Online shopping is associated with speed and comfort. However, it still has not managed to replace physical purchases. Retailers see this kind of shopping as a competitor that cannot withstand instant pleasure, sensory impact, social interaction, and service people get when visiting favorite stores and shopping malls. The Forrester data shows that almost 72% of retail purchases will take place in physical stores in the USA in 2024. Nevertheless, you cannot let your hair down. To keep meeting customers’ expectations and fulfil their needs, retailers should improve customer service. And POP/POS marketing can help with that. Let’s dive into the main features of POP/POS displays and the effect they have on store visitors.

About POP Marketing

POP [point of purchase] is the marketing aimed at increasing the sales of goods while the customer is wandering around the store. The strategy is focused on creating an attractive, cozy, and informative atmosphere in the retail space, where every detail stimulates purchases.

The main elements of POP marketing are
- window displays and billboards;
- promotional offers and discounts;
- island product displays;
- promotional stands;
- end cap retail displays;
- shelf talkers, stoppers, and advertising wobblers;
- banners, brochures, floor graphics;
- electronic screens with product characteristics.

Every visual element must catch the customer’s attention, engage product interaction, and increase the chances of their halt and purchase.

About POS Marketing

POS [point of sales] marketing differs from the POP one. POS materials promote the brand or goods at the last point of the buyer's journey — in checkout areas and self-service points.

POS materials can be presented in different formats:
- racks and tabletop displays for merchandise;
- information on loyalty programs;
- wall signs, plates, or stickers for cash registers;
- displays for gift cards and certificates.

Despite the difference between the strategic placement of POP and POS materials, their goal is the same — to increase sales and stimulate impulsive purchasing at various stages of the customer journey. They allow for boosting user engagement and loyalty, as well as brand or product awareness.

Effect POP and POS Elements Have on Customers

As physical stores are gradually transforming into places that give visitors new experiences, retailers need to bet on a new level of interaction with the consumer. Forrester specialists recommend creating especially equipped stores to enhance service quality and achieve better business results according to the «6E» [Engage, Emulate, Expand, Empower, Execute, Enable] strategy. We are interested in the first “E” — customer engagement.

POP/POS displays are one of the elements used to engage consumers and improve the quality of service provided in your store. This shopfitting performs a variety of tasks, as it
- works as a focus point by navigating customers and drawing their attention to a specific item or brand;
- highlights your product among the competitors;
- affects customer decision process;
- increases brand recognition and reflects its identity;
- encourages impulse buying;
- creates a sense of urgent and limited offer;
- helps customers choose;
- promotes new products;
- improves the store’s visual merchandising магазину;
- enhances customer experience;
- tells the brand’s story, establishes the emotional bond with clients;
- boosts product awareness.

This result can be ensured only with quality and original POP and POS displays. It is not only their placement in places with high traffic that matters. Forms, design, and color palette play a key role here. This is the only way you can catch the attention, make customers freeze, inspire shopping, and offer pleasant emotions. In the end, you will get an improved customer experience.

How to Use POS and POP Marketing in Trading Space to Affect Shoppers

There are several aspects to be considered to make POP and POS marketing economically effective and get payback on investment:
- set clear goals and tasks for the POP and POS marketing program. These can be new product promotions, seasonal discounts, increased brand awareness;-
plan timeframes and budget. Even if it is a temporary promotion, the budget must include expenses on projecting, production, delivery, and POP/POS display installation;
- choose a reliable partner. This affects the quality of the sales equipment and the timing of the order;
- extraordinary solutions. One of the most reliable ways to stand out among similar displays. Digital screens, contrast color combinations, modern materials, and lighting make POP and POS unusual, linger in customers’ minds, give them new brand interaction experiences, and increase service quality. As a result, sales go dramatically up.

Branded POP and POS displays from Manufacturer

Branded POP and POS displays are a powerful tool of visual merchandising in a multi-brand space. The Ustor team manufactures shopfitting that effectively solves clients’ essential tasks — catching the attention of potential customers and making the products stand out from competitors. Custom POP and POS displays are original, practical, functional, and manufactured to achieve your marketing goals.

Unique shopfitting is one of the touchpoints your brand has with its audiences that effectively presents products, increases awareness, and stimulates impulsive decisions. Contact USTOR, and we will transform your design ideas into a unique shopfitting!