In a previous blog we discussed how some of the products D+M Metal Products makes enable the fulfillment economy to function. Fabricated parts truly make the world go round. They can also be found in brick-and-mortar stores near you, often in the displays most likely to catch your eye, the point-of-purchase display and the point-of-sale display. If you don’t know what these are or how fabricated parts factor in, read on.
When you go to a store, whether it’s a drugstore, a grocery store, or a big box store like Sam’s Club, you are guaranteed to see displays in all different shapes and sizes that are designed to help that retailer sell featured products. Those products are often seasonal, ranging from Easter candy to 4th-of-July sparklers to canning supplies. The placement of those displays, along with their advertising, are designed to catch the customer’s attention and encourage a purchase.
When the displays are next to a check-out counter or station, as is often the case with candy and magazines in the grocery store, these are called point-of-sale - or POS - displays. The goal of a point-of-sale display is to increase customers’ impulse purchases. If you’ve ever grabbed a pack of gum or a BIC lighter while in line to check out, you know how effectively they work.
Point-of-purchase - or POP - displays serve a similar function, but they are located around the store in a variety of places. They are placed where customers make purchasing decisions to encourage them to buy featured products. Because there are so many items competing for customers’ attention, point-of-purchase displays’ marketing will be designed to stand out. In large stores they will often appear in wide aisles known as “action alleys” where there is plenty of foot traffic. Approximately 30 percent of consumers will make a purchase they did not intend to buy before they came into the store. POP displays seek to influence and guide those decisions.
Temporary POP displays are often made of cardboard, but more permanent displays will be made using metal parts. They come in a wide variety of shapes and sizes and are very versatile. They can be set up to display one product and then broken down and reassembled at a different time to promote another. Customers are familiar with these types of POP displays:
- Freestanding displays
- Dump bins
- Endcap displays
Point-of-purchase displays are much more customizable than store shelves. At D+M Metal we work with retailers, assisting them with design for display manufacturability and material utilization and providing the metal parts that make them up. We can help your fixture designers reduce their costs and offer suggestions that will enhance the overall look, performance, and versatility of these products.
When it comes to point-of-purchase displays, don’t settle for standard when you can get exactly the enhancements in fixtures your products require. If you don’t know exactly what you need to maximize the effectiveness of your display, our experienced engineers can work with you to figure it out. Call us today to talk about how we can help create the product displays your business needs to be competitive.