Point of purchase is a mix of several things. It's a place to grab a shopper's attention and wallet. It's also a bold display unit, a sign or simply the area of a retail shop that's dedicated to ringing up sales and bagging merchandise. While space is finite at the register, point of purchase is probably the single-most influential area in a store.
Standard Point of Purchase Displayers
They're big. They're small. Some are atop checkout counters ready to inspire, attract or suggest. Some are in bins or on pegboards. A well-designed point of purchase unit grabs shoppers' attention, giving them a compelling reason to snap up a product. A desirable price splashed across the unit can move merchandise even faster.
Standard Point of Purchase Signage
When the counter of a retail shop is crammed with displays and the space adjacent to the checkout is also home to floor units, marketers sometimes turn to point of purchase signs to sell. Hung strategically from the ceiling or mounted to a floor frame or stand, a clever point of purchase sign can literally turn a shopper away from the line in which she's standing to investigate the product or offer. Fabric signage is an alternative to laminated cardboard and pricey wood, expanding the definition of point of purchase to banners, danglers, flags, mobiles and other innovations.
POPs Beneath Your Feet
Dan Halkyard, writing for Digital Output.net, says that dynamic art at the point of purchase that matches an ad campaign reinforces the brand in shoppers' minds. Halkyard explains the advantages of non-traditional POP products as floor graphics. These floor decals occupy unused space and grab attention, particularly when they're installed at the checkout point where impulse items paired with long lines can trigger additional sales.
Electronic Advertising POPs
Do you watch the news or promotional videos while waiting in line at your grocery store or gas station? Installing small screens at the point of purchase does more than keep customer tempers from flaring. These units sell products. Whether the product is in the middle of the produce department or at arm's reach at the register, electronic video monitors and other types of real-time digital points of purchase use color, sound and movement to grab shopper interest.
Tags: point purchase, grab shopper, point purchase, retail shop, Standard Point, Standard Point Purchase