Point of Purchase Displays: A Guide to Boost Sales

Let’s be honest: most buying decisions aren't made until a customer is already in the store. All the advertising you do outside the store is meant to get them through the door, but the sale is won or lost in the aisles. This is the moment of truth where Point of Purchase Displays make all the difference. These fixtures are your opportunity to start a direct conversation with shoppers when they are most receptive. A great display can highlight a product’s benefits, create an irresistible promotional offer, or simply make your brand the most visually appealing choice on the shelf. It’s a fundamental part of creating a successful retail environment that not only looks great but also actively converts interest into revenue.

Key Takeaways

Define Your Goal Before You Design: A successful display starts with a clear purpose. Know exactly which product you're highlighting and what action you want shoppers to take before you even consider visuals. This focus ensures your display works hard to meet specific business objectives.
Make It Easy for Customers to Buy: A beautiful design that blocks access to the product has failed. Your display’s primary job is to make the sale frictionless, so prioritize clear messaging and an open layout that invites customers to grab the item without a second thought.
Track Performance to Prove Your ROI: Don't guess if your displays are working—measure it. By tracking sales data and customer interactions, you can calculate your return on investment and gather valuable insights. This data helps you refine your strategy and make every future display even more effective.

What is a Point of Purchase (POP) Display?

Point of Purchase (POP) displays are your secret weapon for turning browsers into buyers right inside your store. These are purpose-built marketing tools, from simple signs to elaborate freestanding structures, placed strategically to grab a shopper's attention. Think of them as a silent salesperson, working tirelessly in high-traffic areas to highlight a specific product, announce a promotion, or tell your brand’s story. Their power lies in their timing—they engage customers at the exact moment they are making buying decisions, influencing their path to purchase before they even reach the checkout line.

A well-designed POP display does more than just hold products; it creates an experience. It can interrupt a customer’s routine shopping trip, introduce them to something they might have missed, and make a compelling visual argument for why they need that item. For national retailers and regional chains, consistent and effective POP displays are crucial for rolling out campaigns, launching new products, and maintaining brand identity across multiple locations. They are a fundamental part of creating a successful retail environment that not only looks great but also actively drives sales. The right custom fixtures can transform a passive shopping trip into an active, engaging brand interaction.

What They Are and Why They Matter

At its core, a POP display is a showcase for your products, placed anywhere in a store except the checkout counter. They come in countless forms, from aisle endcaps and shelf talkers to interactive kiosks and branded bins. They matter because they connect with customers when they are most receptive—while they're already in a buying mindset. Instead of trying to reach them with ads at home, you’re starting a conversation in the store, where a purchase is just a few steps away. This makes them incredibly effective for educating customers on product benefits, building brand awareness, and ultimately, making your products stand out from the competition on a crowded shelf.

POP vs. POS: What's the Difference?

It’s easy to confuse Point of Purchase (POP) with Point of Sale (POS), but the key difference is all about location and intent. As we've covered, POP displays are found throughout the store to influence decisions before a customer reaches the checkout. In contrast, Point of Sale (POS) displays are located exclusively at the checkout counter. Their entire purpose is to trigger last-minute impulse buys. Think of the racks of candy, magazines, and small gadgets flanking the register. The design and engineering for each type is distinct, as one is meant to inform and attract, while the other is built for a quick, final temptation.

Common Types of POP Displays

Point-of-purchase displays are not a one-size-fits-all solution. The best choice depends on your product, your store’s layout, and your campaign goals. From large, freestanding structures to small, tech-savvy screens, each type serves a unique purpose in catching the customer’s eye and driving sales. Understanding the different options is the first step in building a display that works for your brand.

Freestanding & Floor Displays

Think of freestanding displays as the showstoppers of the retail floor. These standalone units can be placed in high-traffic areas like main aisles or near the front of the store to grab immediate attention. Because they aren’t confined to a shelf, you have complete creative freedom. They are perfect for launching a new product, running a seasonal promotion, or telling a bigger brand story. With the right approach, custom-designed floor displays can become a major destination point within your store, drawing shoppers in and making your products impossible to miss.

