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TweetPoint of sale display stands, or point of purchase display stands, are something you’ll undoubtedly be familiar with, even if you don’t realise. How many times have you seen that chilled cabinet filled with cans of coke? Or that giant rack, groaning under the weight of countless copies of Take A Break, Hello, NME and Gardeners’ World? What about the neatly ordered stacks of cigarette boxes behind the counter of your local supermarket? Each one of these is a perfect example of a point of sale display stand.
The general idea behind a point of sale stand is to try and draw the attention of shoppers. As I’m sure you know, not everyone who walks into a shop walks in with an idea of what they want to walk out with. Some might have a vague idea – usually ‘I’m hungry’ or ‘I’m thirsty’ or ‘I need something to read while I wait for my bus’ – but people rarely enter a shop thinking ‘I need to buy four tins of tuna, a loaf of bread, a jar of pasta sauce, two magazines, a toothbrush and a bag of bananas.’
Enter the point of sale stand, with its large size, stand-alone display format and bright colours. Designed to lure in aimless shoppers, many are plastered in brand identity that the customer registers without conscious thought, or illuminated by fluorescent lighting to catch the eye. Their usefulness and success as an advertising strategy is self-evident – how many times have you found yourself at the the checkout of a supermarket, only to find that you’ve absently picked up a pack of chewing gum on the way past the rack beside the tills?
This is a great way to ensure that seasonal goods, or items with an upcoming sell-by-date are sold in time to ensure a profit.
The motivation behind a shopping outlet putting up a point of sale display stand varies from shop to shop. Larger, chain stores like supermarkets or clothing companies, will often set up a stand to advertise their own new products, or products of their own that may have sold particularly well in the past. By contrast, smaller, less well-known businesses will more commonly advertise products by bigger brand names, relying on the pre-existing impression of quality attached to an established brand name, in order to generate more sales.
By luring in unfocused consumers, stores aim to capitalise on their inclination to make impulse purchases – buying goods without pre-meditation; simply seeing something and thinking ‘I want one of those’. In order to achieve this goal, successful shop owners will pursue one of two strategies. Either goods with a proven record to sell well will be displayed prominently, in the hope that the consumer will need less persuading to buy the product in question, or less successful goods, approaching the end of their saleability, often at a reduced price.
Point of purchase display stands can be a fantastic addition to your marketing strategy. Their well-documented success in attracting the attention of ‘floating’ shoppers can increase your profits by a considerable sum. Try it for yourself – put up a stand of fresh bakery produce or advertising a special offer on a new product and watch them fly off the shelves.
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