Ahhhh, those impulse purchases. Retailers are loving them more than ever, because shoppers are gravitating to them more than ever. Today’s customers want to make last-minute, in-store decisions. And since your well-placed point of purchase merchandising helps them get what they want, everybody is a winner.
Point of purchase merchandising is both a science and an art. A profitable blend of psychology and aesthetics. The secret to creating top-selling POP displays for any retail store is planning.
Start with product selection.
You want shoppers to act impulsively, but you should not. Think carefully about what your customers are most likely to want – an upgraded version of something they need, accessories, complementary items, small-but-not-too-expensive luxuries.
Think about placement.
You know that point of purchase merchandising is a virtual necessity for your cash wrap. These displays should put items right at hand for easy pick-up. In this toy shop, the impulse items are at the key influencer’s eye level – down low, where little ones can easily spot that extra goodie they simply must have.
Elsewhere in your store, eye level matters, too. Remember that “point of purchase” can be that moment when your customer decides to buy a product, not just when they’re paying for it. Put a basket of fun napkin rings amid your display of table linens. Batteries next to toys or electronics. A case stack of wine in your meat department or with your deli cheeses. Bundle, bundle, bundle.