Facebook” not only creates a connection it also increases your online presence and adds to your overall brand perception. Just be sure to manage your social networks – ignoring activity or being passive or unengaging can also negatively impact your brand.

What to think of when creating an effective point of purchase display: strength, originality, accurate specifications – these are all crucial factors to consider when developing the perfect point of purchase display. Having a graphic design team in your corner that knows the importance of these factors is critical.

Point of purchase displays continue to be an incredibly important part of any marketing campaign, but there are a number of things that work towards making that campaign effective.

For more on creating a great point of purchase campaign please contact Packaging Technologies Inc. today by calling 1-800-303-5883.