You have lots of options when you’re considering your next POP campaign. There are displays for the shelf, floor, wall, and countertop, and advertising banners/displays on windows, shelves and hanging from the ceiling. Your tough decision: which to use and why?
According to POPAI research, floor stands (51%) are the most common in-store display types, followed by end cap displays (35%), powerwing/sidekick displays (3%), and inline/gondola displays (2%). The most prominent floor displays are pallet displays, half pallet displays, and standees. Is it a coincidence that most effective displays are those that get in shoppers footpaths?
To sell in retail, you must disrupt the shopper, whether they’re in automatic mode or if they’re actively looking for the lowest priced product. Even if they’re seeking specific product features or benefits, getting in their visual field is paramount. In the Power of Point of Purchase Advertising, Inman and Inver suggest also other factors that impact the power of POP and perhaps which displays shoppers might see and interact with. The age, budget consciousness, time pressures, and need for recognition were noted as factors in shopper’s engagement with POP displays.
POP Research Tracks Eye Movements
The POPAI research monitored eye movements of 2400 shopper’s instore during the study, and found that 13% of all eye-fixations were on in-store displays. They determined that end caps drew 44% of these fixations, floor stands 34%, in line 12%, and power wings at 10%. Correspondingly, the displays were located at the end of aisle (42%), in aisle (28%), perimeter (23%), and front at end of aisle (7%). No mention is made of remote locations.
End cap displays aren’t necessarily obstructing the movement of shoppers, rather are part of the aisle structure. The advantage they have is that shoppers are turning into the main aisle of the store and have nothing else to look at. The end cap becomes a surprise and sometimes bargain items are located there. The end cap often has big brand, high volume product items contained in it and shoppers are usually aware of that. It’s a high visibility spot and major product promotions are placed there and shoppers instinctively know it.
While planograms tell retailers where the best locations are for specific products, they may not tell us which type of display to use in a particular area of the store and how that will surprise the shopper to create a sale of your product. That will require some experimentation on your part.
If you must create your own research data, then perhaps you need to use limited size POP display campaigns and experiment with designs, copy, value offers and display locations. Take part in our online survey and tell us which display features you most believe in.
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