A POS display (Point of Sale Display) is a type of sales advertising in which goods are displayed close, next to, or on a transactional purchase location. Certainly, those displays are used with the aim to attract customers’ attention to products and encourage them to make purchases.
Types of point of sale displays
People may find that there are an array of point-of-sale displays in stores including:
- Displays on the counter: These are small and compact displays that are placed on the counter where customers pay for their items. They usually feature impulse-buy products such as candy, gum, magazines, or accessories. According to a study by POPAI, 82% of visitors make unplanned purchases at the counter.
- Displays on the floor: They are larger and more eye-catching displays that are placed on the floor of the store, often near the entrance or the end of an aisle. These displays feature seasonal products, new arrivals, best-sellers, or promotional items. They can also include interactive elements such as touchscreens, QR codes, or samples. A survey by Nielsen found that 68% of shoppers notice floor displays and 24% buy something from them.
- Talkers on the shelf: These are small signs or stickers that are attached to the shelf where the product is displayed. They can highlight the features, benefits, or price of the product, or provide a testimonial, a rating, or a comparison with a competitor. A report by POPAI showed that 76% of customers read shelf talkers and 29% purchase something because of them.
- The use of lightboxes: They are illuminated displays that use LED lights to create a bright and colorful effect. You can use them to display images, logos, slogans, or messages that capture your customers’ attention and interest. As per a study by Sign Research Foundation, lightboxes can increase sales by up to 107%.
Why you need a point-of-sale display?
Consumers’ “issue detection response” somewhat originated from point-of-sale displays, according to marketers. Products on those displays are normally items that may not initially appear on customers’ shopping lists. Point-of-sale displays give customers an intuitive representation of products and the proper purposes to purchase those items.
Taking the case of a trucker who stops at a gas station to fill up his tank as an example. The trucker went into the store to put $50 toward his pump station and was exposed to point-of-sale displays when doing so. He noticed a pack of gum on a POS show and had an issue identification reaction – does my breath smell? Afterward, he decided to buy a pack of gum on the spur of the moment.
Product on the point of sale display
Although any product can be displayed at a point of sale, it is recommended that convenience goods are the most powerful. Retailers can consider the following items, namely:
- Beverages that are not alcoholic
- Candy and chocolate bars
- Gum chewing
- Comic books and magazines
- Tobacco and lighters
- Unique items
- Things that are sold in bulk
Things you need to remember when you are creating a point of sale display
Take a chance
Undeniably, you want to attract the customers’ attention and persuade them to buy your product. That is why it is better to use bright colors, big fonts, and feature pictures on your display. These attributes can help you stand out from the competition and appeal to the customers’ emotions.
According to a study by the University of Cincinnati, 82% of purchase decisions are made in-store, and 16% of unplanned purchases are thanks to a display noticed while shopping. So creating an eye-catching POS display can boost your sales and increase your brand awareness.
Showcase the benefits of products
What benefits do customers get from using your product? Your opportunity to answer the question is at the point-of-sale display. Outline the advantages of buying something, which would cater to both impulse buyers and others who have been thinking about it for a while.
Statistics or graphs that demonstrate the difference your goods can make in your consumers’ lives are one way to express that importance. Other options, such as a discount option, are much more action-oriented, such as lowering the perceived barrier to buying your product.
Make it your own
Personalization empowers every marketing campaign, and your Point-of-Sale show is not an exception. Of course, you can’t tailor the message to each member of your target audience. Particularly in retail environments where tens of thousands of people see the show every day. However, by using action-oriented language, you can make it suitable to your ideal customer community.
Point-of-sale displays is a good method to provoke impulse purchases from customers. If retailers can produce eye-catching, intuitive, and well-designed displays, they can significantly increase brand awareness and boost sales revenue.
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