Custom Point Of Purchase Display - By: Chris Lees

Advertising can be focused around many different things. There are lots of various factors that go into creating an effective advertising campaign. For instance, advertising professionals take into account the age of the potential buyer, the gender, whether or not this demographic has a family and so on. One of the main differences between targeting male and female buyers is the impulse factor.

Studies have shown, over and over again, that, in general, women tend to be more of the emotional type buyers whereas men tend to be impulse buyers. This is, as you might imagine, not a hard and fast rule by any means. There are exceptions that prove the rule but, in general, it's fair to say that women make purchases based on emotional factors and men make purchases based on impulse factors. So, when targeting male customers, advertisers often focus on the impulse urge.

Point of purchase displays are a good example of advertising targeted to impulse buyers. A point of purchase display, or POS display, is a display that is designed to catch the buyer's attention at the checkout counter. There are actually quite a few things that go into the design of such point of sale displays, but they are all usually designed around impulse purchasing at the point of sale counter.

There are many types of POS displays including floor display bins, window displays and counter displays. Some of them are open cases and some are closed cases. Either way, the main idea is to craft a display that uses specific marketing triggers designed to capitalize on the sometimes impulsive nature of making a purchase. A well designed point of sale display should not only focus on impulse buys, but it should also be aesthetically attractive in its own right and lead to an increase in sales.

Point of purchase displays work in as an up-sell of sorts. In the online marketplace, up-sells presented at the point of purchase, that is to say the landing page or sales page, typically convert at up to thirty percent. That makes a pretty good analogy to the brick and mortar world in regards to POP displays. The idea is the same. When people are mentally prepared to buy, it's a good time to hit them up for another additional purchase. Many studies have shown this as you'll easily discover for yourself with just a modicum of internet research.

POS displays are not a one size fits all solution to marketing up-sells. A good POP display is custom built according to the marketing strategy, demographic of targeted buyers, and other market tested and researched criteria. Care should be taken in choosing the right manufacturer, if you are looking for a top notch, custom pop display for your store. Common sense would suggest finding a pop display manufacturer who has been in business a while and has proven itself to be valuable to an impressive portfolio of stores and businesses.

About the Author

To find out more about custom point of purchase display cases visit Phillps Enterprises.

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