The Importance Of Point-of-Purchase / Sale Displays In Apparel Stores

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The Importance Of Point-of-Purchase / Sale Displays In Apparel Stores

A point-of-purchase or sale display (or POP/S display) refers to a strategic item, usually of advertising type, placed next to merchandise in order to provide a better promotion of it. It is a “silent salesperson” because it has the main function to help customers get the information they need right away, without requiring the help of the staff. Generally, POP/S displays are placed at the checkout area or other location where the purchase decision is made. It can provide information about new products, discounts, and are also used to promote special events that are organized, like seasonal or holiday-time sales. POP/S can also refer to systems used to record transactions between the customer and the staff. Specialists say that this is probably one of the most underutilized tools in retail today, many store owners or interior designers focusing more on other devices to aesthetically enhance the visibility of their store and to optimize the entire experience of shopping, all in the intention to boost sales.

As a marketing strategy, this kind of items helps in highlighting the products and in drawing the customers’ interest in order to ease the decisions in purchasing certain items. POP/S displays can include: shelf edging, dummy packs, display packs, display stands, mobiles, posters or banners. Originally, POP/S displays were to be found at the cash register area, but then they gained in importance and were moved to other locations with the same purposes and benefits.

One of the most effective and elaborate POP/S is a vendor shop, “a store within a store” with the main purpose to set its merchandise apart from the rest and to promote what’s the best from the collection in stock. Another useful POP/S display is signage. Studies have shown that sales of the products accompanied by signs are 20% higher than the others. Also, it has been proven the fact that regular priced merchandise exceeded sales or clearance priced merchandise by 18% when it was signed and the sale items were not. This means that the simple action of placing signs with additional information near products as a part of a POP/S displays helps in drawing customer’s interest and decision to purchase.

POP/S light-box is another useful item that consists in display fixture or a modular constituent that provides a “translucent graphic film lamps that transmit light through the graphic, thus backlighting the graphic message for increased visibility, brightness and contrast relative to its surroundings” (from Wikipedia). There is a constant reference to the so-called “artwork of backlit graphic film” (usually named duratrans).

Generally, light-boxes were lighted differently throughout time because of the cooler operating temperature, efficient power consumption, and inherent diffusive property. The industry of lightning applications centered in the late 20th century on LED lamps due to their widely-acknowledged benefits and economical features, LED lamps being more durable and easier to maintain and to handle in public spaces, for they have to resist to different types of pressure in apparel stores, especially in the crowded ones.

The signs that you intend to use can be created very easily, either taking the form of hanging displays and posters, or be installed on store shelves. You need to be aware of the fact that you don’t need to be extremely visible and install big signs just because it may draw attention; a medium size sign is more effective because it offers the information that is needed, without interfering or annoying the customers; interested customers usually search for information. Instead, you can use signage placed at the entrance if you still think it is necessary to provide visibility for the things you want your customers to know.

Generally, POP/S displays are attended by magazines, brochures, or other items to promote the products or to inform on the next offer or products. Probably one of the most useful things about POP/S displays is that you can easily customize its content according to the things you want to communicate. This reduces costs and the time spent to change them, and it can also allow designers to use them at their full potential, in setting themes, ideas, and ways to enhance the visual aspect.

By | 2017-05-29T00:54:33+00:00 January 22nd, 2017|Visual Merchandising|

About the Author:

I'll tell you more about me later. I'm just the guy running ZenMerchandiser and I spend most of my time building stuff at MannequinMall as the Director of eCommerce. When I write, I write about cool stuff in retail, be it related to technology, design or marketing.