Aisle & Shelf Displays

Aisle displays are all about winning the battle on the shelf. Placed directly within the product aisle, these fixtures are designed to make your product stand out from the competition right next to it. This category includes everything from endcaps, which are prime real estate at the end of an aisle, to smaller shelf talkers and gravity-feed systems that keep products front-facing. These displays interrupt the visual monotony of a long aisle, capture a shopper’s focus, and can be the deciding factor that gets your product into the cart.

Countertop & Bin Displays

Placed strategically at the checkout counter, countertop displays are the ultimate tool for encouraging impulse buys. These smaller units, often called Counter Display Units (CDUs), are perfect for showcasing items like candy, gift cards, cosmetics, or other grab-and-go products. Similarly, dump bins are simple, open containers often filled with smaller, discounted, or promotional items. Both are highly effective because they present a final, easy purchasing decision when the customer is already prepared to buy. We can help you produce cost-effective countertop units that are perfect for driving those valuable last-minute sales.

Digital & Interactive Displays

Digital displays bring a modern, dynamic edge to in-store marketing. By using screens, tablets, or even motion sensors, you can engage customers in a way that static displays can’t. Imagine a screen showing your product in action, a touchscreen where shoppers can explore different features, or a display that lights up as someone walks by. These interactive elements not only capture attention but also provide a richer, more memorable customer experience. They also offer the flexibility to update messaging in real-time, making them a powerful tool for timely promotions and A/B testing.

How POP Displays Influence In-Store Sales

Point-of-purchase displays are much more than simple shelving; they are strategic tools designed to actively shape customer behavior and drive sales right at the source. Think of them as your store's most effective silent salespeople, working around the clock to engage shoppers at the most critical moment—the point of decision. In a busy retail environment, where countless brands are competing for attention, a well-executed POP display can cut through the noise and create a direct conversation with your customer. It’s the difference between a product sitting passively on a shelf and a product that actively invites interaction.

For national retailers and regional chains, this influence is magnified. A consistent and compelling display program rolled out across dozens or even hundreds of locations creates a unified brand experience that customers can recognize and trust. It ensures that your promotions, new product launches, and brand messaging are delivered with the same impact everywhere. This isn't just about moving inventory; it's about building a predictable and positive in-store journey. The true power of POP displays lies in their ability to influence sales in three fundamental ways: they build a strong brand presence, spark spontaneous purchases, and make the entire shopping process smoother and more enjoyable for your customers. By mastering these elements, you can transform your retail spaces into dynamic environments that not only look great but also perform exceptionally well.

Build Brand Awareness

Think of your POP displays as in-store billboards. They give you a dedicated space to tell your brand’s story, separate from the visual noise of a crowded aisle. For national or regional chains, consistent and creative displays reinforce your brand identity across every location, creating a familiar and reliable experience for shoppers. A well-designed display does more than just hold products; it communicates your brand’s personality and values. This is your chance to make a memorable impression that lasts long after a customer leaves the store, turning a single product interaction into a lasting brand connection. Our custom fixture programs are designed to do exactly that, ensuring your brand stands out consistently.

Encourage Impulse Buys

We’ve all done it: you’re heading to the checkout and suddenly spot a product you didn’t know you needed. That’s the power of a POP display. By placing compelling products in high-traffic areas, you can interrupt a customer’s planned shopping trip and introduce an unplanned purchase. In fact, studies show that a majority of shoppers make impulse buys in-store. The key is to make the purchase feel effortless. By presenting a product in an attractive, easy-to-grab format, you remove any hesitation and make it simple for a customer to say, “Yes!” and add it to their cart. It’s a simple but incredibly effective way to increase basket size.

Improve the Customer Experience

A great POP display makes shopping easier and more enjoyable. Instead of forcing customers to hunt down a product, a display presents it clearly, often with helpful information that answers questions on the spot. This strategic placement simplifies the decision-making process, making the purchase feel like an obvious choice. When you use displays to guide customers and highlight solutions, you reduce friction and create a more organized, intuitive store environment. This thoughtful approach shows you understand your customers’ needs, which not only leads to a sale but also builds trust. Executing this vision flawlessly across multiple locations is where expert project management becomes essential.

