What makes one product stand out over another upon entering a store? Was it the colorful packaging, strategic placement, or signage that swayed your choice? POS displays are among the most effective tools in the retail environment—especially within the Consumer Packaged Goods sector.
But how exactly do these displays influence consumer choice, and why are they so effective at driving product sales?
Visual Appeal
One of the most important elements that POS merchandise is designed to influence choice through its visual appeal.
Humans naturally engage with visually pleasing items, and this remains true in the retail environment. A well-designed POS custom retail displays with bright colors, appealing graphics, and a clean layout will capture a shopper’s attention in less than a second. This immediate visual impact can significantly influence a consumer’s purchasing decision.
In the ultra-competitive CPG world, where raw functionality and price usually differ very little, visual appeal is critical. This could mean something as simple as a custom POS display that makes a food item look fresher or a cool design for a new gadget—one that immediately sets the product apart from its nearest competitors.
Strategic Placement and Accessibility
Another very important determinant of choice within a store is the placement of point of sale merchandising. This prompts retailers to place them in high-traffic areas, including near checkout counters, at aisle ends, or in the middle of the store for maximum visibility.
In this way, strategically placed custom POS displays are going to meet customers at their decision points, such as when they go to complete their purchase. Perfect placement within the fast-paced world of convenience-oriented CPG makes all the difference when it comes to point of sale visual merchandising and its effect on sales.
Merchandise placed at eye level or in easily accessible locations is more likely to be picked up because it’s more visible and requires less effort to reach. Again, related products placed together—such as snacks next to beverages—may result in impulse purchases of complementary products, which further maximizes sales.
The Power of Messaging
Beyond the look and placement of custom retail displays, the messaging used plays a crucial role in influencing consumer behavior. Effective messaging highlights a product’s benefits, creates a sense of urgency, or makes an emotional appeal to the consumer.
For example, a POS display touting a limited-time offer like ‘Buy One, Get One Free’ can create a sense of urgency, encouraging consumers to act quickly to secure the deal.
Within the CPG industry, these are often essential or frequently purchased products; getting the right message can pivot what feels like an ordinary shopping trip into a consumer trying something new or stocking up on a favorite item.
Health messaging, eco-friendliness, and cost-saving information can align with consumers’ values, influencing their choice between products. Custom displays that include this kind of focused messaging can drive consumer decisions and boost sales.
Driving Impulse Buys
Impulse buying is a major driver of sales in the CPG sector. POS displays are designed to capitalize on this impulse purchasing behavior. Quite often, such pos displays are placed at checkout counters because it is human psychology to act on impulse when a customer is leaving the shop.
Normally, items of small size, reasonably priced, and low cost, such as snacks, magazines, or even travel-sized toiletries, are the products displayed in these units and easily become add-ons to a shopper’s cart.
The immediacy and convenience of pos visual merchandising are inseparable from the psychology of impulse buying. When customers see a well-organized and appealing product in front of them, they often feel less need to justify the purchase, viewing it as a small reward or a useful addition to their haul.
In-store displays are a method retailers use to raise the average transaction value and turn what may have been a normal shopping event into something more profitable.
Brand Awareness and Loyalty
POS displays also play a vital role in building brand awareness and loyalty. When a new product or brand enters the market, a well-executed custom POS display can introduce the brand to consumers and leave a lasting impression. By consistently providing prominent in-store placement for a brand’s products, retailers can build brand awareness and foster repeat buying.
With increasing competition in the CPG industry, a brand must remain consistently visible. POS visual merchandising, featuring easily recognizable logos, consistent color schemes, and familiar slogans, reinforces a brand’s identity in the consumer’s mind.
From this fortune accrues brand loyalty, which has developed when the consumer starts linking positive experiences with the brand over others and chooses it in all of the coming shopping trips.
