As a brand marketer, you probably have been told or have said that the end is nigh for brick and mortar retailers. The death of in store retail shopping has been grossly overstated. According to recent reports, more stores opened than closed in 2018 with a net gain of over 3,000 stores. This trend has been noted since 2017, and with online retailers opening up physical locations (clicks-to-bricks), it looks to continue for years to come.
Those of us that love to try on products in store or interact with packaging will rejoice, but this also means that brands cannot afford to take their eyes completely off the Point of Purchase ball. In a digital first world, it is time to reexamine how we look at our POP marketing.
Great Packaging Alone is Not Enough
Many brands may have outstanding packaging for their products, however POP marketing helps make that packaging shine. According to the Food Marketing Institute, U.S. supermarkets average more than 30,000 products, and the average person spends 43 minutes on their typical grocery trip.
If we check the math that roughly translates to far, far less than a second per product. With shoppers barely skimming aisles in search of their favorite brands, you only have moments to convince and convert.
Your social media efforts, TV spots and excellent digital content may get them into the store, but there comes a key moment when a decision must be made. It can only take a glance left or right towards a competitor that shifts a seemingly surefire purchase of your product to a ‘maybe next time’ for consumers. POP displays help direct their attention towards your brand. Shelf talkers, end caps and free standing displays are all attention grabbing tactics that have effectively drawn consumers in for decades. But what can you do as a marketer to improve on decades old knowledge? We have some tips to help you out.
Be Aligned with Marketing Strategy
This should go without saying, but strategy is the bedrock of the entire marketing industry. Every successful campaign can be traced back to an excellent strategy, formed through careful thought and planning. If you have a marketing strategy at your disposal, why throw it all to the wind when it comes to POP and Point of Sale displays?
Think about your brand’s broader objectives and target audience. How can these be applied to fit your brand’s voice through a POP display? For new brands or line extensions of established names, maintaining a consistent tone and message can be make or break. The consistency referenced extends to digital messaging, TV and print, as well as consistency with product packaging. This may be consumers introduction to your identity as a brand, and first impressions are everything.
Make Displays Interactive
Whether it’s digital or human, consumers crave interaction. Letting potential buyers touch, feel or otherwise interact with your product can spur an impulse purchase and increase the likelihood of future purchases. Even if your brand’s product is not suited to multiple physical interactions over the course of a day (think food or drink categories), it’s display can. It’s time to think outside of the box, literally.
POP or POS displays can be made from more than cardboard you know. Consumers flock to screens for content and all types of communication, so it follows that using screens for interactive displays will perform better. But don’t just take our word for it. Full motion Digital Out of Home displays outperform static images by 2.5 times according to a Neuro Insight report for Ocean Outdoor. Catch the eye and draw in the attention of brand loyalists and neophytes all the same.
The importance of motion is the amount of information you can deliver to consumers. Instead of choosing one message, choose a few. Brand story, product benefits and campaign messages can be shared in creative ways that fully take advantage of a dynamic delivery system.
Use POP Displays to Teach
Understanding Generation Z may seem a lofty goal for the moment, but we do know they love to learn. This highly entrepreneurial generation and consumers that like to learn can be moved by displays that aim to teach. This can come in many forms. Does your brand sell food and is geared to college students? Share a recipe. Health supplements to working women? Teach exercises to do at the desk.
Know your audience, and find out what could be quickly shared on a POP or POS display that can appeal to customers’ sense of discovery and personal development. Doing so not only makes for an effective marketing tactic, but also forms an authentic bond with consumers.
Your brand is fighting many marketing battles on multiple fronts, but it is important to not forget the storefront. Retailers are a crucial partner for brands, but remember that your competitors are their allies as well. Outshine the competition by employing the right mix of tactics to inspire purchases and the prominence of your brand in the supermarket aisle.
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Last Edited on May 25, 2018