Being able to capture the attention of retail customers is an art form that it has become vital to master in today’s hugely competitive marketplace. Everything seems to move at a faster pace nowadays, and that includes the attention span of the average consumer. One of the most effective methods of ensuring that the grabbing of someone’s attention leads to an extra sale is by the strategic positioning of POP displays. By having impulse merchandise so close to points of purchase, customers have much less time to change their minds about buying something extra before they have to pay.
The installation and maintenance of most point-of-purchase displays is fairly straightforward, but many POP campaigns still fail to realise their full potential due to a lack of detail and discipline. Indeed, actual POP maintenance is probably more important than the initial set-up. After all, there is a very limited window of opportunity in which to capture the attention of customers. The POP display in question needs to stand out and make an impact. This means that it must be fully stocked at all times. A half-empty display unit is just going to look lacklustre and unprofessional and will end up capturing the attention of nobody.
The exact location of a POP installation is another determining factor on the road to either success or failure. In order to act on impulse, a customer needs to be able to carry out that action as easily as possible. The POP displays should not be positioned so that people have to reach over something else to get to what they want. Sometimes it is a matter of pride. On a subconscious level, some consumers do not wish to be perceived as being weak and giving in to temptation.
Make the impulse items easy to grab quickly.
One of the major reasons for the failure of POP campaigns is missed installations. This is why many retail organisations now utilise the services of professional merchandising companies to look after their point-of-purchase displays. The initial cost of using such services is soon outweighed by the increase in profits gained as a result of a professionally installed and maintained POP unit. By leaving these tasks to store employees, larger retail organisations are in danger of losing precious momentum in terms of the number of impulse purchases made.
The type of items which are placed on POP units should ideally not be products which customers actually need. An impulse buy is often triggered by an emotional reaction to the product on offer. Although they do not necessarily need the item, customers should feel that they actually want it. It is a simple matter of human nature. Most people are more likely to buy an item on impulse if they see it as a treat rather than a necessity. It just makes them feel good.
A strategically positioned POP installation that is properly maintained can add a surprising amount to a store’s bottom-line profits. In today’s competitive market, that could be hugely important.
