Point of purchase displays, or POP displays, are used in retail boutiques to increase awareness of a product and to increase the sale of a certain product. POP displays inform the customer about advantages of a product or point out details about the product or brand that may increase the customer’s desire to purchase it. POP displays are one of the most highly effective forms of merchandising that there are. Historically, their sales success is only trumped by mannequin displays. However, that could change as customers are becoming savvy shoppers and are use more scrutiny when making purchases. Here are some tips on creating POP displays and making sure that they are as effective as possible in your boutique.
- POP displays were originally designed to get the customer to make extra purchases at the checkout. These types are highly effective. Position them around your register or where customers will have to look at them while they’re waiting in line. Countertop and impulse buy displays should display a product and also have some sort of logo, graphic, or information about the product. This is your chance to really convince the customer to increase their purchases because they actually have time to read the details about the product or brand. When a customer feels informed, they are more comfortable making the decision to buy.
- You can use POP displays around your store, too. They are effective around mirrors, dressing rooms, outside of major departments, and at the ends of aisles. They are great for drawing attention to certain areas of the store. They draw the eye and can help you to control what the customer looks at next while shopping. Our inclination is to read something when we see words, so take that into consideration when you set up your display. You might want to keep it brief so that the amount of reading is not overwhelming. A simple name brand, logo, or tag line that gives a person the gist of what the product is about is sufficient. Once they’re drawn over, you can go into more detail about how the product is made in the USA, uses only organic materials, or donates a certain portion of their sales to charities.
- People choose boutiques over giant department stores for specific reasons. Keep these reasons in mind so that you can tailor the display to your target market. Uniqueness is one reason that some people shop at boutiques. They enjoy the “off the beaten path” brands and designs, so make sure that they are aware of the brands that you carry by using POP displays. Sometimes companies will even provide you with a free display if you ask so that they can promote their brand as well.
- Keep your boutique easy to shop in by leaving space between your garment racks or the garment rack and the wall. You don’t want to crowd your customers with numerous POP displays and clothing racks. You can use a POP display, even a small one, as the only display of that particular product. Just make sure that you keep it fully stocked so that people don’t think that they won’t be able to find what they need in other areas of the store.
About the Author: John Garvey is on the staff of Only Garment Racks, a leading online source of garment racks including clothing racks. Find a high quality garment rack or clothing rack at http://www.onlygarmentracks.com.