Research from the Point of Purchase Advertising International (POPAI) has found permanent displays fare the most popular form of POS for retailers followed by media and sign options. Temporary displays come in last. For maximum impact make them:
– Attention grabbing. Entertaining, unusual
– Get involved. Use an image or headline that will relate to the customer and draw them in
– Sell, sell, sell. A POS display is not an end in itself. It’s there to sell a product. Make its USP prevalent!
Other considerations when planning your in-store advertising include:
Creativity. Position your products in an interesting manner or on an original backdrop. Remember: You want to catch the eye of your customers as they pass your displays.
Lighting. Make sure all areas where advertising is present — whether it’s as a display or as signage — are well lit and attractive.
Hands-on activities. Toy stores have displays where kids can play. Supermarkets have in-store samples. Tech stores let you test much of the merchandise. What can you do to tempt your customers?
Themes. Is it back-to-school time? Mothers’ day? Thematic in-store advertising can focus around a specific season, holiday, or even a new trend or fashion.
All five senses. You’ve already designed the look of your advertisements and displays, but sound and smell should not be left out of in-store advertising. Customers will be curious about the music they hear or the enchanting aroma they smell. If you sell edibles, feature samples of a particular product each day. These are all things that can encourage purchases and repeat patrons.