Introduction
The retail supply chain has evolved from producers selling seasonal goods to retailers focusing on providing consumers with the products they need, when they need them. This evolution has changed the focus from pushing goods through the system to a consumer-focused demand-pull and supplied the businesses participating in the supply chain with a lot of useful information from years of point of purchase (POP) data collection. Much of this learning has taken place in the past decade and continues to evolve studying shopper behavior and how to influence it when making a product choice through studying the decision process.
Understanding how consumers make decisions has empowered marketers to boost sales by targeting the pivotal moment of product selection. Studies suggest that over 70% of buying decisions occur in-stores, making the effectiveness of marketing strategies crucial in swaying a shopper to choose one product over another. This insight has prompted numerous companies to reevaluate their marketing approaches, focusing on distinguishing their brands and ensuring these unique qualities reach consumers at the decision-making point. There been a shift away from prioritizing return on investment (ROI) with price promotions. Companies are now exploring the broader impacts of shopper marketing and its ROI, aiming to more effectively engage consumers with their brands. Enhanced comprehension of the marketing mix principle has led many businesses to allocate more resources to ‘below the line’ marketing strategies. Point of Purchase (POP) promotions have become a significant element within the shopping environment, playing a crucial role in influencing consumers’ decisions at the key moment of product choice.
Benefits of Personalized Point-of-Purchase Displays
We all want fast easy solutions; well does shopping your own custom designed displays and having them delivered straight to the store sound good? No more fussing around with changing over old displays or redesigning them just to save money. Ordering a display standee is the perfect way to skip the assembly process, these come preassembled and can be installed and replaced with great ease, and there is no need to take it down at the day’s end. With the right protection from shop staff and customers, display standees also have a longer lifespan than conventional displays.
Quick and easy to assemble
Raising awareness to customers about your product is the main priority when trying to sell your brand. Let’s not forget that impulse buying is usually triggered when a customer identifies a product and remembers their satisfaction when purchasing it. When customers recognize a product due to a personalized display, they are more likely to purchase the product again, especially if the display conveys quality. The good thing about POP displays is that they can create a theme for your product’s brand; not only can it convey information, but it can also be an appealing piece of art that compliments your product. Custom designed display standees can be positioned strategically next to a product so that it creates positive recognition and fashions a shadow effect, highlighting the product as the customer walks towards it. Brand recognition and awareness
Enhancing Brand Visibility
There are multiple ways in which you can enhance your brand visibility by utilizing POP display standees. The whole idea is to make people aware of your brand by giving them something to remember. Furthermore, it is important to get your brand image across by targeting the correct demographic for your product. One simple but effective way is to utilize custom shaped standees in the shape of your product. This will raise product awareness as well as brand awareness. They are visually appealing and draw attention to customers. Attractive standees encourage potential customers to buy, which is exactly what you want. Whether they buy the product they have seen or not, you have still enhanced your brand visibility in the minds of customers. Using POS standees can create theatre by bringing your product to life through effective use of branding and imagery. They can create a destination around a particular product or range and develop a talking point to act as a catalyst to purchase. Finally, they should engage and educate the consumer by creating awareness and interest in the product. This can be achieved through informing the consumer of a particular campaign or promotion or giving them an experience to remember through the use of interactive standees. Standees can reflect the ethos of your brand by, for example, being environmentally friendly and creating emotive engagement with consumer groups. An extremely flexible marketing tool, POS standees can play a part in improving and enhancing brand visibility in numerous retail environments.
Driving Sales in Competitive Retail Environments
In competitive retail environments, you have a small window of opportunity to capture the customer’s attention and ultimately make a sale. This is where standees are most effective. You can deploy them directly into the shopping aisle where the consumer is making the decision of what product to buy. In store fronts and large retail outlets, standees are also effective in capturing the attention of the consumer, to direct them into the store. A well implemented standee campaign has the power to change a consumer’s intention at the point of sale, maximizing a product’s chance of being picked up and purchased. An effective way to increase the chance of a sale is to include a redemption offer on the standee.
This acts as a call to action, offering an added incentive to purchase your product over a competitor’s. The redemption offer can direct the customer to purchase your product, or simply to increase brand loyalty by the inclusion of a competition offer. Standees are also very effective as an advertising medium to direct consumers to your website. By using a standee to implement a traffic driving promotion, you can measure the effectiveness of the campaign via increase in hits to your site during the promotion period. This form of guerrilla marketing has the potential to increase your product sales with very little effort and cost.
Conclusion
So how do we optimize the effectiveness of custom POP display standees in our store? By using a strategic approach as outlined in this paper. The logic is based on assessing consumer viewing behavior and making communication strategy decisions that will maximize the impact of the right message on the right consumer. In doing so, we can take full advantage of a medium that costs very little per exposure and has the potential to deliver substantial influence at the point of purchase. It all starts with defining our in-store consumer and a detailed understanding of their path to purchase of the product category. By specifying what they are looking for along the way, we can increase relevancy by ensuring that the message on the display is in line with the consumer’s goal at that particular point in the shopping journey.
Relevancy is the cornerstone of impactful communication, necessitating content that heightens consumer interest and emphasizes the importance of the product. The rationale is clear: the more a consumer is intrigued by a product, the more time they will spend contemplating it, significantly boosting the likelihood of a purchase. Moreover, customizing the message to meet the specific desires and needs of a particular market segment can enhance relevance and amplify its impact. By implementing various strategies for message customization, the efficacy of in-store point of purchase POP advertising can be notably enhanced. Such improvements, in theory, should lead to increased sales revenue for the product. This approach includes the strategic use of custom POP display Standees, which play a crucial role in drawing attention and engaging customers directly at the point of decision.