Types of Point-of-Purchase Display Explained. Which is Best ...
In the field of point-of-purchase (POP) marketing, much effort goes into making the most effective display materials. Because a strong display solution can help in competing for retail support, it's important to understand the different types, and how they make an impact.
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#marketing #POP #merchandising #FMCG
June &#; bh
So, what's the key to effective displays? It's all about customization! Many solutions can fit any situation. To work well, display doesn't need to be big and loud. Every material can engage with shoppers, as long as it strikes the right chord.
In this article, we'll first talk about what a POP display is, and its role in marketing. Then, we'll look at examples from the two categories of permanent solutions: free-standing displays and retail fixtures.
Before you move on
We specialise in the creation, design and manufacture of point-of-sale display materials, specific retail furniture and merchandising solutions, all 100% custom-made to the in-store projects of retail and brand. At Team Pilotes, we prioritise environmental sustainability by analysing the life cycle of each project to minimise its impacts &#;&#;
Point-of-purchase display, definition and meaning
A POP display is a material stores use to show off products to shoppers. When making retail plans, brands focus on how their display looks. It's usually the first thing store visitors see from a brand.
Every brand selling in physical stores uses POP displays. Marketers who specialize in merchandising are the ones who design and organize displaying. They do it when launching new products, getting visitors interested in existing ones, or during promotions. They make sure the displays work well and can handle the wear and tear of the store.
Most times, people learn about products through ads outside the store, like on TV, radio, social media, or in magazines. But once they're in the store, POP displays take over. They bring back memories and pull shoppers toward the products, whether consciously or not.
Free-standing display &#; explication and examples
A free-standing display unit is any stand-alone presentation in a store that grabs your attention. These displays put an offer right in the middle of your shopping journey, either in the aisles or all around the store, and preferably in the most busy zones. The materials are customized to fit the brand and the products they present.
Stocked with merchandise, floorstand boosts how noticeable and reachable the items are when it matters most. With attention-grabbing shapes, materials, vivid graphics, and colors, these stands look appealing, keeping everything tidy on shelves or hooks. They not only make the brand more recognizable but also invite people to check out what's on display.
&#; To find out more, read our article > Why a floor-display should be part of any marketing mix ?
Floor-standing display unit 'My spirits corner'
Captain Morgan floorstand
Display rack chocolatier Galler
Power wing for biscuits
2. Isle unit
Isle units are stand-alone floor displays you can approach from any side. You'll find them anywhere in the store where there's open space. They are powerful displays since they break through traffic-flow patterns and keep shoppers engaged.
Display for organic superfood brand
Spinner display for gift boxes
Bottle display for chewing gum
4-sided floor unit for spirits
3. Showcase
A showcase, display case, or cabinet is a special kind of stand-alone display with glass or see-through plastic all around it. It shields valuable items from being touched by people. To touch or buy something from the showcase, customers usually need to ask store staff for help. These displays are great for high-end items that are at risk of being stolen because they provide extra security.
Logic vape cabinet
Showcase display anniversary collection
Display case for e-cigarettes
CBD High Society display
A countertop display is a stand-alone presentation, usually with smaller items. Placed on a shop counter or table, it encourages shoppers to buy on the spot. It's a great way to showcase products without taking up much space.
&#; To find out more, read our article > Countertop display: the most direct advertisement
Counter-top for candy, injection moulding
Counter display for glasses, metal
Tiger Balm counter-top display
Counter-top stand for food supplements
5. Glorifier
Brands can create unique glorifiers to display their products in a different way. These glorifiers serve ornamental purposes, providing a special visual experience that's both attractive and informative. They're the perfect way to highlight a product with endless options for shape, design, and material. Since glorifiers are meant to showcase qualities and features, buyers can find the item on its home shelf.
