The point of purchase displays involves the seller providing the consumer with the preferred location of purchase while stimulating the consumer to buy the product. The advertising message is placed next to the product being advertised. The POP displays are mostly placed at the exit of the shopping areas because most of the purchase decisions are made at that point. Most manufacturers use POPs as a staple strategy. In addition to the POP material in an exhibit, the manufacturers may provide some materials for free use by the consumers. The material will highlight the details of the products and draw the users to the material. The POP display may be as elaborate as a cartoon display and as simple as a sign display. Unlike the tradition placement of POPs at the exit of the store, currently, the retailers place them in various locations in the store.
Types of POPs displays
The point of purchase displays may take different forms in the stores. Firstly, the POP may be in the form of a vendor shop. Inside the retail outlet, shop space is allocated for the items on display. The items on display are separated from the rest of the items through placements in the vendor shop.
Signs are a great way of conducting point of purchase displays. Research indicates that the signage POPs surpass all the other kinds of displays in the retail market. Signs draw the attention of customers to the product on display prompting them to make purchases. Signs can be in the form of posters or papers hung on the shelves. The signs should not interfere with the customers shopping in any way. Signs are perceived as silent salespersons that make customers to purchase products on display.
Store location for the POPs
Efficient selection of the point of purchase display is selected by the kind of material on display and the period the item takes on display. There are three ways in which the materials on POP display can be exhibited. Firstly, there are temporary POP displays which are designed to last for less than three months and usually made from pieces of cardboard. They are fit for the promotion of seasonal products. The temporary POPs are easily recycled.
Retailers should carefully consider placing temporary POPs in their stores since they do not last for long. Also, there are semi-permanent displays that last for three months to one year. Semi-permanent POPs can be used with multiple products. The third category is permanent POPs which last for one year or longer. They can be placed anywhere in the store where the retailers see it fit.