The retail space is highly saturated today and so, physical stores require effective promotional tools that will create the necessary market appeal. Custom Pop Standee: As one of the most powerful yet overlooked forms of retail marketing, custom point-of-purchase (POP) standee displays are perhaps one of the most overlooked marketing tools in the modern retail business.
POP standees if placed and designed appropriately within a store environment can help to alter consumer behavior and their shopping carts. In this article, I will describe how custom POP displays increase sales by improving the visibility of products on shelves, attraction by aesthetics, and engagement by creating a real-life experience of the brand. We will also offer tips and creativity for their utilization and how to get the most out of your money when it comes to these prominent retail fixtures.
The Power of POP Displays: First Moment of Truth is one of the key concepts that revolves around consumer decision-making and it involves the aspect of the moment a consumer is first exposed to a particular brand or product.
POP ads are fixed on surfaces such as cardboard standees, acrylic signs, and side kickers which are strategically placed within a given retail store. P-O-P placements target the mass audience at the first moment of truth, which is in sharp contrast to the standard advertising placing targeting audience at the pre-purchase stage.
This is because within the couple of seconds that one takes across the display, the creativity of the visuals and the message can capture the shoppers ‘attention and interest. This creates a psychological positioning of the consumer in a way that makes him/her opt for the brand instead of the others. Indeed, as research indicates, relevant POP that focuses on attractive product attributes boosts the likelihood of product consideration by over 200% while enhancing sales by 30%.
Therefore, brightly designed custom standees installed at natural shopping paths or close to promotional displays represent an outstanding chance to increase overall retail sales.
The utilization of standees in enhancing shelf stock presence in the store.
Free-standing standees involve making large vertical surfaces that are perfect for brand awareness and getting more shelf-space. End-of-aisle merchandising with custom-made standees extend the drama outside the package and grab attention with bold logos, product images or lifestyle graphics.
They also prove very useful in notifying promotions and special offers. To remind consumers of the time-sensitive nature of some promotions, including ‘Buy One Get One Free!’ or ‘New Lower Price!’ slogans helps to increase the visibility of seasonal or limited-time offers to consumers in stationary stores.
Consequently, when placed by the sides of your shelves or displays, standees direct the attention of focused shoppers towards your brand even if your product category is not confronted with much competition. This extends the retail presence beyond shelf access and it assists in the dislocation of competitors.
Striking Marketing Displays to Enhance Product Visibility
POP stands for point of purchase and these are very important to use during new product introduction, during the holiday seasons or when considering brand image change. Perimeter standees are special signs which can be in the form of life like posters, which publicize new products just as a client walks into the store.
However, standees are not only limited to promoting items or products. Similar to professional visual merchandisers, use lifestyles of free standing display to develop the vignette settings. Select items of different colors that belong to the same collection and display them in combination with bright illustrations and wall decorations. This assists in linking physical products with the applications or functions that customers will assign to them in their day to day life.
Branded standees also showcase appealing packaging of promotional items such as gift packs, value offers, or collector items during busy seasons. Place close to areas where there is usually a lot of movement, such as near the check out counters to sell to those who have a sudden need for the products.
Oh, and let’s not neglect vertical plane easy access above eye level either! Hanging header standees are suspended high above the floor and demand attention while they are visible from afar in any store with a selling floor.
Creating Immersive Brand Experiences
From the best, it captures the consumer and places him or her within a brand built environment that revolves around the products. Standees are crucial to the overall retail environment and should be an important part of your creative branding initiatives.
Lifestyle stores such as Victoria’s Secret and A|X Armani Exchange create immersive store experiences that are supported by graphical themes, assertive iconography and youth-oriented images that appeal to the targeted audiences. For Victoria’s Secret, it is the comical standees with pretty girls wearing lingerie that makes the retail outlets to appear feminine, humorous and romantic.
Similarly, the Armani Exchange blends various merchandising units with standees with the mid-century look, exposed brick walls, and upscale industrial finishing. This allows the youthful bohemian image that Urban Outfitters wish to emulate to come out clearly in their stores.
As it has been mentioned, most retailers cannot afford major remodelling of their stores’ architecture; therefore, custom standees are one of the ways to represent brand values and image in a limited context. Other ideas of cooperative design with vendors are to create graphic displays of fonts, colors, and graphical looks that are in accordance with branding. This is even truer when these displays correspond to the brand image that has been so painstakingly planned: customer identification and hence emotional bond gets reinforced.
Guidelines that will help you get the most out of your investments in custom standees.
From an advertising perspective, one can now behold why custom standee units afford retailers such outstanding value for money due to the latter’s flexibility in structural configurations. For business owners, here are five tips to ensure you maximize results from standee campaigns:For business owners, here are five tips to ensure you maximize results from standee campaigns:
1. Synchronize promotions of designs with other large-scale marketing goals connecting in-store campaigns with email, website, and social media messages. Another important factor is that the message needs to be the same when delivered through different channels to have a greater impact.
2. Signs should be changed at least three months or aligned with respective launch schedules that are per season. The fluidity of the designs helps to mitigate this problem of banner blindness, so that the banners stand out and are viewed.
3. Install standees at traffic areas such strategic areas in major corridors or around the payment points according to customer movement within the store.
4. Place scannable QR codes on the display to attract the public to engage on digital platforms such as e-commerce, discount coupons, or videos.
5. Assess display performance by tracking sales increase for items located proximal to the displays. The worst performing employees should be moved to areas with high traffic until the right positioning polices are implemented.
With the ever rising trend of online shopping, physical stores must offer new experiences, engage their customers and be linked to the internet. This is coupled with elements such as custom POP standee displays that will only help marketers connect with in-store customers who are increasingly digitally oriented.
Thus, the best-practicing custom displays for steering the consumers’ behavior both offline and online shall continue to offer a competitive edge. Appealing to the consumers’ sense of path, increasing sales, and establishing brand recognition, effective standees are not only a commercial success but remain relevant in the new era of online shopping.
