A Point of Purchase or POP display is marketing material or advertising placed next to the merchandise it is promoting.
The difference between a point of purchase (POP) and point of sale (POP)
POP and POS cater to the same point – where a transaction is made, and a product is purchased. The point of purchase refers to the larger area surrounding the cash register, the small aisle you walk through displaying the delicious chocolates, luxury nuts, and potato chips. The point of sale is where the actual transaction takes place: where the goods are scanned, paid and bagged.
Why should you use POP?
The point-of-purchase displays have the added advantage of creating an additional space, a secondary display, for your products. The main focus of a point of purchase display is to draw consumers’ attention and increase their basket size, as well as enhance their shopping experience.
Who uses Point of Purchase?
POP is generally used by brick-and-mortar retail stores to prompt customers to make last-minute purchases. The displays are mostly provided by the manufacturer of that particular product(s) on display.
Point of purchase should form part of your marketing toolbox
Your store’s point of purchase should form an integral part of your marketing strategy. Any tool that can be used to improve your positioning is a valid approach towards communicating with your target audience.
Signage as POP
Signage can take the form of hanging displays and posters or they can be mounted on store shelves. As long as the signage doesn’t interfere with or annoy the customer, they’re a great way to draw attention to a new product, or one that’s on sale, as well as seasonal items. Signage can be thought of as a silent salesperson: it can keep a customer in a store and interested when the store is busy and the salespeople cannot get to them.