How to Design an Effective POP Display

A successful point-of-purchase display does more than just hold products; it tells a story, grabs attention, and guides customers toward a sale. Think of it as your silent salesperson, working around the clock in high-traffic areas of the store. But getting it right requires a thoughtful approach that balances eye-catching visuals with practical function. When you’re planning a display, you need to consider everything from the core message to the materials you use.

The most effective displays are born from a clear strategy. They are designed not just to look good, but to perform a specific job—whether that’s launching a new product, announcing a promotion, or simply making your brand more visible. A partner with deep expertise in design and engineering can help you translate your vision into a physical fixture that meets your goals. Let’s walk through the key elements that turn a simple stand into a powerful sales driver.

Nail the Visuals and Brand Voice

Your POP display is a direct reflection of your brand, so its visual identity needs to be spot-on. In a busy retail environment, you only have a few seconds to capture a shopper's attention. Use bold graphics, compelling imagery, and a color palette that aligns with your brand guidelines to make an immediate impact. The goal is to create a display that feels like a natural extension of your brand's presence, not a disconnected afterthought. Consistency is key; the look and feel should match your packaging, advertising, and overall store aesthetic to build recognition and trust with your customers.

Write a Clear Message and Call-to-Action

Once you have their attention, you need to tell shoppers what to do next. Your messaging should be concise, clear, and focused on a single idea. Are you highlighting a special discount, a new flavor, or a limited-time offer? Whatever it is, make it the star of the show. Pair your headline with a direct call-to-action (CTA) that encourages immediate action, like “Buy One, Get One Free” or “Try Our New Scent.” Avoid cluttering the display with too much text. A simple, powerful message is far more effective at converting a passing glance into a purchase.

Make Your Product Easy to Access

A beautiful display is useless if customers can't easily interact with the product. The design should invite shoppers to touch, examine, and grab your items without any hassle. Make sure the products are well-stocked, organized, and positioned at a comfortable height. If your display is for a new product launch, for example, its structure should make the item feel special and accessible. The easier you make it for someone to add your product to their cart, the more likely they are to make that impulse buy. You can see great examples of accessible designs in our past work.

Choose Durable, High-Quality Materials

The materials you choose say a lot about your brand and impact the display's longevity and cost. While temporary promotions might call for cost-effective materials like cardboard, more permanent fixtures require durable options like wood, metal, or acrylic. The right choice depends on your budget, the weight of your products, and how long the display will be in use. Investing in high-quality materials ensures your display can withstand the rigors of the retail floor and continues to represent your brand well over time. This is where expert manufacturing capabilities become crucial for producing a fixture that is both sturdy and stunning.

Where to Place Your Displays for Maximum Impact

A brilliant POP display can fall flat if no one sees it. That’s why placement is just as critical as the design itself. The right location doesn’t just catch a shopper’s eye—it puts your product in their path at the exact moment they’re most likely to make a purchase. Think of your store layout as a roadmap for your customer’s journey. Your displays are the key landmarks that guide them toward a sale.

Strategically placing your displays can turn a passive browser into an active buyer. It’s about understanding the flow of your store and the mindset of your shoppers in different areas. By identifying high-traffic zones, creating smart product pairings, and keeping your displays timely, you can significantly increase their effectiveness. Let’s walk through how to find the perfect spots for your fixtures to ensure they get the attention they deserve and deliver the results you need. The right custom fixture program considers placement from the very beginning.

Find Your High-Traffic Hotspots

The most straightforward way to get more eyes on your display is to place it where the most people are. These high-traffic hotspots are the superhighways of your store. Think about the areas near the entrance where every customer passes, the main aisles that lead through the store, and the endcaps that anchor each aisle. Placing a display in one of these locations guarantees visibility and exposes your product to a broad audience.