A VIP bottle presenter or a parade tool is a type of POP material used to create excitement in nightclubs, restaurants, bars and other on-trade venues. With its design and visual appeal this remarkable material strengthens the desirability of the drink offering. It invites customers to fully immerse themselves in a Very Very VIP serving ritual. A parade tool is always mobile, allowing waiters to theatrically present the featured bottle at the customer's table. Spectacle and content to be shared on social media guaranteed!
&#; To find out more, read our article > Spirits & drinks: use a bottle glorifier to stand out in hospitality venues
Retailers set up animations in their windows to attract potential customers and draw them into the store. These window displays represent the store and can be the deciding factor in whether someone decides to enter. They create visually appealing designs that convey a brand, an offer, or the essence of the store.
&#; To find out more, read our article > Retail Window Display: Tips, Ideas & Inspiration
X-mas display for a personal care retailer
Shop display
X-mas display for a personal care retailer
Easter display Neuhaus
Gondolas are larger, free-standing shelving units with one to four sides, placed in open areas of a store. Designed to hold items for as long as needed, they often have adjustable shelves to display different types of packaging. While they're usually made of metal, brands can promote themselves through graphics, scenery, and attractive color schemes.
Gondola for a personal care set
Installation for nail polish
Gondola bath & beauty care
Front-end installations
8. Informational POP display
This category includes all POP solutions to guide and inform visitors about product features, benefits, technical details, usage, and more. These displays don't always relate to a product directly. In practice, the distinction isn't always straightforward ...
&#; To find out more, read our article > The 2 pillars of instore marketing: presentation and instore communication.
&#; To find out more, read our article > 7 types of instore messaging ... and how they influence shopping behaviour?
Fisher Price toy guide
Sunbrella sunscreen catalogue
Beka bedding materials & accessories guide
Berry Floor color library
Digital strategies, along with technological devices in digital displays, offer opportunities for traditional retailing and brands to guide choices, provide advice, maximize limited physical space, and more ...
Sephora virtual shelf
Info kiosk La Poste
Shelf unit with multimedia screens
Smart shelving
10. Shop-in-Shop (SIS)
In larger stores, shop-in-shops or corners are used when a brand dedicates a larger area to sell a variety of products. Modular design is essential for optimal use of diverse spaces. Different modules with various functions are used to customize the assigned space, immersing customers in the brand's universe, regardless of the shop.
Shop-in-Shop Balterio
Shop-in-Shop Berry Floor
Shop-in-Shop Look
Shop-in-Shop Tarkett
Retail fixtures &#; explanation and examples
One key to a successful store is how the permanent fixtures catch the attention of visitors. Every little thing is carefully planned to create a tempting and welcoming atmosphere. With a nice setting and an easy-to-follow layout, customers are likely to spend more time in the store and might come back more often. Let's look at some common solutions brands and stores use to catch their eye.
Shelving units, also known as racks, are where stores display and stock their products. They help keep the store organized in aisles, and guide how people move around. They look neat and tidy, and they make it easy to see and find what's on offer.
Sometimes, the shelves need to match the product. This is a chance for brands and stores to be creative with designs, colors, lights, graphics, and how everything is set up. Instead of using the usual shelves, brands can create custom ones for a more compelling and memorable shopping experience.
&#; To find out more, read our article > The most effective shelf management solutions explained
Custom shelving spices
Retail shelving for color cosmetics
Gum shop-in-shop 'pleasure break'
Custom shelving for home fragrance brand
Endcaps sit at the ends of aisles. Because visitors walk by them while moving from one aisle to another, they're in a perfect spot to catch lots of attention. Even passerby strolling through the main walkways, the fast track, can spot products without venturing down the aisles.
Endcap
Generic endcap 're-brandable'
'Tornado' endcap for a chewing gum brand
Endcap
13. Checkout display
Customers don't like waiting at the checkout, so stores focus on a smooth scenario in the queue area &#; it's the busiest zone, perfect for selling small, affordable items that rarely make it to your shopping list. Checkout or front-end displays are low shelved units that need specific design and arrangement to fit a variety of products.
