Point of Purchase; How to make Display

Exhibitors or three-dimensional point of sale displays made their first appearance in 1910, and displays with full color photographic images they did in the late 1920s. With the development of new techniques and plastic materials, point of sale displays (POP) can now be produced in a variety of styles for almost any consumer product. With the rapid growth of many industries and the increasing variety of products, POP displays have become an effective aid for retail sales.

Point of Purchase Display
Photo Credit: CrateDock
The expansion of supermarkets and changing buying habits of consumers have also contributed to the development of materials for POP displays. The modern retail store is a busy place where a large percentage of sales are made through self – service; consumers choose the goods themselves rather than being cared for by a vendor. Often unplanned buying decisions are made at the store, and an efficient merchandise, well designed can be the deciding factor in consumer choice.

Plan and design a POP display case is a complex job that involves a variety of materials and technologies. Cardboard, plastic, corrugated cardboard, all play a role in the production of a display.

There are several categories of POP displays among them are the product displays, promotional displays, vending displays, counter displays, floor, and gravity. (The big supermarket displays, permanent displays, cables, boxes tumbling, and motion displays, which tend to be larger and more expensive to produce, deserve a separate article).

The product displays play an important role in the self-service systems that are strategically placed in the store, usually near the cash register or self-service box. The product displays are sometimes called promotional displays that are designed to be used only for the duration of a particular promotion.

Promotional displays are short-lived, usually three or four weeks (for example, the duration of a promotion). The material used is usually cardboard or corrugated cardboard, often combined with a cheap sheet thermoformed plastic to contain the product.

The dispenser display is the most common variation of the promotional display. It is a dispenser carton that opens the top blanking panel with a high (or reader) with printed art. The dispensers are used massively for the sale of health and beauty products, liquor, toys, novelties, pharmaceutical products and books. The advantage of this is that combines merchandiser dispenser box with a configurable display.

Exhibitors are gravity fed from the older types of display systems. They are widely used in film rolls dispensers, shoe polish, and small packages of different products.

The display in the POP: if you are not, there

I will begin by clarifying point of purchase and point of sale as traditionally has been called. A mid-century almost always demand exceeded supply, which was producing a sales focused business, i.e. business we decided that’s what we want to sell you sir client. But everything changes, market development brought an oversupply that has totally changed the role of business, therefore business now is not we who decide to sell to you sir client, but the client is you sir deciding that we want to buy from the sea of possibilities and competitors that exist now.

It is why this new business model outlets or shops should become more dedicated point of purchase to serve and facilitate the work of the client, to sell. Look at it this way: The supermarkets are the best-selling business in Colombia and not by having vendors or instigating in its facilities, but rather have buyers in their facilities and it is they who leave comfortably take the initiative and decide to take and not.

Now if it is the client who decides to wear and what not, it will need to clearly see the products in order to process information and take them into account one your options. If the client cannot see, it simply does not exist for him. Hence it has been adopted in some shops the text that reads: “Ask for what you do not see” precisely because people prefer the hassle of inquiring for what sees not avoided.

Obviously not all products can be properly displayed in a store for the people generally displayed correctly because of the limited space, but that there POP promotional material, i.e. advertising at the point of purchase. – Wikepedia

Maybe you do not have enough space on your main showcase for the new product should be stored in the cooler, but if you can ask your provider to support you with posters , mobiles, stickers or independent displays that allow the client to learn that your business is located in certain product. So it all goes well. You and your provider because they can sell more and your client because it is realized that the store has a good assortment and provide care for their decision to purchase.

Effective skills to win Point of Purchase

The new lifestyles originate new consumer trends, with significant contribution on Consumer Behavior. The economic and social context favors the growth of own brands, shapes and discount alongside the increasing demand for consumer and offers unique solutions to perceived value, recreational and ephemeral experiences solutions. The widespread use of technologies and the increasing technological literacy allows the growing assertion of non -face channels of communication and marketing. The increasing collective awareness about environmental sustainability and social responsibility creates new requirements for disclosure of these dimensions in the store. Globalization dictates mergers and concentrations of Insignia which, on the one hand have the advantage of economies of scale and to bring the same concept to all parts of the country, on the other hand are faced with demands to respond to local specificities, and many other transformations.
point of purchase displayPhoto Credit: Greg Phelps, CMP
The ability to promote the new responses, timely, considering the speed with which everything evolves is one of the major challenges facing the industry today, distribution, services and its professionals. New responses that require new skills, new skills that are supported by new attitudes, new attitudes that are favored by the adoption of new perspectives.

