The influence of custom point of purchase displays on buyers decisions
When used effectively, custom point-of-purchase (POP) displays and signage can influence buyer decisions and increase sales. In fact, consumers are more likely to purchase a good or service when they are at a store, or point of sale, more than at any other time or place.
A Shopper Engagement Study conducted by POPAI (now called Shop!) revealed that the in-store decision rate has reached an all-time high of 76%, suggesting that shoppers are planning less and deciding more at the shelf.
Consider the following characteristics that can increase the quality and effectiveness of your custom point-of-purchase displays and signage:
- Location, location, location. The location of your POP display can play a key role in a consumer’s decision to buy. End-of-aisle, in-aisle, floor stands, cardboard sidekick and power wing displays are effective options to display products and make them stand out in their environment.
- Creative design. By showcasing your products with bright colours that contrast with their surroundings, they’re most likely to be noticed. It’s imperative to make a good first impression with consumers, considering 90% of purchasing decisions are based on visual appearance alone according to Colorcom.com.
- Relevant messaging. Grab the attention of shoppers by promoting new products, highlighting special offers, and capitalizing on upcoming special events and holidays. In a study by Infosys, 86% of consumers said that relevant messaging makes shopping experiences more personal and directly plays a role in their purchasing decisions.
- To the point. Nowadays, shoppers are in a hurry and there is less time to connect with them. According to POPAI, marketers have .9 seconds to convince shoppers to see their display. This means that the messaging should be direct, clear and persuasive enough to create a quick understanding with the potential buyer.
Need help creating a plan for your custom point-of-purchase displays?
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