Marketing Tactics: 6 Benefits of Using Point of Sale Displays

  • Michael Grant
  • January 4, 2019

It is an extremely common occurrence that something set up on a display in a store catches the eye of a customer and he or she ends up adding the item to their purchases. These are called point of sale purchases and because they are so effective in increasing sales, most if not all retailers use them.

If you own a store and are in the minority that does not utilize point of sale displays, below are advantages to using them. Combined with your other store fixtures and retail display shelving, your point of purchase displays will positively impact your business.

Here are the six benefits of using these displays:

1. Increase in sales

The most obvious reason why you should consider using point of sale displays are because they have proven to increase overall sales. According to studies completed by the Point of Purchase Association International (POPAI), 82 percent of buying decisions are not made until a customer is inside of the store. This means that sometimes a person will not purchase something until they see it.

Point of sale displays draw attention to products because they are typically eye-catching and are strategically placed in areas where customers are most likely to see them. If your business is not utilizing these types of displays, you are probably missing out on significant revenue from sales.

2. Increase awareness

Consumers are constantly bombarded with information about products they need and should purchase. While your business may sell a large variety of products, point of sale displays are effective because they are targeted, allowing a potential customer to filter out everything else and focus on the product on display.

Point of sale displays include only information related to the item being exhibited, meaning a customer can learn about it and make an informed decision. This is effective when the customer is in your store because they are already in a mode of purchasing things so they just may add an item on display to their list of purchases.

3. Draws attention

Point of sale purchases are exceptionally helpful to draw attention to your items on sale. They allow you to separate these items from others that are available at regular price and the fact that 88 percent of all impulse purchases are made because the item was on sale makes this a smart, strategic move.

4. Versatile

Point of sale displays are also beneficial because they can be altered to suit your needs. Signage, logos, and additional information can be added to your displays to draw attention to sales or new products and can easily be changed when required. These types of displays are also effective in increasing sales because you can use them when cross-selling.

5. Attracts impulsive purchases

People often make impulse purchases that involve items that relate to the item they attended to originally buy and point of sale displays allow you to increase these occurrences. For example, a display that includes a new kind of toothpaste can be strategically placed beside a display with toothbrushes and dental floss.

This tactic will often entice customers to buy additional items that are associated with the item they were already going to purchase.

6. Variety

You may need to be mindful of factors such as store setup and space available when considering point of sale purchases but the good news is there are so many available that you will definitely be able to find one that suits your needs. Point of sale displays are available as floor displays, counter displays, shelf signage, and posters.

Depending on your preference, you can start using one or a combination of a few of these types of point of sale displays to see what is working. You can then alter your approach based on sales of the products that are displayed.

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Hello, my name is Michael and I'm a cancer survivor. I'm also a home entrepreneur and stay-at-home grandfather. In the past thirty years, I've dabbled in the the financial sector, the technology industry, as well as a little business consulting. I guess you can call me a jack of all trades!


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