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Point of Sale Display
In retail, out of every ten things that consumers buy in stores, seven are decisions made at the shelf. Nielsen reports that the average grocery store has 30,831 competing items, while even in single-brand stores, consumers often change their mind and abandon a purchase. Maximising the odds of a sale is therefore a relevant goal for all physical retail, which is where point-of-purchase (POP) and point-of-sale (POS) signage and display becomes crucial. From attractive packaging to optimised facings, eye-catching fixtures, and persuasive signage, Lime has helped clients develop POP and POS marketing materials (also called ‘POPM’ and ‘POSM’) that boost sales and build brand loyalty.
What are POP and POS materials?
POP and POS materials are signs or merchandising aids in retail environments, aimed at encouraging customers to buy a product or interact with it in a way that increases its salience amongst the choices that they are considering. Shelf-talkers, banners and clings are some examples of POPM / POSM.
What is the difference between POP and POS?
Although the terms are often used interchangeably, point-of-purchase (POP) refers to any place in a store where a customer decides to buy (i.e., chooses) a particular product, while point-of-sale (POS) is where they complete the purchase — typically the cash register or checkout counter.
Consequently, POP materials are usually focused on promoting a product over other similar / competing products, whereas POS materials try to promote impulse purchases.
How effective is POP or POS signage?
POP and POS signage can increase sales by 9.4% on average, and sales lifts in excess of 90% are also not uncommon, as evidenced by studies. Aside from increasing sales volume, businesses also use POP and POS materials to achieve goals such as driving trials, brand loyalty, data acquisition (via coupon redemption, for instance), and revenue.
Lime’s specialists craft POP and POS materials with design and copy that guides customers through the attention, interest, desire, action pathway, to fulfil your business objectives.