With the immense amount of competition in the retail space, capturing a consumer’s attention is becoming increasingly difficult. Advertising tactics are changing every day, and companies looking to compete have to develop new methods to try and attract attention and garner sales. Point of purchase displays have come to play a major role in this task.
Point of purchase displays have become an effective way to influence shoppers in the aisle and at the cash register. These displays need to grab the attention of your target customers, and a well-executed display will not only draw interest, it can also go a long way as far as influencing impulse purchases – which can be important for both the sale of new to the market products and current products that need a boost.
However, a standard point of purchase display may no longer be sufficient enough to attract the notice of a shopper as they traipse down the aisle. At the most basic level, purchases are shaped and influenced by the experience of a shopper. This is where sensory technology comes into play – interaction, even just the addition of sound, can go a long way at drawing a customer’s attention away from their ‘usual’ purchase and convincing them to engage with your product.
So how can you achieve this interaction? Interactive touch-screen displays, ones that invite a consumer to interact, or even just sounds or moving images that draw on other senses all go that much farther at creating interest and enticing that individual to engage or consider your product for purchase. By allowing a consumer to be drawn into the advertisement, especially with something inspiring or thought-provoking, means better ROI for you.
Experiencing more than just a standard visual cue can help to cement brand recognition and increase brand loyalty. Creating the mental reminder by creating a display that leads to positive memories can mean big gains for repeat purchases. Establish a strong initial, emotional connection and it will last longer.
Point of purchase displays have come to play a crucial role in many marketing campaigns, but like everything else in the marketing world, their usefulness declines if new trends and developments are not adopted. By introducing further stimuli in the form of sensory technology, your point of purchase displays can stay relevant and signify an important purchase-influencing tool.
For more about implementing sensory technology into your marketing strategy please contact Packaging Technologies Inc. by calling 1-800-303-5883.
