When your products aren’t flying off the shelves, you’re faced with the challenge of choosing a sales promotion that is within budget and yet can still move product. Many consumer product marketing managers will look to sales flyers as their go-to promotion vehicle during sales lulls. They know POP displays are a possibility but don’t choose them because managing a big POP campaign requires planning and execution and perhaps greater expense.
Statistics show POP displays are very powerful promotional and sales tools. Cost may be higher initially, however if an instore POP display campaign is done well, its ROI is well worth it. You’ll need to make a decision about the degree of customization to perform because that’s where the selling power is. Compared to the cost of other promotional campaigns, custom cardboard POP displays have a unique advantage in that they’re placed instore at the point of sale where more shoppers are making purchase decisions.
Standard Displays – Perhaps Not Good Enough to Stand Out
If you’re venturing into the realm of POP promotions and you’ve seen many provider’s array of plain, generic corrugate cardboard displays, you might think that a plain, unadorned display might do the trick. While any display that appears on the shelves, floor or counter does achieve good exposure, it’s not the kind of exposure that generates value. In fact, a plain display can detract from your brand image. It also might not suit your product’s appearance or its sizing.
If you customize the display with your product in mind, then it will be a natural extension and thus feel more comfortable to the consumer. Your display needs to carry and promote your products specifically, catch attention, and move the customer to read, pick up, and touch the product. Once the product is in their hands, they tend to put it in their basket. The tactile experience and their understanding of your product benefits create an impulse to buy.
You may choose to use a call to action in the display, if your product doesn’t have enough of an incentive to buy. Many POP displays lack a call to action for fear that it may be too pushy when the display itself is already disrupting their shopping experience.
Customization gives you the power to compensate for any current weaknesses you might have. Let’s say your competitor has just changed their product packaging and it now dominates the shelves. It would take a while to respond to their primary packaging styling and colour changes. The best bet is a customized display – to grab more attention and reposition/promote yours.
Get Unique and Be Differentiated
Unique graphics and colours, especially when they contrast, disrupt consumer’s attention. Customization generates attention from disrupting the consumer’s usual visual/perceptual and cognitive processes. People only notice changes in their visual field which is why generic displays don’t work well.
They fit too nicely into the background. A uniquely styled display as in the NicoDerm shelf display example pictured above shows, uses bold colour and copy to catch attention and get the value proposition into the shopper’s mind. Notice how the display packaging holds 5 packages of NicoDerm product. The colour of the display enhances the colours in the primary packaging. And the call to action is “Double your chances of success by making the Smart choice.”
Customization of displays extends from the shape and size of the display all the way to colours, billboard areas, to the extent of eye catching graphics and copy headlines. The limited surface area of your primary packaging and small print means it has limited promotion power. Custom shelf displays, floor displays, or counter displays have the size and location to stand out from the crowd.
Since commoditization is a brand’s worst enemy, you want your brand to stand out and away from competition that seeks to erode your brand differentiation. Custom displays can give you a brand lift. Ensure you use your displays full expressive potential to catch attention and communicate your product benefits.
What is about the best displays that get results? Discover more about the power of POP from the latest shopper marketing studies and POP research. Review this case study of POP display ROI, and this insight into retailing trends . Should your product launch be steady over a prolonged period or should you beef it up with blitz marketing tactics?