Do visions of consumers buying your competitors products haunt you in your sleep?
Are you always asking yourself, “what can I do to convince consumers that our product stands out?”
You’re not alone. There are over 100,000 products in big box stores at any given time. Depending on your product that could mean anywhere from 2 to 10 direct competitors.
So how do you make sure big box customers pick your brand over others? How do you get the store managers to give your brand prime real estate or feature your product?
The answer is lighter, more customizable, and affordable than you think. We’re exploring the best practices of in-store displays below.
What Are POP In-Store Displays?
You likely already know but didn’t have the proper term. POP displays are paper-board shaped displays with shapes, logos, and or shelves that display a product.
Not to be confused with end caps, POP displays stand alone (or attach to a shelf). They display products in a unique way that separates the featured product, both figuratively and in space.
Do They Work?
Yes! POP displays have a high ROI and encourage more purchases than the normal display. A study in 2014 found that the promotional program value of a POP display was 499% – for every $1.00 spent on POP displays, there was an average return of $4.99.
This means that for every one dollar you spend on your in-store displays, you and the retailer are almost guaranteed higher sales.
How Do We Maximize POP Display Impact?
At Ravenshoe, we believe that nothing should be done unless it’s done right.
When we work with a brand rep to design a POP display, the entire process is customized. If we made the same display for everyone, we wouldn’t deserve your business.
How do we make sure it’s going to make the biggest impact for your product? We stay up to date on design trends and statistics.
Get a glimpse of our design process below.
The POP Design Process
The number one way to create in-store displays that convert is to stick strictly to your brand. Consistent branding is essential for success, even when doing something new.
The other way to guarantee a good ROI? Have a vision and a plan.
Step 1: Find Your Vision
Before you come to our designers, you need an idea of what you want. Look at successful POP displays from your competitors or even ones from other markets.
What do they have that you like? Once you’ve found an idea or a few, decide what you like about them.
Our team uses EEM to narrow it down. How does the display:
1. Entice consumers
2. Engage them
3. Motivate them to buy
Jot down some ideas about how your inspiration displays fulfill these three goals. Which aspects can you borrow while staying unique?
2. Communicate with A Design Team
Before you pitch your POP display idea to your higher-ups or a store manager, get feedback on your vision.
Design experts will have insight on how your brand can work within the ideas you provided. Show them the examples you found inspiration from and brainstorm together.
3. Pick Colors That Convert
Yes, you need to keep your brand colors on display – but how much of which one and where? Do you know what your colors do for your campaigns?
If you have red in your branding, optimize it in your display to excite customers. Seeing red actually raises people’s heart rates. Colors elicit different emotions and are important to consider carefully.
Use your brightest colors to attract attention and entice, but don’t count on that to engage.
4. Create Interest
The idea of an “engaging” cardboard display can be hard to grasp. What about it is engaging? Do customers have to physically interact with it?
Yes and no. Your display should catch their attention so much that they stop and look at it. That’s a form of interaction.
Mentally, making customers feel something makes them feel engaged. Does a display with waterfalls make them nostalgic for vacation?
Making them spend one second more considering or looking at your product will give you a huge step-up on your competition.
5. Communicate with Retailers
Once you have an idea of what you want, you need to decide where this display will go. Are you aiming for a specific chain? A family of stores?
Get in contact with them! Some stores have size requirements for POP displays. Find out if they have any restrictions you’ll need to work with.
Most stores will require an example of your display. In the past, this has been physical mock-ups, but now more stores are accepting digital examples.
Why take all these steps and cover your bases with potential retailers? It can impact where and how your final product gets displayed.
The more you work within the store’s rules, the more willing the stores will be to work with you.
6. Ask About Real Estate
Your display won’t do any good if your unit is at the end of the aisle on the bottom shelf.
Where are the retailers willing to put your item? Are you hoping for front of the store placement? That’s prime real estate.
Retail managers generally only give that space to products with large customer bases, so your product will need to have high regular sales.
For the best placement, come to the meeting with a retailer as prepared as possible. Show them statistics of your sale numbers and what you project with this round of in-store displays.
Having successful in-store displays depends on three things.
- Detailed planning
- EEM (Excite, Engage, Motivate)
- Producing with a professional design company
If you take those things into consideration and know your audience, you should see a quick and high return on investment.
Not only will you make money during your POP display time, but you’ll profit in the future too. Those people that didn’t buy your products the first time will be more likely to pick your brand over competitors in the future.
Successful in-store displays deliver for years to come.
Want help making that happen? Our design and packaging team has years of experience delivering eye-catching displays.
Browse amazing examples or contact our team to talk about making a design all your own. We can’t wait to hear from you!