By now, many marketers are familiar with the statistic that more than 70% of U.S. shoppers make purchase decisions in-store. More specifically, research shows that 39% of U.S. shoppers choose their brand in-store, and 29% of U.S. shoppers make unplanned, impulse purchases. However, 13% of U.S. shoppers report that they often leave a store without a purchase from a planned category. [i]
What does this mean for brands in-store and at-shelf? Capturing consumers’ attention, and ensuring that they can find what they are looking for, is key to capturing their dollars. Effectively using a point-of-purchase (POP) display can help achieve this goal.
Here are four factors to consider when selecting a POP display.
Secondary Placements: Achieving a secondary placement for items inside a store often guarantees a sales lift–and a well-executed POP display can help convince a retailer to give your brand an additional placement outside of its category. When developing your POP display, consider what additional store areas your product would sell well in, and what type of displays are suited for that area. Softlips, a Martino Flynn client, recently achieved placements outside of the traditional cough/cold aisle and inside the cosmetics section by offering retailers an engaging shelf display.
Length x width x height: An often-overlooked factor in POP displays is size. For on-shelf displays, you need to consider the height of the display, so that it easily fits onto your retailers’ shelves. And while that seems straightforward, you also need to consider the width of an on-shelf display. Will it fit inside the real estate given to your existing product facings, or will you need more space? Are you willing to give up a product facing so a bulkier/larger POP display can be put on-shelf?
For freestanding floor displays, consider what open space exists in the current retail environment. Will stores have available floor space for a display, or will this deter them from using it? If you have to use a smaller display, will it still give the impact you need, or will it be lost in the crowded aisle environment?
Small scale, but big impact: In terms of engaging POP materials, bigger isn’t always better. There are many small scale options that can have a big impact on sales. Martino Flynn has worked with a variety of clients to develop eye-catching product hang tags, offering coupons, or rebates. These are larger than traditional Instant Redeemable Coupons (IRCs), so they catch consumers’ attention, but are small enough that they can be applied directly to the product. If a hang tag does not work with a product’s packaging, we frequently recommend using at-shelf coupon pads. With POP options like these, you don’t need to give up any product facings, and they can often be applied at factory– making them easy to execute in-store. Generally, they have a lower cost of production than dimensional displays, and a shorter production period as well, making them affordable–and fast–POP option.
Breaking through the clutter: From retailer-placed signage to competing brand displays, consumers are often overwhelmed inside stores with the number of choices and marketing messages. Make sure that your POP items–displays, shelf cards, and coupons–are designed to break through the clutter that makes up today’s retail environment. Martino Flynn recently worked with leading animal health care brand Absorbine on a breakthrough shelf card for one of its horse grooming products. Unlike standard shelf cards that are flat, Martino Flynn developed a card that included a shelf-sized horse tail, which was made from real horse hair. This “out of the box” shelf card was overwhelmingly well-received at retail stores, capturing the attention of consumers in-store, and helping to drive sales for Absorbine.
To learn more about Martino Flynn’s shopper marketing capabilities, contact Rose Feor at firstname.lastname@example.org.
[i] OgilvyAction. “Shopper Behavior Instore.”