These spots are perfect for introducing new products or highlighting bestsellers because they act as in-store billboards, grabbing attention and pulling customers in for a closer look. By positioning your display in a natural path, you make it effortless for shoppers to discover what you’re offering.

Create Cross-Merchandising Opportunities

A well-placed display can do more than just sell one product—it can sell several. Cross-merchandising is the practice of displaying related but different items together to suggest a combined use. For example, you might place a display of gourmet pasta sauce next to the dry pasta aisle or feature grilling accessories in the meat department. This strategy is incredibly effective because it solves a problem for the customer, making their shopping trip more convenient while also increasing your average transaction value.

POP displays are ideal for this because they can be designed to showcase multiple products at once. When you design and prototype a display, think about what complementary items you can group together to create a compelling story that encourages a larger purchase.

Adapt for Seasons and Promotions

Your store shouldn’t feel static. Keeping your retail environment fresh and exciting encourages customers to come back. One of the best ways to do this is by aligning your display placement with seasonal events and promotions. A back-to-school display will have the most impact at the front of the store in August, while a display for holiday gift sets should take center stage in November and December. The same goes for new product launches or limited-time offers.

Before creating a display, always consider its purpose and timing. A temporary floor display might be perfect for a month-long promotion, while a more permanent fixture can be updated with new signage. This adaptability ensures your message is always relevant and timely, capturing customer interest when it matters most.

How Technology is Shaping Modern POP Displays

POP displays have always been about grabbing attention, but technology is giving them a whole new voice. We’ve moved far beyond static signs and cardboard cutouts. Today’s most effective displays are dynamic, responsive, and intelligent, creating a more engaging and informative shopping experience. By integrating elements like digital screens, sensors, and interactive software, you can transform a simple product showcase into a powerful sales and marketing tool.

This isn’t about adding tech for tech’s sake. It’s about making your fixtures work harder for you. A smart display can change its messaging based on the time of day, offer personalized promotions, and even gather valuable data about customer behavior. This allows you to test, learn, and adapt your in-store strategy in ways that were never before possible. The right design and engineering partner can help you incorporate these features seamlessly, ensuring your displays are not only innovative but also durable, scalable, and perfectly aligned with your brand. The goal is to create a retail environment that feels fresh, helpful, and compelling to every shopper who walks through your doors.

Add Interactive Elements to Engage Shoppers

In a busy retail space, getting a customer to pause is half the battle. Interactive displays are your secret weapon for turning a passing glance into a moment of genuine engagement. By incorporating features like touch screens, motion sensors, or even augmented reality, you invite shoppers to play, explore, and learn about your product on their own terms. This creates an immersive experience that’s far more memorable than a static sign. When customers can actively engage with a display, they build a stronger connection to your brand and are more likely to make a purchase. You can see how leading brands are creating these experiences in our work.

Use Displays to Collect and Analyze Data

What if your displays could tell you exactly what’s working and what isn’t? With modern technology, they can. Tech-enabled fixtures can provide real-time data on customer interactions, giving you a clear picture of shopper behavior. You can track metrics like how many people stop at your display, how long they stay, and which features they interact with most. This data is invaluable for optimizing your strategy. It helps you understand your customers on a deeper level, allowing you to refine your messaging and improve display placement for better performance. Strong project management ensures these data-driven insights are used effectively across all your locations.

Keep Content Fresh with Real-Time Updates

One of the biggest challenges with traditional POP displays is keeping them current. Printing and shipping new graphics for every promotion is costly and time-consuming. Digital displays solve this problem entirely. They allow you to update content in real-time across your entire network of stores with just a few clicks. You can schedule promotions, change pricing instantly, and tailor messaging for specific locations or times of day. This ensures your displays are always relevant and engaging, without the logistical headaches. It’s an efficient and scalable solution, especially when supported by a partner with expertise in both domestic and international manufacturing and distribution.

