POP Fulfillment When You Really Need to Wow Your Audience

Topics: Marketing Fulfillment: Best Practices

If your brand is selling a commodity item—anything from cooking oil to road salt–it's completely fine to prop products against pallets in a warehouse-like retail setting. But when a product calls for a little drumroll, sizzle and positioning, a new wave of visual, tactile and emotional point-of-purchase (POP) displays is the way to go.

If your brand is selling a commodity item—anything from cooking oil to road salt–it's completely fine to prop products against pallets in a warehouse-like retail setting. But when a product calls for a little drumroll, sizzle and positioning, a new wave of visual, tactile and emotional point-of-purchase (POP) displays is the way to go.

In a competitive retail environment, creative use of point-of-purchase displays can set you apart from the dull roar of conventional installations. Manufacturers are now exploring everything from sampling to interactive and LED displays. But it's not just about wowing the consumer with interactive features and product samples—your display must motivate a shopper to buy your product.

As you consider the display format and design, get inside the head of your target audience. What is the in-store experience like for them? What competing messages must you combat?

All point-of-purchase displays, from traditional to wow, must "ATTRACT."

Activate your audience

A display will fail if it doesn't spur action—specifically, a purchase behavior. POP displays can encourage interaction through design elements that might incorporate physical demonstration or interactive technology.

Tell a complete story without the benefit of a salesperson.

"Tell it all; tell it now" is common PR wisdom, but it applies to your display as well. Your message must be both complete and compelling.

Take attention away from the competition.

Understanding the environment in which your audience will be seeing your display can help ensure that your format, creative, and copy effectively stands out from and positions you against the competition.

Resonate with your target audience.

Creative POP displays offer unique and effective visual experiences that stand out from more traditional shelf-mounted or hanging poster displays.

Assemble with a minimum amount of muss and fuss.

You need to ensure that those who will be setting up the display can do so quickly, conveniently and without fear of damaging the materials.

Convey key product benefits quickly and clearly.

That's most effectively done through a combination of graphics and copy, of course. But avoid telling your audience what they likely already know. Here's where you need to provide unique and relevant points to spur action.

Transform casual interest into action

What do you want your audience to do next? Scan a QR code? Fill out a form? Put a product into their cart? Be specific in your call to action.

Creating effective 3D POP displays isn't for the faint of heart. But if you can partner with a fulfillment vendor that has the demonstrated background, skills, expertise and results you need to feel confident in the partnership, great things can happen.

Do you have questions about fulfillment service ? Read additional Knowledge Center stories on this subject, or contact Iron Mountain's Fulfillment Services team. You'll be connected with a knowledgeable product and services specialist who can address your specific challenges.


Related

Is Your Fulfillment Company Part of the Problem or the Solution?
Is Your Fulfillment Company Part of the Problem or the Solution?

Topics: Cloud Backup | Marketing Fulfillment: Best Practices

When you think about all the things that can disrupt your business operations, you probably think of hurricanes, floods, earthquakes, fires, power outages and computer malfunctions. Companies should be concerned about such events, given the enormous losses left in the wake of disasters like Hurricane Katrina in 2005, and – more recently – 1,000-year floods in Tennessee, Kentucky and Mississippi; several blizzards along the Atlantic coast; and the annual outbreak of wildfires in California and Arizona.