Point of Purchase Marketing: Strategies to Sell More

Point of Purchase (POP) refers to displays strategically placed in retail environments to encourage immediate customer purchases. These displays are often present near the products they promote, increasing visibility and catching the attention of shoppers. By understanding how to design effective POP displays, businesses can make the most of high-traffic areas in their stores.

The POP is more than just a location for transactions—it’s where consumer choices are shaped. It’s the moment when products are spotlighted and purchasing decisions are influenced. POP displays enable businesses to showcase their products effectively, leveraging impulse buying behaviour to drive sales.

The blog explores the benefits of POP innovations and types of Point of Purchase, as well as some insights on POS vs POP.

Defining POP: What It Really Means

Point of purchase (POP) refers to the location in a retail space where products and promotional materials are displayed to attract customers. This area is vital for influencing buying decisions, as it’s the point where customers make final choices before making a purchase. 

POP displays can be found in physical stores or online, serving as a way to highlight specific products or offers. These displays can take many forms, from printed materials placed near products in brick-and-mortar stores to digital signage on eCommerce websites. 

In retail settings, customers often enter stores with a general idea of what they want but not always with a clear decision on the exact products to purchase. This is where POP displays come into play. By placing promotional items in key areas, retailers can gently nudge shoppers towards making a buying decision.

POP displays come in various types. Temporary displays are commonly used for short-term campaigns or seasonal promotions. These include lightweight options such as cardboard displays. 

These displays can also be made from plastic materials like PVC or PET, which offer durability while still being designed for temporary use. Another option for temporary displays is folding carton displays, which are made from paperboard and can be customised with bold graphics to attract attention.

For marketing efforts that require a bit more permanence, semi-permanent displays provide a more durable solution. These displays are often made from materials like metal or wire, which allow for both longevity and flexibility in presentation. 

Wire rack displays, which are versatile and can be easily rearranged, are another popular option for these types of displays.

Permanent POP displays stay in place for long periods, providing consistent brand visibility. Customised fixtures are made to fit specific products or branding requirements, creating a tailored experience for customers. Built-in displays are often integrated directly into store shelving, allowing products to be prominently featured without additional fixtures. 

In both physical and online stores, POP displays can be essential tools for driving sales. 

How POP Fits Into the Shopping Experience

Point-of-purchase (POP) marketing strategies can significantly enhance the shopping experience. Here’s how POP can fit into the overall shopping experience.

Offers During Checkout

Even after a customer has decided to purchase, there’s still a chance to increase the order value. Online stores can promote additional products or discounts at the checkout stage. 

For instance, offering a discount on a related item or suggesting products that complement the shopper’s cart can prompt them to add “just one more” item. These small offers can be highly effective in boosting final sales figures.

Free Shipping Thresholds

Many online retailers use free shipping as an incentive to increase cart size. By setting a minimum order amount for free shipping, businesses can encourage customers to add more items to their carts. It’s important to determine an appropriate free shipping threshold that balances customer motivation with profitability.

Personalised Recommendations

Using data from previous browsing behaviour, businesses can suggest products tailored to a customer’s preferences in real time. This personalisation can increase the likelihood of additional purchases. 

Many eCommerce platforms include tools that allow stores to show related items or best-sellers that interest customers, customising the shopping experience.

Membership and Loyalty Programmes

Membership programmes that offer rewards for purchases, reviews, or even store visits can motivate customers to continue buying. Additionally, offering special deals or discounts to members when they log into their accounts can increase repeat sales. These programmes also create a sense of community and connection with the brand, making customers more likely to return.

Social Proof Metrics

Online shoppers often rely on the opinions and experiences of others when deciding whether to purchase a product. By showcasing customer reviews, ratings, and social media mentions on product pages, businesses can build trust and highlight the popularity of items. Displaying trending products or featuring positive feedback can help boost consumer confidence and encourage additional purchases.

How to Use POP Marketing to Boost Sales

Point-of-purchase advertising helps draw attention and promotes immediate shopping. It works effectively both in physical stores and online platforms.

In physical stores, POP marketing often involves eye-catching displays placed in areas with high customer traffic, such as near checkout counters or at the end of aisles. Bright colours, large fonts, and visually striking images grab attention quickly. 

For example, placing candy or small gadgets at checkout lines tempts shoppers to make impulse purchases. Highlighting product uniqueness, like limited-time offers or discounts, further increases the appeal.

Online POP marketing uses personalised strategies. eCommerce platforms often use pop-ups or product recommendations to engage customers during their shopping journey. 

For instance, when a customer is about to check out, they may see an offer for complimentary products or discounts that encourage them to add more items to their cart. 

Tailoring POP displays to specific audiences makes them more effective. A well-designed display or online offer reflects the interests and preferences of the target shoppers, making the product more relatable. Adding storytelling elements, like showcasing a product’s origin or unique benefits, further builds interest.

Choosing the right location is another key factor. Displays should be placed strategically to ensure maximum visibility, such as near-related products. For example, a display featuring sauces might be positioned near pasta aisles to inspire customers to buy both.

Keeping the POP innovation simple and action-focused helps customers decide quickly. Words like “Grab yours now!” or “Limited stock!” create urgency and encourage buying. These techniques ensure that POP marketing boosts sales in both physical and online stores.

POS Vs POP Marketing: What You Need to Know

POP (Point of Purchase) and POS (Point of Sale) marketing play unique roles in shaping customer experiences during shopping. While they are closely related, each serves a distinct purpose in the buying process.

Point of Purchase advertising focuses on influencing customers when they encounter products in the store or online. This phase is where buying decisions often take place. Strategically placed product displays, banners, or promotional stands are examples of POP techniques. 

These methods aim to grab attention and prompt immediate interest, encouraging customers to add items to their carts. The effectiveness of this stage lies in its ability to connect with customers when they are exploring options.

On the other hand, Point of Sale marketing targets customers as they finalise their purchases. This typically occurs at checkout counters in physical stores or during the payment process on an eCommerce site. 

POS systems often use smaller items, promotional offers, or add-ons near the checkout to tempt customers into making quick, additional purchases. By offering last-minute deals or convenience items, businesses can increase the overall value of transactions without requiring much extra effort from the shopper.

Both POP and POS serve as key stages of interaction between the retailer and the customer. POP focuses on driving interest and decisions, while POS systems ensure a smooth transition into closing the sale. Combining these approaches effectively helps retailers maintain customer engagement from browsing to the final transaction.

How Can Shiprocket Impact Your Sales?

Point of Purchase (POP) decisions greatly influence sales, and partners like Shiprocket can make the shopping experience more seamless. By improving delivery accuracy and reducing checkout time, we encourage customers to complete their purchases efficiently.

Shiprocket uses advanced technology to help you optimise your eCommerce operations. Offering features like address autofill during checkout reduces cart abandonment and enhances customer satisfaction. These small improvements at the point of purchase can lead to better sales outcomes.

It offers a range of tools like bulk order creation, a courier recommendation engine, and inventory management. These features enable you to handle logistics without delays, ensuring timely deliveries that impact the customer’s decision at checkout.

Conclusion

Point of purchase (POP) is a key element in the customer journey, affecting how brands engage with consumers. It goes beyond just the transaction area, involving the hardware and software that support the sale. POP marketing includes a variety of methods that can influence buying decisions. 

With the growth of AI and digital tools, businesses now have new ways to connect with customers both in-store and online. These advancements give retailers fresh opportunities to shape customer choices and improve sales, making POP an important focus for businesses aiming to boost their performance.