CUSTOM BRANDING THROUGH POINT OF PURCHASE DISPLAYS
Every day we are bombarded with choices, especially when we walk into a store and see all the different products that are offered to us! How we choose what products to buy becomes the key question as we look to all the options available.
The main idea behind product offerings is to get us to purchase on demand. When we enter a retail store, we are there to make a purchase, and some 70% of retail purchases aren't decided until the customer is actually in the store! That makes it quite clear the impact and importance of effective marketing and why it's critical to utilize in-store advertising, such as a point of purchase or point of sale displays are used with publishing companies for example.
So, to begin with, what exactly is a point of purchase display and how can it be utilized? A point of purchase display, often called a pop display, is marketing or advertising material placed next to the product or merchandise it is promoting. Many displays are set up at the check-out counter, while others are scattered through the aisles of the store.
The idea behind point of sale displays is to generate interest and an impulse purchase. Many large displays in high-traffic areas of the retail store have been known to increase sales over 60 fold from similar items sold off the regular shelf! Clearly one can observe what a tool like this can do in generating new and repeat sales!
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THINGS TO KEEP IN MIND FOR YOUR POINT OF SALE PACKAGING AND DISPLAYS
If you are in business and considering how to improve sales, you should consider a point of purchase display. Realizing that each branded product needs a unique and specific look of its own and may need to fit specific retail needs, here are six key elements to put together your custom designed and branded retail point of purchase display:
1. GOALS OF THE PRODUCT
Understanding exactly what you want to do here is essential to retail point of purchase display development. Whether you are aiming at increasing sales, promoting new or upcoming events, or generating on-demand sales, you will want a pop packaging display to best showcase and represent your product.
2. PRODUCT PURPOSE AND DESIGN
Point of sale displays should reinforce your brand, including colors and shapes for clear presentation and product representation. There is a large variety of pop display packaging types. Several of these displays include:
- Free-standing aisle displays - Products are put on displays with signage next to the products.
- End of counter displays - Though these are much smaller, end of counter displays promote your specific products, albeit less costly ones.
- Dump-ins - Products are placed in a large bin in an isle or even at the entrance of a store without branding around it.
Combining marketing budget with advertising and other budgets could be essential to make both your wants and needs become a reality. There could also be costs associated with what a retailer may charge to allow you to occupy that floor or counter space with the point of sale packaging.
4. STORE SCHEME AND DESIGN
Determine which retailers your display will be designed for, especially since there could be large and small retail stores, or even locations within a mall that are important to the design process.
5. RETAIL SPACE
Consider the space inside each store and what will be allowed to promote your branded products. Will your display be at the end of an aisle, in a large space, at the check-out counter, or at the store entrance. Every location will dictate the size and scope of your point of purchase display design.
6. GAIN ATTENTION
Your display should evoke emotion, helping the customer to associate with your unique branded product. An emotional connection encourages customers to interact with your product and allow that product to be touched, picked up, tested, or even sampled.
This interaction makes it more likely the customer will make a purchase. You want a creative and unique display that every customer who passes by will notice. You will want a display that promotes your products so that when customers leave the retail store, they will be thinking about your products and wanting to share their experience with their family and friends!
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Point of purchase displays are essential to helping grow your business in a retail store. Helping customers relate to your branded products and invoking repeat sales with this association is a great reason for a display! Displays are powerful selling tools, and a display's design can make or break your business.
At Ashtonne Packaging, we understand the importance of getting it right the first time and taking the time to understand your business's goals before we move on to the design stage. As your business partner, our success will be predicated upon your success and we want to ensure that happens. Our experience and expertise can help your company!
If you need help in any way, please feel free to call us at 877-838-6808 or schedule a brief meeting with one of our packaging experts NOW!