Chapter 1: What Are Custom POP Displays? | Guides from CDN

Custom POP displays are a strategic tool that consumer products companies can use to promote their merchandise in retail stores. These displays influence buyer behavior in favor of your brand. Investing in these marketing fixtures can help grow your business and expand your customer base. In this chapter, you’ll learn what POP displays are and how they can enhance your marketing efforts.

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What Does POP Mean?

The abbreviation POP stands for point of purchase. The point of purchase is where a consumer decides to buy a product. In other words, it’s the physical area inside a retail store where consumers encounter merchandise and promotional materials. Marketers utilize the POP to plan product displays and other marketing efforts. It’s a critical area where you can appeal to customers before they make their final purchase.

POP vs. POS

The term point of purchase (POP) is often confused with the term point of sale (POS). While they both relate to areas within a retail store, the point of sale specifically refers to the checkout area. Examples of product displays within the POS include a magazine rack next to the conveyor belt at a grocery store or a selection of candy bars beside the register at a gas station.

The POS has limited space, making it ideal for marketing smaller impulse items like gum, candy, bottled beverages and snacks. Retail stores often use this area to promote single packaged items. Since the point of purchase covers most of the store, the uses for POP displays are more extensive. You can promote products of all shapes, sizes and categories. There’s room for bigger retail displays to promote larger quantities — like a six-pack of soda rather than a single bottle.

What Are POP Displays?

A point of purchase (POP) display is a marketing tactic used to showcase your products. These displays are separate from traditional shelves, typically located at the end of aisles or in open spaces around the store. Retailers place POP displays in high-traffic areas where shoppers are more likely to notice your products. They create a focal point that attracts attention and builds excitement. They can also introduce new and seasonal products, advertise sales promotions or simply attract more customers to your brand.

What Are Custom POP Displays?

Custom point-of-purchase (POP) displays are retail displays customized for your brand to help your products stand out from competitors. On a cluttered shelf with dozens of other items, it’s challenging to set your products apart from similar items. Custom in-store displays are designed specifically for your merchandise to achieve marketing objectives. POP displays position your brand in a prime location where customers are more likely to notice your products and add them to their carts.

What Is the Purpose of a POP Display?

POP displays serve many purposes, from highlighting product features and growing your customer base to boosting sales. Here’s why you should add POP displays to your retail strategy:

• They separate your products from crowded shelves so more people will notice your brand.
• They target customers you may not reach otherwise.
• They boost revenue. According to the Path to Purchase Institute, businesses reported a 24% increase in sales from temporary POP displays.
• They entice customers to make impulse purchases.
• They provide a second location to display your products, in addition to traditional shelving.

Stock vs. Custom POP Displays

The key to effective POP displays is pairing eye-catching designs with easy-to-understand messaging. Stock displays lack the uniqueness and differentiation required to stand out from the crowd. Customizing your POP displays with striking graphics and persuasive information can impress your customers and boost sales.

Every product is unique, which is why you need a custom display to showcase your merchandise. For instance, heavy items require a robust fixture, while a collapsible frame is more convenient for reusable seasonal displays. There may not be a stock display to accommodate the size and shape of your merchandise. In which case, custom POP displays are the obvious choice.

Custom POP displays allow you to create attractive fixtures tailored to your merchandise. To achieve your intended results, you can choose every detail, including the color, size and configuration. Creating your own retail display allows you to design a beautiful and functional unit for your products.

How Are Custom In-Store Displays Made?

Much like designing a new product, creating a custom display requires time, effort and creativity. Partnering with a leading designer and manufacturer can help you bring your vision to life quickly and efficiently. Here’s an overview of the process:

1. Design: If you have an idea of the POP display you want to create, a team of designers will sketch out a few potential design options. They’ll use their expertise to bring your vision to life and create a unique display that meets standard retail specifications. If you’re unsure where to start, an experienced designer will work with you to create a design that reflects your brand and highlights your products.
2. Prototyping: Once you’ve settled on a design, the team will create a prototype before manufacturing begins. Seeing the physical display is much different than looking at a drawing. Now is your chance to make tweaks before your order is finalized. Your designers will work with you to make any adjustments. A tangible prototype allows you to visualize every detail, so you feel confident signing off on your final display.
3. Printing: Next is the printing stage. Advanced printing technology adds vibrant colors, logos and images to your display. Clean text and clear imaging make your displays look high quality. You can select from various printing options to achieve your desired finish and color scheme.
4. Manufacturing: After all of your materials are printed, the manufacturing process begins. The individual pieces are combined to create eye-catching POP displays.
5. Distribution: When your displays are finished, the manufacturer will assemble and transport them to your facility.