Best Practices for a Winning POP Display

Creating a POP display that genuinely connects with shoppers and drives sales is a blend of art and science. It’s not enough for a display to simply look good; it needs to be strategically sound from the ground up. The most successful displays are born from a deep understanding of the customer, brought to life with compelling creative, and backed by data that proves their worth. By focusing on a few core principles, you can ensure your investment pays off and your displays become a powerful tool in your retail environment.

Know Your Audience

Before you even think about colors or materials, you have to think about people. Who is your ideal customer, and what are they doing in the store? A display’s purpose—whether it’s launching a new product, highlighting a seasonal promotion, or clearing out inventory—will shape its design and message. Consider the shopper’s mindset. A display near the entrance might need to make a big, bold statement to grab attention, while one at the checkout should be geared toward a quick, simple impulse purchase. Understanding your audience and the context of their shopping trip is the foundation of every effective display.

Focus on Eye-Catching Design

With a clear audience and purpose in mind, you can focus on the creative. An eye-catching design uses color, shape, and graphics to stop shoppers in their tracks and direct their attention to your product. It should be instantly recognizable and consistent with your brand’s overall look and feel. The goal is to create a cohesive experience that feels like a natural extension of your brand, not a random addition to the aisle. This is where expert design and engineering come in, turning your vision into a functional and structurally sound display that captures your brand’s essence and stands out in a busy retail space.

Measure Your Performance and ROI

A beautiful display is great, but a beautiful display that increases sales is even better. To understand your return on investment (ROI), you need to track performance. Set clear goals before you launch. Are you aiming to increase sales of a specific item by 20%? Or maybe you want to see how an interactive display affects shopper dwell time. By tracking sales data, foot traffic, and customer interactions, you can get a clear picture of what’s working and what isn’t. This data is invaluable, helping you refine your approach for future campaigns and ensuring every display you roll out is more effective than the last. Strong project management can help you oversee these rollouts and analyze the results.

How to Overcome Common POP Display Challenges

Even the most well-designed POP display strategy can hit a few snags. From logistical headaches to design limitations, launching a successful display program across multiple locations requires careful planning. The key is to anticipate these challenges so you can address them head-on instead of reacting to problems as they pop up. Thinking through potential issues like spatial constraints, regulatory compliance, and display lifespan from the very beginning will save you time, money, and stress down the road.

Partnering with an experienced fixture provider can make a world of difference. When you have a team that understands the entire lifecycle of a display—from initial concept to final installation—you can sidestep common pitfalls. They can help you plan for different store layouts, ensure all materials meet safety standards, and even design displays that are easy to update for future promotions. By tackling these challenges proactively with a full suite of services, you can ensure your displays deliver the impact you’re looking for without any last-minute surprises.

Work with Space and Design Limits

One of the first hurdles you’ll face is the reality of the retail floor. Every store is different, and a display that looks perfect in one location might be too big or out of place in another. Before you even start designing, it’s essential to understand the specific retailer requirements and the environment where the display will live. Consider the store’s layout, existing fixtures, and overall aesthetic. A successful display feels like a natural part of the store, not an afterthought. This is where a strong design and engineering process becomes invaluable, allowing you to create custom solutions that fit perfectly within any space.

Stay Compliant with Safety Regulations

It’s not the most exciting part of the process, but adhering to legal and safety standards is non-negotiable. Displays must be stable, accessible, and compliant with regulations like the Americans with Disabilities Act (ADA) and local fire codes. Non-compliance can lead to fines or, even worse, force retailers to remove your display from the floor entirely. Working with a partner who prioritizes complete quality control ensures that every display is built to meet these rigorous standards. This protects your investment and your brand’s reputation, giving you peace of mind that your displays are safe and sound in every location.

Keep Your Displays Fresh and Relevant

A POP display that stays up for too long can quickly become part of the background noise. To keep customers engaged, you need to keep your displays fresh. This doesn’t mean starting from scratch every month. Instead, think about how you can design displays that are easy to update for new promotions, seasonal campaigns, or product launches. A clear call to action is crucial for guiding customer behavior, and you should always measure your display’s performance to see what’s resonating. An effective project management team can help you coordinate these updates seamlessly across all your locations, ensuring your message is always timely and relevant.