Like to be out of the comfort zone

Comfort is a condition that humans naturally seek. Professionals are human beings. Act in the usual way, in the usual place, allows them to save energy and resources. This prevents the ecological mechanism, however, paying attention to difference, and therefore of the transformation perception arm. On the other hand, who is forced to “make the force” triggers defense mechanisms and reaction, easily finding good excuses not to act or to justify failure? Technologies, for example, are indispensable knowledge for effective and efficient management of the business, but it should have the notion that they are sometimes referred back to a comfort zone that separates us from the actual dynamics of the store and the consumer action. Enjoy being outside their comfort zone is an attitude of assumed willingly by professional and businesses that are aware that only thus possess the restlessness able to leverage its responsiveness and competitiveness.

Point of Sale vs. Point of Purchase

This “small” reverse perspective changes everything. When we adopt the viewpoint of purchase instead of Point of Sale, we place ourselves at the point of view of that which is our reason for being: the Client. Perceive as some brochures are confusing , as some price differences are irrelevant, as some promotions are enticing and irresistible, like going shopping can be so tiring, as the store is so clean, as it was so convenient to find that product in that unexpected place; as that meant breaking irritation, the discovery of a new opportunity or desire to spend to go shopping the other hand, how can we feel so smart (or not) to leave the store, like that moment in the box messed up or that partner made a difference, etc. In fact the thought Point Buying become able to respond to the client with greater success and even lead their expectations, as we have been saying: success will be alongside those who are able to think as the consumer. This attitude is not only required for those who exercise their activity directly in the store, but also who intervenes upstream and downstream from it. However, we believe that today it is necessary to go beyond knowing: success will be alongside those who are able to think and act with the consumer. This means that the Point of Purchase must be seen as a space that provides positive and co – create unique solutions and offers shopping experiences, considering the uniqueness of each client.

Networking and integrated manner

The reference to this attitude may seem commonplace. In reality it is just implemented by different market players. There is still much room for Production and Distribution negotiate to think truly in the interest of the client, develop and implement real projects of Category Management, to use promotions and animations at the Point of Purchase capable of providing positive shopping experience and stimulate the discovery, potentiate the active dissemination of innovation and value created by the marks, to think and act creatively, to articulate all stakeholders in Point Buy. The use of all these banks action not only reduces many costs of non – quality and non -cooperation as potentiate surely the profitability of Producers and Distributors, alongside increased consumer satisfaction. As we like to say, sharing is the soul of business.

Invest in the continuous development of skills to win the Point Purchase

Three existing fundamental attitudes: be available to act differently than usual, Customer thinking and put it in the center of their business – customer centricity, networking and integrated manner, it is then invest in the development of cutting across all industry professionals’ skills but also specific to each area of intervention.

Importance of point of purchase

The study intended to demonstrate the importance of advertising in retail outlets as determining the increment of purchase intent and awareness of products factor among consumers.

The work is the responsibility of the In-Store Media and TNS – Market Research Agency. To analyze integrated and accurate communication at the point of sale, resorted to the use of Eyecam, a tool that allows you to record and monitor the field of view of a consumer through special glasses. Thanks to Eyecam was possible to infer the number of times – opportunity to see that a particular advertising medium has emerged in the field of view of the consumer and the duration of the impact of this.

The sample included 300 consumers were interviewed personally and directly off the boxes of outlets that used the glasses Eyecam during the journey in store. The tested brands benefited from being in the advertising media circuit of In-Store Media in test campaigns.

According to the study, advertising at point of sale is a factor with high influence on consumer behavior, either in intention to purchase the products, both in reputation and remembrance of brands.

About 73 percent of consumers stopped at an advertising medium where were near the categories analyzed, 66 percent of respondents said recalled seeing advertising in store and 48 percent claimed to have seen at least one of the brackets testing in-Store Media.

The media advertising at point of sale contributed to increase by 91 percent intend to purchase the brand in stores with campaign, still verifying a positive increase of 24 percent recall of brands and an average increase of 47 per cent of recall of advertising campaigns.

The study was presented at the conference “The effectiveness of Marketing at Point of Sale”, held last week in AESE – School of Business Managers in Lisbon. The meeting also took place a framework of Media market with the release of a numerical analysis of the advertising impact of different products, and it was followed by a debate with the participation of different players in the market.