We all know the important role marketing plays in brick-and-mortar retail. It can be tempting to buy into the idea that products and fancy packaging speak for themselves, but this line of thinking may be costing you big. Enter point-of-purchase (POP) marketing.
Traditional marketing works to help consumers evaluate products or service options and decide whether to make a purchase or peace out. There are various methods for accomplishing this, but they have the same goal in mind: using words and images to persuade them to buy. Point-of-purchase marketing, however, is a bit different; sure, they’re designed to inspire a purchase, but they are strategically designed for grab-and-go items and placed in the highest-trafficked parts of the store. Especially in areas where shoppers are already susceptible to last-minute sales influence.
Traditional marketing works to help consumers evaluate products or service options and decide whether to make a purchase or peace out.
Topco Sales has used POP displays for years to help retailers harness shoppers’ inherent responsiveness to their own curiosity and impulse, and four of our newest POPs require a minimal footprint and fit perfectly next to the cash register.
Small Footprint, High Traffic
The name alone, “point-of-purchase marketing,” is a clue as to one of the most effective ways to utilize these units: place them anywhere your customers go to make their purchase. If your shoppers frequently stand in line, set up POPs and tempting impulse items where they wait — especially small inexpensive items.
Anyone who’s shopped at a Sephora cosmetics store knows how effectively they use POP marketing. Along the length of their checkout line sit displays featuring small travel-size — and low cost — items that shoppers literally cannot avoid seeing while en route to the register. Have you ever wondered why this is so effective?
• It’s not about convincing customers to make a purchase; they are already in line and ready to hand over their money, thus more likely to buy an additional product – especially if that product won’t significantly increase the total price of their purchase.
• Placing relevant items in your customers’ path can serve as an effective impulse-purchase trigger or reminder. Topco Sales’ displays for our full-size Climax Bursts water-based lubricants offer customers a convenient way to grab a sensual item they already use, prompting them to stock up on staples.
• An engaging display lessens the likelihood of customers walking out empty handed after seeing a long line at check out by transforming the typically unpleasant waiting experience into a continuation of the shopping fun.
While displays at or near the register are effective, you have myriad opportunities to employ POP marketing throughout your store. Displays placed at various points around your sales floor, like endcaps or next to complementary products, can help boost sales not only by inspiring low-cost impulse buys but also promoting cross-sales.
Easing the Fear of Commitment
Fear of the unknown often can keep customers from purchasing new or unfamiliar products, which is why Topco Sales reps recommend customers display a pillow pack POP next to full-size containers of the same product. Rather than invest in a large bottle of something they might not like, they can pick up sample sizes and test them out first.
While our Prolong Plus Male Enhancement Gel is available in full-size .25-ounce tubes, we also stock a 48-piece POP candy bowl of pre-filled applicators that gives shoppers the perfect introduction to this popular product. This is great for repeat sales and return customers, especially when they are ready to come back for the bigger size – and maybe a sex toy to match!
This strategy can also be employed with non-cosmetic items. Our Penthouse Pop-a-Pet POP display comes pre-stocked with 10 strokers made of remarkably lifelike CyberSkin, and it’s made to stand at eye level so shoppers get a full view. Placing a tester unit next to the POP lets shoppers get up close and personal with the product with a try-before-buy experience that can influence their decision even more.
Create a POP Pop-up
The pop-up shop concept, where a company temporarily sets up shop in another retailer’s establishment, has become increasingly popular in recent years. These pop-ups help create excitement on the store floor with an engaging presentation and, knowing it won’t be there for long, a sense of urgency to purchase before product runs out.
For example, a store might feature an “All About Oral” pop-up shop that features flavored lubricants, mini vibrators, positioning props, and more from a variety of brands. In this pop-up, a retailer could utilize oral sex enhancers together with mini vibes and oral sex-centric accessories with impressive results.
Shoppers may have come into your store to pick something else up, but this kind of eye-catching marketing inspires additional purchases and may even help start a conversation with a staff member. During higher-traffic sales seasons, like Valentine’s Day or Halloween, giving these POPs a theme also adds a visual element that puts shoppers in the holiday spirit.
Possibly the most effective use of POP displays is to help communicate sales features and benefits using a small amount of space and no need for a salesperson to follow a script. This is especially useful for smaller stores that don’t have the need for a large staff — effective POPs not only attract attention and inspire a purchase, they also clearly and effectively tell curious shoppers exactly why they must take this product home today. Topco Sales’ POPs use eye-catching color schemes with clever taglines that draw customers in, and each has a clear bulleted list of the product’s most important features. With one look, a shopper knows exactly what they’re about to buy and how to enjoy it, all without anyone uttering a word.
Autumn O’Bryan is the COO of Topco Sales.