Purpose Behind Point of Sale Displays
Point of sale displays are used to trigger what marketers refer to as “problem recognition response” in consumers. Products on a point of sale display are usually things that are not on a consumer’s top-of-mind. Point of sale displays provide a visual exposure to products and helps make consumers realize that they may need that particular product to solve a problem. Point of sale displays capture the consumer’s attention and create impulse purchases.
For example, consider a trucker who makes a stop at a gas station to fill up his tank. He walks into the store to put $50 on his pump station and receives exposure to point of sale displays when he is making the purchase. He notices a pack of gum on a point of sale display, which triggers a problem recognition response – does my breath smell? Impulsively, he adds the pack of gum to his purchase.
