A recent POPAI (Point of Purchase Advertising International) study found that 76% of buying decisions are now made in store – that is up 6% from just a few years ago. Although many continue to celebrate the growth of online shopping, it is clear that people are still shopping, and that in-store POP marketing is making a difference.
This is especially true with impulse buys: numerous studies (OgilvyAction, POPAI) have shown that impulse buys are not just influenced by price – POP displays have been shown to be a huge motivating factor when it comes to making unplanned purchases (up to 24%).
So, knowing that customers can be persuaded by these, how can you make the most of them in order to garner the most attention? Take these POP marketing tips to the bank and your bottom line will thank you!
- Think outside the box. Static displays that look like every other display on the floor tend to be ignored far more often than those that stand out. Bold choices as far as stand design can work wonders. Just remember – not only do these stands need to be attention-grabbing, they also need to be safe. Make sure that when developing the design with your display manufacturing company you can be sure that the display is not going to crumble under the pressure.
- Create emotional bonds. Reach customers’ hearts and you can quickly earn their loyalty. When developing a design, think about the benefits of creating a storyline – tell people a story that pulls on those heartstrings. Use the psychology of colour to create those links in consumers’ minds – let it set the mood.
– Think about adding a technological aspect. Mobile devices are a common sight in the retail environment these days – and not just for communication. People are using their phones to find out more about various products – so by adding something like a QR code to your POP marketing campaign you can create engagement and draw people in.
POP marketing that makes an impact isn’t just about the display – it is also about the subtle differences that stand out when a display is high quality. Being able to choose from a number of different printing methods, including screen, offset, UV offset, digital and flexo, using the highest quality inks, helps to make those colours sharper and the images much more striking.
At Packaging Technologies Inc., we have the experience and knowledge that will make your POP marketing campaign a success. From start to finish, design to assembly, we can deliver a display that hits the mark and makes an impact. Call us today for more information: 1-800-303-5883.
