In one of our most recent blog posts, we discussed the five best practices to create a stellar display. From budget, materials, functionality and the display design, we outlined some very important considerations for anyone executing an in-store marketing strategy. While these are all critical first steps, brands must also look at how their displays perform in retail environments and, most importantly, how they convert to sales.
For those looking to take their in-store marketing program to the next level with custom POP displays, we have outlined 10 key considerations that will turn your in-store display into sales.
Work with an experienced team
There are a lot of considerations to make when executing an in-store marketing strategy. Of course, the end goal is to attract consumers and to sell product. So when developing your plan, be sure to work with a POP display manufacturer who has a proven track record of success. Your ideal team should not only be able to showcase creative concepts – from material application to design aesthetic – they should be well-versed in how best to manufacture a display that will attract consumers to your product in your specific retail environment.
Have a strong concept
It is no secret – the retail environment is competitive. Consumers are inundated with marketing messages from all directions. In order to rise above the noise you need an in-store marketing concept that will make consumers stop and engage with your display. The concept needs to be careful and considered, and take the product’s target market into account. How do you want consumers to perceive your product? And, how can the display reinforce the overall ethos of your brand? Take for example the trend of wood displays across retail stores. Brands looking to reinforce made-in-America messaging with consumers often turn to wood displays. This is just one example of how a strong concept can translate to your display design, attract ideal consumers, and encourage sales.
Complement the manufacturer’s design
A custom POP display should be unique in its own right but it should also complement the manufacturer’s branding and aesthetic. Doing this will not only create an attractive display, but it will also reinforce the product’s brand equity in the minds of consumers. From product packaging to how the product is positioned in the display, all aspects should complement the overall look and feel the manufacturer has developed for the product in order to create a seamless buying experience for the customer.
Determine the visual identity of your display
To expound on item three on our list, the overall visual identity of your display is critical to sales. It must attract people and showcase the product in the best possible light in order to influence purchases. This means that the smallest details, from materials, overall design, color palettes, font families and messaging, must be considered to enhance the overall impact of the display in retail environments. The display design should easily catch consumers’ attention, draw them into the display quickly, and make it easy for them to understand the unique selling propositions offered by the product. The more seamless this experience is, the easier it will be to move product.
Don’t be afraid of sourcing new materials
The materials used in your display not only complement the product but portray an important image to consumers. Much like the wood-display example outlined above, an effective display, and the materials sourced are in fact sales tools in and of themselves and should not be overlooked. From plastic and metal to wood, and other responsibly sourced materials, your materials decision speaks volumes about your product and the image you are reinforcing in the minds of consumers. In short, it is a key component of the selling process.
Take the time to invest in technology
As mentioned earlier, consumers’ attention spans are fleeting. Just think of how many people you see looking at their iPhone or Android device in retail environments. Displays with digital integrations can take attracting consumers to your display to a whole new level. With sixty-five percent of the population considered visual learners, something as simple as a looping video can quickly captivate shoppers, educate them on your product, and convert them to buyers.
Consider the location of the display
A retail environment is just that, an environment. As such, it is essential that your display fit seamlessly into the retail setting as a whole. Shoppers should be attracted to the display through positioning as a key focal point, with its design, branding, messaging and overall aesthetic drawing consumers in. While you do want your display to stand out, you also want it to fit in. A custom POP display should make sense for your overall in-store marketing strategy, including the consideration of high-traffic areas and opportunities to encourage impulse buys, without the display looking out of place.
Include strong signage and messaging
The goal of your display is to encourage people to buy. To do this, you want to attract consumers with strong signage and messaging. This often comes in the form of bold colors and carefully branded graphics. If you only have a few seconds to capture consumers’ attention, you need to make it count. When planning your display, consider how strong messaging and visuals can be included to encourage in-store audiences to buy.
Incentivize customers with takeaways
Despite their popularity, digital displays are not the only way to incentivize consumers. Custom POP displays that include good old fashioned takeaways are a great way to encourage sales. Whether it is in the form of a special offer or coupon, adding value to the shopping experience via your display is a great way to turn a strong display concept into sales.
Always be evolving
A great point-of-purchase display can be very impactful, but you don’t want it to get stale. When consumers see the same thing over and over again, they begin to get numb to the product you are offering. This isn’t good for sales. When planning your in- store strategy, be sure that it is adaptable. You want to be able to update and evolve your in- store marketing concepts to continually present consumers with visually intriguing, informative POP displays that attract, engage and convert. Whether you are going the digital-display route or looking to show your commitment to made-in-America products, find an experienced team and develop strong in-store marketing concepts that will yield the returns you strive for.
Want to discuss your in-store marketing program further? Contact Metaline Displays with a Twist for more information.