Point of Purchase (POP): Comprehensive Guide, Functionality, and Real-Life Examples

August 24, 2024 4 min read Marketing Retail Point-of-Purchase Marketing Strategy Retail Displays Customer Attraction Competitive Advantage

In-depth exploration of Point of Purchase (POP) displays, their strategic importance in marketing, functionality, and illustrative real-life examples.

Point of Purchase (POP) displays refer to strategically placed marketing materials or advertising designed to attract consumer interest and encourage immediate purchasing decisions. These displays are typically found near the checkout area or at key locations within a retail environment. They serve as an essential tool for marketers and retailers aiming to capture the customer’s attention at a crucial juncture in the buying process, thus driving higher sales and fostering brand awareness.

How POP Displays Work

Strategic Placement

The effectiveness of a POP display is highly dependent on its placement. Strategically positioning these displays in high-traffic areas within a store ensures maximum visibility to potential buyers. The primary goal is to place the product in a location where the consumer is most likely to make an impulsive purchase.

Design and Aesthetics

An effective POP display is visually appealing and designed to stand out within the retail environment. Bright colors, engaging graphics, and innovative shapes are often utilized to capture customer interest. The design may also include interactive elements or digital screens to provide additional information or promotions.

Product Highlighting

POP displays are often used to highlight new products, special promotions, or seasonal items. These displays can provide essential information about the product, such as benefits, usage instructions, or exclusive offers, which can influence the customer’s purchasing decision.

Types of POP Displays

Counter Displays

These are small and placed on checkout counters, designed for low-cost items like candy, magazines, or small electronics. Their purpose is to trigger impulsive buying as customers wait in line to pay.

Floor Displays

Larger and freestanding, these displays are often used to promote products that require more space, such as beverages, snacks, or seasonal items. They are typically placed in aisles or at the store’s entrance.

Sidekick Displays

Also known as power wings or endcaps, sidekick displays are attached to shelves’ sides, often near the end of aisles. They maximize space utilization and effectively showcase complementary products.

Shelf Talkers

These small signs attached to store shelves draw attention to specific products. They might include pricing information, promotional messages, or product features.

Real-Life Examples

Grocery Stores

In a supermarket, POP displays may feature new snack products placed at the end of an aisle to catch shoppers’ eyes. Seasonal displays for holiday-related items are also prominent.

Electronics Retailers

Stores selling gadgets might use interactive POP displays that allow customers to try out devices. These displays provide hands-on experience, enhancing the appeal of new technology.

Historical Context

The concept of point of purchase marketing dates back to the early 20th century, evolving from simple in-store advertisements to sophisticated and multi-sensory experiences. Over the decades, advancements in printing technology and materials have allowed for greater creativity and effectiveness in POP displays.

Applicability in Modern Retail

With the rise of e-commerce, physical stores aim to enhance the shopping experience through innovative POP displays. These displays not only attract attention but also provide information, promote deals, and encourage impulse purchases, making them a critical element in a competitive retail environment.

Point of Sale (POS)

While POP relates to promotional displays, Point of Sale (POS) refers to the location where the actual sales transaction occurs. POP is often a component of the broader POS marketing strategy.

Endcap Display

An endcap display is a type of floor display located at the end of an aisle. It shares similarities with sidekick displays but is generally larger and more prominently positioned.

FAQs

What is the primary purpose of a POP display?

The primary purpose of a POP display is to attract customer attention, provide product information, and encourage impulse buying.

How do POP displays differ from traditional advertising?

POP displays are located within the retail environment and directly influence purchasing decisions at the point of sale, whereas traditional advertising occurs outside the retail space and aims to drive traffic to the store.

Can POP displays be used effectively in online retail?

While traditional POP displays are physical, virtual equivalents like pop-up ads, video demonstrations, and promotional banners serve a similar purpose in e-commerce.

References

Kotler, P., & Armstrong, G. (2016). Principles of Marketing. Pearson Education.
Levy, M., & Weitz, B. A. (2012). Retailing Management. McGraw-Hill.

Summary

Point of Purchase (POP) displays are a vital component of in-store marketing strategies, designed to attract customer attention and drive impulse purchases. Through strategic placement and appealing design, POP displays enhance the shopping experience and provide a competitive edge to retailers.