By: Andrew Levi, CEO of Blue Calypso
The traditional shopping path to purchase is no longer a simple straight-line journey with five steps: awareness, familiarity, consideration, purchase and loyalty. These days, it is a web of interwoven arrows moving in all directions. There are a multitude of online and offline factors that influence consumers’ purchasing decisions throughout the process. Brands can no longer focus on one or even two channels to reach potential customers. Instead, they must play an integral role through the entire journey.
Most marketers understand we live in a digitally driven society and realize how important it is to have a strong online and social media presence. Additionally, traditional marketing efforts, such as tailored print and TV advertisements, are still popular and can be an effective way of reaching large targeted audience groups. However, marketers are forgetting about one essential piece of the puzzle.
There is a major opportunity missed if brands are not integrating traditional marketing efforts with the in-store experience. Shopping in traditional brick and mortar stores is not going away, despite the popularity of online purchasing. In fact, according to a PwC 2015 annual survey, only 27 percent of consumers shop online weekly. This means 68 percent of consumers stated they intentionally browsed products at a store but decided to purchase them online, while 73 percent say they have browsed products online but decided to purchase them in store.
Consumers still find the in-store experience of seeing and picking up the products an integral part of the purchasing journey and, therefore, brands must capitalize on this environment through point-of-purchase (POP) displays. These displays come in a variety of sizes and shapes, but all have the purpose of attracting a consumer’s eye and standing out among their competitors.
In order to have effective in-store marketing, POP displays must be visually appealing and engaging to shoppers. Consider the following tips when deploying POP displays:
- Understand your target audience’s preferences
Who are you trying to reach? Young females? Older men? Keep your target audience in mind when making all design decisions, from colors and fonts to graphics or videos. POP displays are meant to increase in-store sales so understanding your audience’s preferences is essential to attracting their attention.
- Engage the consumer and appeal to their emotions
It’s no secret that effective advertising appeals to a consumer’s emotions, and POP displays should be no different. The display itself as well as the graphics, words or elements on it should be humanized so shoppers can relate to the brand and understand the message and why they should buy your product.
- Demonstrate how the product works
Demos via photos or an interactive screen can help the brand differentiate itself from the competition. The demos should be easy to follow, short and engaging so the choice becomes instantly clear on which product is best.
- Make it easy for consumers to pick up the product
POP displays can come in the form of signage, floor mats, stickers or various shelf units. While all can be effective, it is ideal to have a display that hosts the product on it so it is easy for customers to grab and go, instead of searching for it in the aisles. Consider also deploying a floor mat or stickers leading customers to additional in-aisle products that are complementary to the product displayed.
- Design for durability, both in packaging and installation
Unfortunately, there are a lot of hands that handle your displays from when they leave the design shop until they are deployed in store. Ensure the packaging is durable so the display is not damaged and the installation instructions are simple. Additionally, the display itself should be made out of sturdy materials to withstand consumers or store staff members potentially bumping into it.
- Track the entire lifecycle of each display
Remember, no marketing campaign can be successful and help change consumers’ minds in store if the displays are not installed correctly. Brands must utilize a display management solution, like POPTrak™, to track the entire POP display lifecycle in real time for each of their unique displays. These solutions ensure no marketing dollars are wasted on displays that are installed incorrectly or sit in storage and never make it to the store floor.
As consumers continue to go in physical stores a high majority of the time somewhere along their purchasing journey, brands must take an active role in engaging them as they browse the aisles. POP displays can help the consumer choose between your brand and a competitor, so don’t lose the sale because the marketing stops at the store door. By spending marketing dollars on a mix of in-store efforts along with online and traditional means, brands are sure to see an increase in profitability and product sales.