The point of purchase is when the key elements of the sale – the motivated consumer, the money, and the product – all align. With POP displays, manufacturers and retailers can influence a consumer’s buying decision during this crucial time. The main purpose of POP displays is to:
Increase Brand Awareness. POP displays serve an important role in highlighting specific merchandise in a store chock-full of products. Instead of being crammed on a shelf with competitors, a product with a POP display stands out from the rest. POP displays can effectively promote new products, or specific product information, such as technological breakthroughs or novel product designs.
Increase Impulse Buying. Consumers typically have a purchasing plan when they enter a store. One goal of POP displays is to encourage customers to deviate from that plan and impulse buy a product. A well-executed POP display can influence consumers to make a last-minute purchasing decision, even if they did not intend on buying the product when entering the store.