&#; To find out more, read our article > Front-end displays drive up-selling in the checkout area
Front-end display Auchan
Front-end display Intermarché
Checkout display Auchan
Checkout display Cora
An on-shelf, on-fixture or shelf-on-shelf display is any POP solution you see on a store shelf. Trays or frames are used along the shelf edge to break up the visual monotony of the shelving. The physical nature of these in-store solutions allows for a lot of creativity.
On-shelf frame for a biscuits brand
Shelf-on-shelf for matcha tea
In-line unit for canned vegetables
Shelf-on-shelf display Bath & Body
A shelf stopper, or shelf talker, is a material that sticks out perpendicular to the shelves in an aisle. Like a wobbler, it grabs attention and improves the brand's image. These are powerful in-store marketing tools to make a product stand out on the shelf.
&#; To find out more, read our article > 5 tips to stand out on retail shelving with a shelf talker
Shelftalker for bourbon
Shelftalker for gin
Shelf talker for rum
LED shelf talker for vodka
Also known as a power wing, sidecap, or endcap side display, these are small POP solutions made to efficiently use space. They're great for cross-merchandising, or suggesting items that go well together. Customers don't have to change aisles to get something that goes with what they already picked.
Sidecap for a chewing gum brand
Sidekick for single bars
Cross-merchandising wing for fabic softener
Clip strip for single bars
Existing shelves or racks can be enhanced. By combining creativity and technical hacks, marketers make the area where an assortment is displayed more appealing. Fronts, fins, cards, banners, frames engage with customers, add decor or service, e.g. through segmentation - customers can navigate the range faster and find what they are looking for.
&#; To find out more, read our article > Shelf merchandising equipment: solutions and hacks
Shelf enhancement Naturals
Shelf enhancement for a chocolate assortment
Whisky Library Diageo
Shelf enhancement Heineken
Appealing display can make the difference between attracting a prospect or losing a customer to a competitor. Here at Pilotes, we believe in the power of premium display. Our 25 years of experience allows you to enhance the appearance of your choice instore. Reach out today to set up a free consultation. We'll find the best solution for your brand.
Date: July &#; bh
The complete guide to POSM: Point of Sale Marketing ...
Every consumer goods brand wants to attract the attention of shoppers in stores. While online brands can pay for targeted ads in-store, there is a small chance of getting picked up *excuse the pun.
Considering that there are hundreds of brands scrapping for the attention of shoppers, having that edge in the shopping isles is a must. Enter POSM!
Additional reading:
OEM Promotional Gift Services vs. DIY Marketing Strategies: Which Wins?
getell contains other products and information you need, so please check it out.
We&#;ve been using Point of Sale Marketing for decades helping brands and retailers promote and engage shoppers, but times have changed, so like many things, POSM needs to pivot as well.
This guide will tell you everything there is to know about Point of Sale Marketing &#; covering POSM, along with some of the most creative POSM used across in-store marketing campaigns and brand activations.
Table of content
1. What does POSM mean
POSM is an acronym, and its full form is Point of Sale Marketing or Point of Sale Materials and is used to display and promote products at the shelf in brick and mortar stores. POSM contain different types of materials, installations, and tools from anything such as free-standing displays to promotional &#;dump bins&#;.
It&#;s not just grocery and brick-and-mortar stores where POSM is used. Trade events, exhibitions, and retail showrooms are also perfect examples of where these techniques can transform your business. Depending on what you want to sell, your budget, and the type of campaign you&#;d like to implement, there is a plethora of point of sale materials to pick from.
2. POSM vs POS display vs POP display
You&#;ve probably heard about POP displays and POS displays and never really knew the difference between them?
Don&#;t worry &#; you&#;re not alone! It&#;s pretty hard to distinguish between each other but the proof is in the pudding (or name)!
POP stands for Point of Purchase display, while POS is an acronym for Point of Sale display.
Now, what&#;s the difference between point of purchase and point of sale you ask?
