By Brianna Long
Visual merchandising—and the eye-catching graphics and imagery that go along with it—is one of the most crucial ways to engage customers as they are shopping. Although the retail landscape is ever-evolving, tried-and-true techniques assure that Point of Purchase (POP) programs remain an essential element in reinforcing brand awareness at the store level.
While spending across other advertising platforms ebbs and flows, POP spending levels tend to stay the same, with two-thirds going towards temporary signage and a third allotted to permanent signage. For pop-up point of purchase signage, here are some crucial rules to follow to ensure each area of your store will help increase your bottom line.
Go for the Bold (Color!)
As 83% of the information your brain processes comes from sight, the importance of eye-catching graphics can’t be overstated. Bright hues such as reds and oranges have an energetic effect, while cooler shades like blue and green feel calming to the eye. As too many shades can be confusing for consumers, stick to a complementary combination of opposite hues to make your signage stand out. A solid background of black or white will spotlight your message even further.
Keep It Simple
Large, bold graphics and easy-to-understand messaging will help pull a customer into a display. Create a focal point of POP signage above a star product or range of products, and be sure to place it in a well-trafficked section of the store for maximum impact—the end of the aisles tends to draw a more substantial (up to 37%!) amount of sales than the perimeters or middle of the aisle.
Mix It Up
Although some of your POP will be evergreen, changing messaging for special offers and sales events helps avoid aisle ambivalence while improving shoppability. You can also pair brands that work together but perhaps don’t merit their own POP call out to communicate a broader product range.
Use POP as a Salesperson Supplement
Your salespeople could be busy or distracted, and with just seconds—eight on average!—left before you lose a customer’s attention, POP helps fill the gap. Signage that is entertaining and educational can help facilitate a sale or reaffirm a purchase decision even if the salesforce is overwhelmed.
Consider Technology
As we engage more and more with technology, consumers can bring their smartphones into the shopping experience, participating in games, quizzes, and surveys via digital signage. Make storefront displays more entertaining through links or QR codes, or share virtual discounts or coupons throughout the store. Customers can even be encouraged to “retweet” their savings with followers through their social media platforms, which is free advertising from your company beyond your POP display.
