The use of floor and counter displays can make In-Store Communication more effective and increase your brand’s revenue.
Just take a look at any store or shopping centre to understand the importance of these elements and assess the care with which companies make them.
Even in the digital age, communication through physical elements that people can touch and not just see through a screen continues to carry some weight.
Let’s see the characteristics and advantages of POP materials and window signs together.
POP materials for your in-store communication
Let’s start with a clarification: POP stands for “point of purchase”.
POP materials are In-Store Communication tools used to promote products and brands.
Through the correct placement of POP materials in-store, it is possible to reach an increasing number of consumers and thus achieve a Return on Investment (ROI) that is significantly higher than the expenditure incurred.
Two types can be distinguished according to the raw materials used to make them:
- Durable POP materials
- Non-durable POP materials
The first are disposable tools usually made with short-lasting raw materials, while the latter are those that have an impact on the layout of the store, such as the creation of interactive spaces, demo areas, display structures or corners, real architectures inserted inside the store.
But why should these Visual Communication tools be part of corporate communication? Is it just a question of ROI, or are there other reasons? Let’s see in detail what POP materials’ fields of application are and what other advantages they could bring to your brand.
How to make In-Store Communication more effective with POP materials
The main field of application of POP materials is certainly In-Store Communication, since it is a context in which the relationship between consumer and product is immediate, and therefore the user will be more willing to receive further stimuli and influence to purchase.
Let’s think, for example, of the cosmetics industry. Those who will find themselves in a make-up shop to buy a perfume could easily be persuaded to buy a nail polish if communicated correctly through In-Store Visual Communication.
What would it take? A unique commercial proposal, attractive graphics and placement of the Call to Action strategically within the customer’s purchase path.
In simple terms this means that the POP material with which your company wants to communicate the launch of a new polish at a low promotional price will have to be correctly constructed from the point of view of Visual Marketing and correctly placedinside the store from the point of view of Visual Merchandising.
The benefits outweigh the costs of POP materials
The cost of this promotional activity? It will be significantly lower than the costs of large advertising campaigns in the classic media, which shows that unexpected revenues can be achieved from a small investment both in economic and image terms.
It is therefore not only a simple return on investment but also a real brand engagement campaign. This is what happens, for example, when a new pharmaceutical product is launched.
Think of the winter season, during which we commonly find ourselves faced with dozens of new discoveries for treating seasonal ailments. Good In-Store Communication within the pharmacy, especially if accompanied by a personalised shopping experience, will help the user to easily recognise the new product and, in some cases, even make a trial purchase.
What happened? A brand that was unknown until moments before is now much closer to the consumer’s personal sphere. Repeating the purchase, in the future, will be almost automatic.
Floor stands are POP materials that are placed on the ground.
Their purpose is to exploit the channel of non-verbal communication to promote of the product for sale or display only. They are usually large, which is why they are well suited to large or crowded stores, so that they can be seen from a distance and guide the customer’s movements within the store.