Seasonal Trends and Promotions Influencing Choices
In the CPG sector, custom pos displays also influence consumer choices through seasonal trends and promotions. Many retailers use holiday-themed, back-to-school, or summer promotion displays to align with consumers’ seasonal needs and desires.
For example, during the holiday season, a custom retail display featuring holiday packaging, recipes, or gift ideas can attract buyers who are either looking to give a special gift or preparing for the celebration.
Similarly, back-to-school displays that feature lunchbox snacks, school supplies, or easy-to-do meals can target parents who want to stock for it. By aligning POS merchandising displays with seasonal trends, retailers can tap into consumers’ current needs and increase the likelihood of purchase.
Data-Driven Customization
Data plays a crucial role in customizing POS displays to better influence consumer choices in the retail environment. Retailers can create POS visual merchandising displays customized based on findings about consumer behavior, preferences, and purchase patterns.
For instance, a store can use data to discover which types of products are purchased the most by certain demographics, then design a pos visual merchandising display targeted towards that same demographic.
With its intense variability of consumers’ likes and dislikes, the CPG is one industry where data-driven personalization can enable the retailer to create appropriate displays for different customer segments.
By understanding the purchase drivers for these customer groups, retailers can design custom POS displays that directly address their needs and preferences, thereby driving higher sales.
Enriching the Shopping Experience
POS displays can make shopping experiences more engaging and enjoyable. Specially designed, interesting, and interactive store retail stands generate more interest among consumers. pos merchandising, be it using digital screens, samples, or simply interactive elements, adds a touch of excitement and discovery to shopping.
These improvements can make the often-routine CPG sector more exciting and reframe it in the eyes of the consumer. This satisfying shopping experience results in higher customer satisfaction, repeat visits, and increased sales.
How POS Displays Enhance the Shopping Experience
| Aspect | Description | Impact on the Shopping Experience |
| Visual Appeal | POS displays use bright colors, appealing graphics, and clean layouts to attract attention. | Creates an engaging and visually stimulating environment that captures shoppers’ interest. |
| Interactive Features | Incorporating digital screens, product samples, or interactive elements in POS displays. | Adds an element of excitement and discovery, making shopping more enjoyable. |
| Strategic Placement | Positioned in high-traffic areas and near related products. | Facilitates easier access to products, enhancing convenience and satisfaction. |
Conclusion
POS displays are a powerful tool for the CPG industry, guiding consumer choice through visual appeal, strategic placement, effective messaging, and impulse buying. They also help build huge brand advertisements and maximize seasonal uptakes while providing an improved shopping experience.
Against the backdrop of a constantly changing environment, retailers who are leveraging their opportunities for innovation will have POS visual merchandising at the forefront of driving products and maximizing CPG impact within the retail environment.
It is possible to design custom pos displays that make a statement with consumers while also being data-driven and hitting on the most relevant seasonal trends. This is a strategy to ensure long-term success.
FAQs
- What are point of sale (POS) displays?
POS displays are marketing tools placed at strategic locations within a store to promote products and influence consumer purchasing decisions.
- How do POS displays attract consumer attention?
POS displays attract attention through visual appeal, including bright colors, appealing graphics, and clean layouts, which make products stand out.
- Why is the placement of POS displays crucial?
Strategic placement in high-traffic areas, such as near checkout counters, ensures that POS displays are seen by consumers at critical decision-making moments.
Paula Newton is a business writer, editor and management consultant with extensive experience writing and consulting for both start-ups and long established companies. She has ten years management and leadership experience gained at BSkyB in London and Viva Travel Guides in Quito, Ecuador, giving her a depth of insight into innovation in international business. With an MBA from the University of Hull and many years of experience running her own business consultancy, Paula’s background allows her to connect with a diverse range of clients, including cutting edge technology and web-based start-ups but also multinationals in need of assistance. Paula has played a defining role in shaping organizational strategy for a wide range of different organizations, including for-profit, NGOs and charities. Paula has also served on the Board of Directors for the South American Explorers Club in Quito, Ecuador.
