NFIB

Point-of-Purchase Displays
09/ 13/ 2002

by Vicki Gerson

Regardless of what you sell, you can increase a productÆs impact on potential customers by setting up point-of-purchase displays.

Many of these point-of-purchase displays are used for impulse items. Think of what you see at the checkout counters at grocery stores, drug stores and video stores. These small point-of-purchase counter displays hold gum, candy, batteries, magazines and breath mints, and are quite effective in getting the consumer to add on additional purchases while waiting in line.

Point-of-purchase displays can also benefit business owners with larger products to sell. These displays are changed frequently in order to generate maximum visibility and profit for the retailer and manufacturer. Here are four types to consider.

Floor displays

Floor displays, also known as dumps, can be extremely effective. Think about the location because you want maximum viewing. Remember the last time you were in a grocery store. Most likely, there were quite a few floor displays. If a cookie manufacturer is promoting a new product, a floor display may be found at the start of the cookie aisle, in the middle of the aisle near the brand or near the front of the store to tempt shoppers before they even pull out their grocery lists.

A floor display is usually fabricated out of card stock. Manufacturers use the floor display for their top brands, current promotions or new product introductions. Floor displays can also be more elaborate and include sound or motion.

Shelf talkers

Shelf talkers are signs that appear beside a given product on the shelf. This is a cost effective way of drawing attention to the product being promoted. A business owner only needs to provide brief copy to grab the consumer's attention.

End caps

End caps are point-of-purchase displays at the end of an aisle. They hold everything from shampoos to hair dryers to tools. Consumers tend to purchase products they see on end caps because their attention is drawn to the display. End caps cost very little effort because the products are sitting on shelves that are already set up.

Posters

Posters have limited use. They can be used more successfully to promote products consumers already know rather than to introduce a new product. Video stores use posters to advertise new releases. If you use posters, make sure they are colorful and eye-catching.

Point-of-purchase displays are a good investment of your marketing dollars. Take another look at your products and decide which ones need the extra push a point-of-purchase display can provide.

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