Point-of-purchase (POP) advertising is in-store advertising that catches the attention of shoppers while they're in an establishment. This type of advertising is typically found on printed signage like banners, shelf call-outs, and endcap displays.
However, recent technological developments have opened up the options to a much wider range of POP advertising opportunities.
Check out these examples so you can understand the value of POP advertising and see how you can use them to create a better shopping experience for customers while also increasing in-store conversions.
Traditional POP Advertising
POP advertising can be found around most stores and businesses. For example, a store could have a banner announcing a sale or a limited product supply for customers to take advantage of.
At the check-out, you will likely see signs promoting store credit cards, upcoming events, or partnerships with other organizations. The goal of these ads is to change buyer behavior now that your customers are in your store. Your traditional marketing brought them to your brick-and-mortar location, but these ads will encourage them to buy specific items now that they are there.
You can provide traditional POP advertising for your store, or your vendors can provide it for you. For example, if a convenience store sells a certain razor brand, the vendor may give them POP ads to display near the products or pay to advertise at the end of an aisle. If you provide the POP advertising, then you can promote your store sales and events to boost customer loyalty and bring people back for more.
Digital POP Advertising
Today, more brands are experimenting with digital promotions on TV screens and menu boards. Studies have shown that digital media can be up to seven times more effective than printed posters and that consumers are five to ten times more likely to respond to dynamic messaging than static print signage. More attention means customers are more likely to take action.
For example, brands can show highly-visual ads on TVs near their products. They can use the captive audience to talk about the benefits of using certain items and why one product is better than the other. This allows for more messaging than that brand could get in if it just used traditional poster board.
This isn’t to say that brands need to choose between print and digital signage for their POP advertising strategies.
It’s not uncommon to find hybrid POP ads at the end of aisles in stores like Target or Best Buy. The cardboard display and large-scale branding catch the customer’s eye, and the display also has a digital signage content that promotes the benefits of the products. Both the print and digital tools contribute to the advertising experience and work to promote products.
Overhead Music and Messaging
You may think of advertising as a traditionally visual medium, but more retailers are tapping into overhead music and messaging to connect with customers. Overhead music sets the tone for your shopping experience. You can experience this when you walk past a store in the mall playing thumping club music or walk into a salon or spa with soothing harp and flute sounds. The music becomes part of your brand.
Along with curated in-store music, some stores incorporate overhead messaging as well. The short ads may be presented at designated intervals to alert shoppers of relevant store news. This messaging can promote store specials, featured brands, seasonal items, upcoming in-store events, or anything else the store wants to share.
The goal of both overhead music and messaging is to connect with customers in an auditory way. The music taps into one of the five senses and creates a positive experience that matches the brand. Without music, that customer would likely hear staff members helping other customers, cars going by, and other noise. Similarly, overhead messaging lets you communicate directly with customers and make them more informed about your business.
Using POP Advertising and More to Improve the Customer Experience
POP advertising is just one way to communicate and connect with customers during the shopping experience. From controlling the smells in your store to changing the layout of your showroom, you can use a variety of in-store marketing tactics to increase the chances that someone will make a purchase.
To develop POP advertising ideas and other in-store marketing strategies to drive customers buy, grab our free Retail Customer Experience Audit Checklist. It will guide you through all of the elements in your store so you can see what you can improve or optimize to better connect with in-store customers and shoppers.