Well, a point of purchase (POP) is considered the place where people can purchase products. So any convenience store, grocery store, or brick and mortar shop is considered a point of purchase. The point of sale (POS) is where the actual sale process takes place such as the cashier register. Get it?
Important! Do not confuse the POS device or terminal used for credit card purchases with the POS display. While they can both be found near the cashier, they don&#;t have anything in common.
Point of sale and point of purchase displays are both parts of the big family known as POSM. While POP and POS displays are placed in different locations inside a store, both of them are used to promote products and to attract customers, hence they are point of sale materials.
POSM includes the point of sale displays and point of purchase displays. This was the industry classification and an established acronym, although it still is a bit confusing. According to the difference between POS and POP, discussed above, they should in fact be called POPM - Point of Purchase Materials. This is because POP is the larger defining category of where people shop, not the specific POS or cashier where the people buy and pay for the goods.
When is it best to use POP displays? What about POS displays?
Since we&#;ve established the differences between POP and POS displays, we should shed some light on when it&#;s best to use each type of display.
POP displays / Point of Purchase displays
Point of purchase displays can be used for larger amounts of products. Since they can be placed right at the aisle, you don&#;t have to worry about the quantity. Also, they are best used for temporary promotions and special deals.
POS displays / Point of Sale displays
Since they are placed right next to the cashier, the space is limited. It&#;s best to use them for promoting smaller products or products that are considered impulse purchases.
3. Why are Point of Sale materials important?
We&#;ve talked about the definition of POSM, the differences between POS, POP displays, and POSM, but what about the importance of these sales materials? Why do brands use these point of sale materials and how can they help?
a. Attract the attention of shoppers through POS and POP displays
One of the main reasons for which brands and retailers use point of purchase and point of sale displays is to get the attention of shoppers in-store. Considering the fact that there are hundreds of options for customers to choose from, brands need to make sure their products catch the eyes of the shoppers right at the point of sale.
POP advertising manages to do so if they are designed and selected correctly. Depending on what type of product you want to promote, you need to choose the right point-of-sale marketing materials.
b. Highlight promotions with point of sales marketing
Another reason for which POSM are important is that they can help you highlight or signal in-store promotions. If you want to increase sales by offering customers a discount or a BOGO deal, then you need the right tools to highlight that offer. If you don&#;t use point-of-purchase materials then people might not notice your promotion.
c. Increase sales with point of purchase advertising
The ultimate goal for most promotions is to increase sales and POSM materials can help you do just that. Because you attract attention, shoppers will be curious to find out more about your promotion and your product &#; and increase the likelihood of them buying your product.
d. Differentiate your brand with point of purchase displays
Point of purchase materials give you the opportunity to differentiate your brand. POS displays have different shapes and sizes and all of them can include the colors of your brand along with an appropriate message. If you go for a creative approach, POP materials will help you remain in the memory of your customers.
Of course, depending on the type of POS display you select, you could increase brand awareness or benefit from word-of-mouth marketing.
We&#;ve established that point of sale displays are important and now it&#;s time to see some types of POSM that are commonly used in grocery stores.
4. Types of POS materials
In order to promote different types of products, there is a huge variety of POSM on the market. They have different colors, materials, sizes, and shapes to accommodate the needs of different brands and products.
Let&#;s see some of the most common types of POSM used in the shops!
One of the most simple POP displays you can use to promote your products in grocery stores. It is customizable and you have enough space to add information. Unfortunately, posters don&#;t hold the same power they once did. Why? Because people are used to more innovative POP displays, and they might simply disregard your poster efforts.
Shelf talkers are not actually talking to your customers, unfortunately. However, they can be a real showstopper if they are designed right. Shelf-talkers manage to get the attention of shoppers towards your product.
We all love a wobbler, right? This is how it got the name because it is not placed steadily, and it can move freely. Wobblers are made out of plastic or other similar materials and can be easily customized by brands and retailers.
While their name might sound strange, dump bins are not the place to throw you old beer bottles or banana skins! They are free-standing displays where brands can place their products and are usually positioned in the center of the store.
