POP Display Placement
Point of Purchase (POP) Marketing > Point of Purchase Promotion > POP Display Placement
Where you place your POP display matters. It also plays a role in the decision-making process of how to design it. Consider how gas stations do it:
If you have visited a gas station in the last week, try to imagine the various visual cues you received throughout the time you were there. For example, you could have seen signs on the doors when you walked in, showcasing how inexpensive a drink is. While pouring your drink, you’re tempted by the quick sandwiches and hot dogs within arm’s reach. When standing in the checkout line, what do you remember seeing? What about on the doors as you were leaving?
Companies invest thousands of dollars trying to reach people when they are most likely to buy their products. A person buying gas is on the road and probably in a hurry. They want a fast treat – which is why there are nearly always items on the counter for snacking.
When it comes to making buying decisions, consumers need visual cues to draw them in and encourage them to buy. When creating a marketing plan for your displays, a key component of your goals should be to consider where and how the consumer needs to see your display in order to take the right action.
Visual Placement Technique
Your product display needs to be in a position where your buyer is most likely to be interested enough to stop, look and buy, which means the display should be placed where it really matters and is most relevant. For example, if you are selling a medication, placement in the health aisle makes sense. However, placing it nearest to a competitive brand with messaging about why your product is more effective, may work best.
Consider visual cues used in the checkout lane as well. For example, placing a sign behind the register advertising your product’s special offer may help them see it as they look at the cashier, but adding a display rack a few feet away may encourage them to actually pick up your product and look at it while they wait in line.
Understanding the Psychology of the Shopper
To be successful in your POP marketing campaign, it is important to consider how your product interacts with the retail shopper from a psychological standpoint. All of this plays into the visual advertising you hope your POP display is going to do. There are many factors to consider. Here are some of them.
Important Display Design Aspects
- Color – Color is important for many reasons. It helps to communicate a brand image and can grab the consumer’s attention if the aisle or area is a significantly different color. Choose bold colors like red and yellow when you want to convey passion, danger, or alertness. Consider blue colors when you want to create a calm, welcoming feel or a refreshing experience. Use greens for natural or nature-related messages.
- Focal Point – What is the first thing you want the customer to see when they look at your display? This is what is positioned at eye level. It’s a good idea to use wording at the focal point of your display to allow buyers to read your message first and foremost. Also, incorporate an attention-grabbing image - something that stands out and draws the eye.
- Visual Path – How do you want the viewer of your display to gaze across it? Sometimes the style, shape, and size of the graphic itself can encourage customers to look in a specific direction. Use the sightline to encourage passersby to learn more, for example, bolded black lines that draw the eye up to the product. Or consider using a bright yellow starburst to get attention, which points down to the product.
Also consider things like wording, details of the graphic, and the type of font used. You may want to incorporate repetition, such as using the same character or message that is seen in a commercial or ad. You may also want to consider the direct gaze of the subject in the display – and how he or she can reach the audience with intensity, drawing them into the display.
Merchandising placement is a big component of your product’s success within any retail environment, and it changes based on what your product is, what your goals are, and even which retailers place your displays.
The strategic setup of your POP display is critical to the success of your marketing efforts. It’s important to consider the psychological aspects of your buyer and how and when he or she will make a buying decision. Is your product best sold at the counter?