Retail display and point of sale display stands are the focal points of any retail store and can be the driving force behind promoting brand products and increasing profits. Within an ultra-competitive global market in which several companies across all business industries offer prospective customers similar based products, an effective advertising and marketing strategy in store and online through establishing a strong web presence are fundamental aspects towards increased sales figures. Customers strive for the best products and services, particularly during a global recession which puts more emphasis upon an effective retail display strategy and locations of point of sale display stands.
Whether it be a counter top display, cardboard unit or pop-up display, it remains essential to place point of sale display stands in areas where they are clearly visible to customers when either shopping or waiting to be served. While it remains a simplistic promotional method, a retail display needs to be eye-catching either through its aesthetic design or a prominent quote in order to gain a positive reaction from customers who may engage in the displayed store products with a view to potential purchase. Location and attention to detail are the most important aspects of effective in-store product promotion with negligence towards either being the most common downfall within retail display.
Research conducted by POPAI (Point of Purchase Agency International) indicates that a retail display is considered the prime promotional element within a store as over 60% of total purchases generated from customer interaction with point of sale display stands. Particular forms of display units can depend on product features and company objective, but it is essential to utilise every square foot of floor space, particularly within smaller stores where space can be limited. As the majority of purchases are made at the point of sale, demonstrating value within exclusive displays of brand products, particularly new merchandise, generates consumer interest which can lead to achieving marketing objectives.
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