Point-of-Purchase Displays

Definition

Point-of-purchase (POP) displays are promotional materials placed near the location where customers make their purchasing decisions, typically at the checkout or in high-traffic areas of a retail store. These displays are designed to catch the customer's attention, provide information about a product, and encourage impulse purchases.

5 Must Know Facts For Your Next Test

1. Point-of-purchase displays are a key sales promotion tactic, designed to capture the attention of customers and encourage impulse purchases.
2. Effective POP displays are visually appealing, informative, and strategically placed to maximize their impact on customer behavior.
3. POP displays can take many forms, including floor stands, counter displays, end caps, and hang tags, among others.
4. The goal of POP displays is to increase product visibility, provide information, and create a sense of urgency or desire for the product.
5. Successful POP displays are tailored to the target audience, the product being promoted, and the specific retail environment.

Review Questions

• Explain how point-of-purchase displays can influence customer purchasing decisions.
  • Point-of-purchase displays are strategically placed near the checkout or in high-traffic areas of a retail store to catch the customer's attention and encourage impulse purchases. These displays provide information about a product, create a sense of urgency or desire, and leverage the customer's decision-making process at the moment of purchase. By placing products and promotional materials in the customer's line of sight, POP displays can sway purchasing decisions and lead to increased sales.
• Describe the different types of point-of-purchase displays and how they are used in retail environments.
  • Point-of-purchase displays can take various forms, including floor stands, counter displays, end caps, and hang tags. Floor stands and counter displays are used to showcase products and promotional materials in high-traffic areas, while end caps at the end of aisles are often used to feature special offers or new products. Hang tags, which are attached directly to the product, can provide additional information and create a sense of urgency. The specific type of POP display used depends on the retail environment, the product being promoted, and the desired impact on customer behavior.
• Analyze the role of point-of-purchase displays in the broader context of sales promotion strategies.
  • Point-of-purchase displays are a crucial component of sales promotion strategies, as they leverage the customer's decision-making process at the moment of purchase. By strategically placing these displays in high-visibility areas, retailers can capture the attention of customers and influence their purchasing decisions. POP displays work in conjunction with other sales promotion tactics, such as advertising, coupons, and in-store promotions, to create a comprehensive marketing approach that drives product awareness, consideration, and ultimately, sales. The effectiveness of POP displays is measured by their ability to increase impulse purchases and overall sales, making them a valuable tool in the sales promotion arsenal.

Related terms

Impulse Purchase: A purchase made without prior planning or deliberation, often triggered by a point-of-purchase display or other in-store marketing tactic.

Merchandising: The practice of displaying and arranging products in a retail environment to maximize visibility, appeal, and sales.

Promotional Materials: Any advertising or marketing materials used to promote a product or service, including signage, displays, brochures, and other visual aids.