In the world of retail, creating memorable and effective Point of Purchase (POP) displays is crucial for driving consumer attention and boosting sales. Retail POG (Planogram) strategies are at the heart of designing these impactful displays.
By following the best POG practices, brands can ensure that their custom retail displays stand out, engage consumers, and drive impulse purchases. In this article, we will delve into the best practices for creating high-impact POP displays that elevate your brand’s presence in retail spaces.
What is retail POG and why does it matter?
Before diving into the best practices, let’s first clarify what “Retail POG” means. A Planogram (POG) is a visual representation of a store’s product layout. It provides a detailed arrangement of where products should be placed on shelves or in displays to maximize visibility and sales.
When applied to POP displays, it’s all about positioning your products in ways that capture attention, encourage impulse buys, and align with the store’s overall merchandising strategy. For brands in the consumer goods sector, a well-executed retail POG helps create a structured shopping environment that leads to increased customer engagement.
However, when dealing with custom pop displays, it’s essential to ensure that the planogram is tailored for high-impact, off-shelf locations that go beyond traditional gondola setups. These additional displays need careful thought and attention to detail to achieve maximum sales results.
The role of custom POP displays in retail POG
Custom pop displays are designed to be flexible, creative, and specifically suited to a brand’s unique identity and target market. These displays can range from freestanding floor units to endcaps or countertop displays, including options like custom dump bins.
What sets these custom displays apart is their ability to showcase products in a way that engages consumers at the point of purchase. These displays typically attract more attention compared to standard shelf placements, which is why they are a critical component of the retail POG.
For executives working in fast-moving consumer goods (FMCG) companies, it’s crucial to understand the psychology behind POP displays. Well-designed displays not only highlight the products but also convey the brand’s message and purpose. This makes them a vital part of retail merchandising strategies, where the goal is to drive impulse purchases and encourage consumer interaction.
Best POG practices for POP Displays
Now, let’s explore some of the best practices when it comes to creating high-impact POP displays that align with retail POG strategies.
1. Understanding consumer behavior at the point of purchase
One of the foundational principles of retail POG is understanding how consumers behave when they reach the point of purchase. Research shows that a significant portion of purchases are impulsive, driven by the visual impact and strategic placement of products end cap displays.
When designing a custom pop display, it’s important to consider key factors such as product accessibility, visibility, and the emotional response you want to evoke.
- 1. Accessibility: Ensure that the display is easy to navigate and that products are within easy reach.
- 2. Visibility: Place high-demand or high-margin products at eye level, or in areas that naturally attract attention, such as near entrances or checkout counters.
- 3. Emotional appeal: Create displays that connect with consumers on an emotional level use colors, shapes, and messaging that resonate with your target audience.
2. Strategic placement is key
The placement of a custom pop display is one of the most critical aspects of a retail POG strategy. Whether it’s at the end of an aisle, near the checkout counter, or in a high-traffic area, the location of your display can make or break its effectiveness.
- Endcaps and aisle focusing: Endcaps are prime real estate in retail environments and should be treated as such. Use these spaces to showcase your product in large, eye-catching displays. A well-positioned endcap display can result in a substantial boost in sales by providing high visibility.
- Near complementary products: Strategically position your custom pop displays next to complementary products. For instance, if you are selling a coffee machine, place the display near premium coffee beans or accessories, encouraging customers to add more items to their cart.
3. Incorporate dynamic, interactive elements
Engagement is everything when it comes to custom floors displays. A great way to encourage customer interaction is by incorporating dynamic, interactive elements into the display. Modern custom pop displays often include digital screens, product demos, or QR codes that provide additional product information, discounts, or offers.
By integrating interactive features, you create a memorable experience that can drive customer loyalty and increase the likelihood of a purchase. For example, a customer scanning a QR code on your display could be directed to a product video or an exclusive online offer—encouraging immediate action.
4. Ensure consistency with the retail brand and the product’s identity
While custom pop displays are meant to stand out, they must still remain consistent with the overall retail brand and product identity. The retail POG strategy should include a cohesive look that aligns with the brand’s color palette, fonts, and messaging.
Custom displays should seamlessly integrate with the store’s visual merchandising. They need to feel like a natural extension of the brand while also being able to break through the noise and grab attention. Consistency in branding builds consumer trust and reinforces brand recognition, which ultimately leads to increased customer loyalty.
5. Keep it simple, yet compelling
Too much information or an overly complicated design can overwhelm customers, causing them to ignore the display altogether. A clutter-free, visually appealing display that highlights key selling points and product benefits will be far more effective in engaging the consumer.
A clear and concise message, combined with strategic product placement, will allow your custom pop displays to communicate the benefits of the product quickly and effectively. When planning for retail POG strategies, always remember that the goal is to capture attention, not to bombard the customer with too much information.
6. Optimize for flexibility and adaptability
Retail environments are constantly changing, and your custom pop displays should be adaptable to these changes. Whether it’s a new product launch or a seasonal promotion, your display should be flexible enough to be updated or reconfigured easily.
A well-designed retail POG should allow for the quick exchange of products or the ability to swap out graphics and messaging without requiring an entire redesign of the display. This adaptability ensures that your POP displays remain relevant and continue to drive engagement even as the market and consumer needs evolve.
7. Effective use of visual merchandising
To enhance the effectiveness, it’s crucial to leverage visual merchandising principles that guide how products are presented. A well-executed retail POG will ensure that custom pop displays are not only functional but also visually compelling.
- Use of color and signage: Incorporate bold, eye-catching colors and clear signage that communicates product benefits or promotions. For example, a custom pop display for a limited-time offer can be designed with bright colors to catch attention, while the retail POG ensures consistency in signage for easy readability.
- Product arrangement: Place high-demand or high-margin products at eye level to maximize visibility. The retail POG should prioritize products that attract impulse buys in these prime locations, creating an enticing visual hierarchy.
8. Measuring the success of your POP displays
Finally, measuring the effectiveness of your custom pop displays is crucial for refining your retail POG strategy. Implementing metrics such as sales lift, customer interaction rates, and conversion rates can help determine whether the display is achieving its goals. Analyzing these metrics allows you to identify which strategies are working and where improvements can be made in future designs.
Retail POG: the key to maximizing POP displays effectiveness
Incorporating the best POG practices into your custom pop displays is a powerful way to influence consumer behavior and boost sales in a retail environment. By understanding consumer psychology, strategically placing displays, keeping designs simple yet compelling, and ensuring brand consistency, you can create high-impact POP displays that resonate with shoppers and drive purchases. Whether you’re an executive at a consumer goods brand or a retailer, mastering the art of retail POG and designing effective custom pop displays can help elevate your product and brand visibility, ultimately leading to greater business success.
