For retailers and brands, key holidays throughout the year can be the best times to increase sales and generate additional profits. After all, holidays create ideal scenarios where shoppers are inclined to spend more than usual on purchases for their families, friends and loved ones.
While it may seem like an easy way to generate sales and boost bottom lines, different holidays offer very strategic opportunities to make the most out of an in-store marketing program. Happening at select times throughout the year, in-store marketers need to do their best to capitalize on retail-driven seasons with effective POP programs.
But how exactly? Experts and in-store marketers agree that retailers and brands shouldn’t rely on the holiday seasons alone to sell products. A good POP strategy is needed to stand out and, most importantly, sell. In fact, strategic holiday displays should encourage last-minute additions to shopping carts and bottom lines.
If you are looking to make the most out of holiday shopping seasons throughout the year, the team at Metaline is offering tips to support holiday-driven POP displays to include in your in-store marketing program.
1. Keep it fresh
Be it Halloween, Thanksgiving, Christmas, Valentine’s Day, or Easter, it is important to carefully select the look and feel you want for your POP display. It should be consistent with the holiday theme so it can easily attract the attention of shoppers.
In addition, it is also recommended that the display feature seasonal specials and merchandise that are top sales priorities. Further, it is important not to mask old product on a new, seasonal display. Work with your team to keep your designs in-line with the season and showcase the most up-to-date products and specials. Shoppers are savvy and won’t be fooled by flashy holiday retail displays that showcase old product.
2. Choose the best location for your displays
As with any in-store marketing strategy, location is key. This is why, whether it’s a special holiday strategy or a part of a long-term in-store marketing program, POP displays should be placed in strategic locations where they can easily attract shoppers’ attention.
In addition to searching far and wide for holiday gifts for family and loved ones, many people use holiday shopping as an excuse to buy a little something for themselves. Whether it’s a new gadget, sweet treat, or high-end cosmetic product they wouldn’t normally purchase for themselves, the holidays encourage these additional impulse buys.
To influence this purchasing behavior and make the most of the sales opportunities they present, make sure custom POP displays are strategically placed near check-out areas, at the end of individual store aisles, or are prominently displayed in a dedicated location. These are great ways to maximize exposure for products and encourage last-minute purchases.
It is important to note that displays of this ilk should be at eye-level so that shoppers can easily notice the product even if they are actively looking for other items on their holiday shopping list.
3. Make the displays festive
Apart from choosing the perfect location for holiday POP displays, be sure to make them noticeable with stellar displays and eye-catching designs that are apart of your overall retail vision. Even if the display is for smaller items like chocolates, candles or greeting cards, be festive. In fact, it is recommended to work with your custom POP display design team to integrate a holiday theme into your in-store display without straying too from your overall POP strategy.
For example, consider key branding elements like color palettes, logos, and font families when working with your POP display manufacturer. Seasonal holidays present an opportunity to use flexible branding systems to promote holiday merchandise while maintaining the overall integrity of the brand.
4. Use technology to give your displays a boost
During busy holiday shopping seasons, making sure your in-store marketing rises above the noise is of the utmost importance. A holiday POP display doesn’t just have to be visually appealing. Consider an auditory experience for target markets during the holidays and, as referenced above, keep it fresh and festive.
Merchandising holiday product with audio and digital capabilities attracts consumers and encourages enhanced interaction. As referenced above, it is also a great way to bring new display concepts to life during key shopping seasons while maintaining brand standards.
5. Timing is everything
When it comes to in-store marketing and merchandising, capitalizing on the urgency offered by holidays is essential. Including limited-time offers, seasonal product, prominent signage, and calls-to-action are all ways to make the most out of a holiday POP display.
Shoppers usually have set deadlines to make holiday purchases, and often times wait until the last minute to do so. Brands and retailers need to capitalize on this sense of urgency and speak to the consumer pain point of time. An effective POP display will not only include important incentives and seasonal merchandise, it will attract shoppers to the display with time-sensitive materials and information.
With an ever-evolving calendar of seasonal holidays and events, an in-store marketing program should capitalize on the opportunity to boost sales. Therefore, make sure you plan your holiday POP strategy accordingly throughout the year. Keep in mind the five tips above and create a successful year-long display program that keeps your product brand top-of-mind.
If you are interested in discussing a custom display program for your product, contact the Metaline team today to learn more.