The Future of POP Displays

The world of retail is always changing, and POP displays are evolving right along with it. While the core goal remains the same—to capture attention and drive sales—the methods are becoming more sophisticated. Looking ahead, two major trends are defining the next generation of in-store marketing: a strong focus on sustainability and the smart integration of technology. These shifts aren't just about following fads; they're about connecting with modern shoppers in more meaningful ways and building a stronger, more resilient brand.

Sustainable Materials and Eco-Friendly Designs

Today’s shoppers are more conscious than ever about where their money goes. They actively support brands that align with their values, and sustainability is at the top of the list. Incorporating eco-friendly materials into your POP displays is a powerful way to show your commitment to the environment. This choice goes beyond just feeling good; it builds brand trust and can be a deciding factor for many customers. When you opt for materials like recycled plastics, reclaimed wood, or other sustainable options, you send a clear message that your brand cares.

Making the switch to green materials doesn't mean you have to compromise on quality or design. The right partner can help you explore durable, attractive, and cost-effective options that fit your brand aesthetic. A thoughtful design and engineering process ensures your sustainable display is not only beautiful but also built to last, delivering a great return on your investment while reinforcing a positive brand image.

New Tech and Personalized Experiences

Technology is transforming static displays into dynamic, interactive experiences. Imagine a display that doesn't just sit there but actively engages shoppers. This can be as simple as a QR code that leads to a product demo or as advanced as a touchscreen that lets customers explore different product features. These interactive elements grab attention in a crowded retail space and create memorable moments that can directly influence a purchase. They turn passive browsing into an active, engaging part of the shopping journey.

Beyond the initial "wow" factor, technology offers a deeper advantage: data. Smart displays can collect valuable information on how shoppers interact with your products, providing insights that were once impossible to get in-store. This data helps you understand what’s working and what isn’t, allowing you to refine your messaging and create more personalized experiences. By understanding what we do to integrate these solutions, you can turn your displays into powerful tools for both sales and market research.

Frequently Asked Questions

How do I choose the right type of display for my product? The best display depends entirely on your goal. If you're launching a major new product, you'll want a freestanding floor display that can act as a destination in a main aisle. For smaller, impulse-buy items, a simple countertop unit near the register is far more effective. Think about the job you want the display to do—is it educating customers, announcing a sale, or encouraging a last-minute purchase? Matching the display's function to your specific goal is the key to making the right choice.

What's more important for a display: a great design or a clear sales message? This is a classic question, but the truth is, you can't have one without the other. A stunning design is what stops a busy shopper in their tracks and earns you their attention. But once you have it, a clear, concise message is what convinces them to make a purchase. The design is the hook, and the message is the call-to-action that seals the deal. A beautiful display with a confusing message won't sell, and a great offer on a boring display will never get noticed.

Are custom POP displays a good investment for a multi-location rollout? Absolutely. While off-the-shelf solutions might seem cheaper upfront, custom displays are designed to meet your specific sales goals and brand standards. For a multi-location rollout, this means you get a consistent, professional brand presentation in every single store. More importantly, a custom fixture is engineered to showcase your product perfectly and withstand the demands of a busy retail floor, leading to better performance and a stronger return on your investment over time.

We have stores with very different layouts. How can we create a consistent display program? This is a very common challenge for regional and national chains. The solution lies in smart, adaptable design. Instead of creating one rigid display, the best approach is to develop a modular system or a "kit of parts." This allows you to use the same core design elements—like branding, colors, and graphics—in different configurations to fit various footprints. This way, you maintain a strong, consistent brand identity while accommodating the practical realities of each unique store space.

How long should a POP display stay on the floor before it needs to be updated? There isn't a single magic number, as it depends on the display's purpose. A display for a seasonal promotion or a limited-time offer has a built-in expiration date and should be removed promptly when the campaign ends. For more permanent fixtures, the key is to prevent them from becoming invisible. You can keep the main structure but refresh the signage, products, or call-to-action every few months to keep things feeling new and continue catching the customer's eye.