Brands fight to get the best place to place their ads in-store. Most choose to place them at the level of the shopper's eyes but if you want to think outside the box and surprise customers in-store, you might want to consider floor graphics? They will catch the eye of the shoppers and, if they are creative like the one pictured above, they might even engage customers.
Just like dump bins, these free-standing displays can be placed in the center of the store to attract attention. One of the most significant advantages of using free-standing displays is that they are highly customizable. Also, you get one shelf all to yourself, without sharing the attention with other brands. Now that&#;s free-wheeling!
Another great way to attract attention is to use end caps. People have easier access to your products, and they don&#;t have to go back and forth on the aisle to find your promotions. End caps are placed at the end of aisles, and they are easier to spot.
Digital displays are some of the best point of sale advertising materials at the moment because they can also be interactive. You could engage your customers right at the point of sale with the help of digital displays.
5. The history of POSM
POSM is not new in the world of marketing and retail advertising. They have been around for quite some time. If you stop to think about it, POP displays have been used since people started trading goods. They needed a way to highlight their products.
At the beginning of outdoor markets, sellers used a different range of selling techniques and advertising to sell their goods. By the 12th century, shops were well established in major European cities, and trade had become increasingly popular.
It wasn't until the 19th century that point of purchase displays as we know them appeared. The first types of POP displays created were the ones that helped sellers brand their business. This is when florists started using flower-shaped displays and the barber poles were invented.
In the 20th century, when retail stores were established, retailers used display cabinets with glass casing to arrange goods. And by the &#;60s, the POSM industry had expanded.
The competition was fierce following the boom of the industry and home-life sparked by the end of World War II. Retailers and vendors turned to freestanding displays using durable cardboard, eye-catching colors, carefully planned designs, and creative uses of space.
Over time, point of sale displays have been upgraded and more models appeared, including a new type of POSM that revolutionized point of purchase marketing called robotic displays.
6. Robotic displays: Are they fiction or reality?
Technology is constantly evolving and it is designed to help us. That&#;s why physical stores have started to put more emphasis on innovation.
Read more on the topic of robotic displays on this article: The Ultimate Guide to POS Displays
7. Creative POSM used in campaigns
Inverted pyramid display - Coca Cola Zero
In an attempt to demonstrate that anything is possible, Coca-Cola took creativity to the next level. They placed an inverted pyramid made out of cans and bottles of Coca-Cola Zero, neatly stacked together.
As you might expect, shoppers were surprised to see this display and they did not hesitate to make a purchase as well. Thanks to this Point of purchase display, Coca-Cola Zero saw a sales increase of 13%.
In-store brand activation with a song
When creativity meets the right tools, that&#;s amore! Nestle Bolivia decided to implement an in-store activation for its Maggi packaged soups. Because they didn&#;t have a big budget, they decided to go the creative way. That&#;s why they chose Tokinomo.
By using Tokinomo devices, Nestle Bolivia was able to turn a simple soup pot into a singing one. But not just a regular singing pot! One that sings Italian opera inside a grocery store! Cool!
Apart from amazing shoppers and going viral online, the campaign lifted sales by 50%. Read more in the interview with Maria Fernanda Ugalde, senior category manager, Nestle.
Hellmann&#;s Food Slot
Now, this is what we call a creative idea. Hellmann&#;s created a unique POP display - a slot machine to prove that mayonnaise doesn&#;t only go with fries. People played; they had a combination of ingredients and received a sample of a recipe with those ingredients.
These three amazing point of purchase marketing campaigns show once again that creativity combined with the right tools can amaze shoppers and convince them to purchase more.
POSM are important marketing tools that can help brands differentiate themselves and increase sales right at the point of purchase.
Now that you know more about these amazing marketing materials, it's time to find out the right point of purchase display for your campaign. We recommend a robotic POP display if you want to amaze your shoppers in-store.
Are you interested in learning more about Island Display Manufacturer? Contact us today to secure an expert consultation!
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