Creative Displays Now provides superior custom printing capabilities for a sleek, professional look. We craft your displays in-house to maintain control over the project’s timeline and deliver your displays exactly when you need them. As a result, we have an on-time percentage of over 99%!

Create Your Own Custom POP Display

Point-of-purchase (POP) displays are an integral tool for your retail marketing efforts. A great display can capture more consumer attention and lead to higher sales, whereas a lower quality display either won’t affect consumer behavior at all or can even damage consumer opinions of your brand. Partnering with a POP display manufacturer you know you can count on will help you to acquire custom, high-quality displays with a high ROI.

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When it comes to making the highest quality displays, a number of different factors should be considered. Here is what you need to think about when it comes to choosing the right POP display manufacturer for your needs.

Structural Capabilities

Ensuring that your displays will hold your products long-term is the first step to a long lasting POP display that will bring you the most value. Working with an established packaging company with in-house structural engineers will ensure that displays will remain intact through shipping, in-stores, and in reuse for many years.

The International Safe Transit Association (ISTA) lays out guidelines for testing packaging in order to minimize damage during shipment. Jamestown Container’s ISTA-certified testing lab and team of packaging engineers ensure structural integrity both now and in the long run.

ISTA and other structural testing upfront will help you rest easy, knowing your products are well-supported in retail stores, reducing your risk of product damage. A well-structurally-designed POP display will also be easy to set up, tear down, and refresh as new campaigns come about. The base of your display will last for a long time, costing you less money down the line and making new packaging programs a breeze.

Visual Design Capabilities

You’ll also want your display to be eye-catching and a good visual representation of your brand. In order to make your vision a reality, you’ll need to work with a POP display manufacturer that has the visual design expertise to breathe life into your next packaging program.

Extensive printing capabilities will be essential for creating high-quality packaging that catches consumers’ attention. From flexo to digital printing, lithographic label printing and mounting, custom die cutting, and beyond, a variety of methods can be used and combined to achieve the specific look you’re after.

On top of having the right equipment to fulfill a design, printing expertise like precise color-matching, correct placement, and consistency between runs will also be essential to the quality of your final displays. Choosing a POP display manufacturer with extensive experience will reduce printing mistakes and improve both processes and the final products. Plus, an experienced packaging company will be able to weigh in on designs and the best methods to use in order to fulfill them.

Ease of Moving, Constructing, and Deconstructing

Functionality is incredibly important when it comes to creating long-lasting displays. As mentioned previously, a well-structured display should be able to be put together, taken apart, and repurposed easily, giving you the most return for your investment.

Displays that consist of pieces that are easy to put together, take apart, carry, and ship, will save you and retailers ample time in the long run. By using well-designed display pieces, you’ll be able to improve fulfillment processes for retail stores, getting your products and accompanying displays into stores more efficiently.

Delivering an easily built, high-quality display that follows retail guidelines will also keep you in good standing with your retail partners. Retailers need products on time, in great condition, and accompanied by high-quality packaging and displays. With the right partner, you’ll be able to easily deliver on all of those fronts.

Recyclability and Reusability

Corrugated is one of the highest recovered materials available for packaging. Due to this, companies that use corrugated packaging and displays are more likely to attract a more eco-conscious general consumer base than those that regularly use less sustainable materials like single-use plastic.

Working with a corrugated manufacturer for your POP displays is ideal, since corrugated is both a strong and easily recycled material. Plus, the strength of corrugated means it can last for a long time, giving it a longer lifecycle and, therefore, a higher chance at bringing more value in sales than its cost. This ultimately helps your packaging create value — both for your company through its ROI and for consumers by aligning with their sustainable initiatives.

Jamestown can build a multi-functional base that helps you save money and material when it comes time to refresh your program. So the next time you need to change out your visual design on a display, instead of a full rebuild, you’ll already have a sturdy base to reuse combined with new elements that keep your packaging program fresh.

Jamestown is the POP Display Manufacturer You Need