We’ve all experienced the frustrations of choice paralysis – too many options for a particular product can lead to long pauses in grocery aisles and an unnecessary source of shopping spree stress.
As customers are flooded with more and more product choices in big-box grocery retail stores and online, their ability to distinguish which product is the best fit for them is becoming increasingly difficult.
The good news is, retailers and suppliers can help alleviate this feeling by listening to what customers are looking for and helping them identify which products are right for them. The simplest way to accomplish this is through clear and effective POP signage and point of sale signage.
What is POP Signage?
POP signage refers to any sign installed directly at the “Point of Product” in a retail environment. POP signage often lives on a retail shelf directly below the product, but this term could also refer to any other signage within the same line of sight as the product itself.
29% of customers make decisions based on information communicated to them through in-store signage. POP signage gives brands and retailers the ability to tell a story, convey a selling point or differentiator, build brand awareness, or otherwise help a retail shopper learn about a specific brand or product.
Retailers often sell tens of thousands of products under one roof, so anytime a brand creates a touchpoint or connection that differentiates their products from everything else on the shelf, they have a better chance at standing out from the competition. POP signage is one way that suppliers, distributors, and retailers can do just that.
Six Real-World Examples of POP Signage
- Shelf Talkers
- Bib Tags
- Aisle Blades
- Shelf Flags
- Bottle Neckers
- Floor Vinyl
How to Get the Best ROI on Your POP Signage
The last thing that you want is to print and ship high-quality POP signage for your brand, only to find it either hasn’t been installed in stores or has been installed but is quickly removed. This is a waste of money, time, and effort for the supplier, distributor, and retailer.
So, how can you avoid this situation and make sure your POP signage campaign goes off without a hitch?
Partnering with retailers to deliver effective POP signage can help you to drive sales at the point of product and build overall brand awareness and consideration for your brand. Messaging at the point of product is especially important when you are launching a new product into retail, and helps you to communicate the discounts that you’ve created in your promotional planning strategy.
Even if a shopper reads your sign and decides not to buy the item on this trip, you’ve still educated them about your products and are improving your chances that they’ll recall your product in the future and purchase it at a later date.
Consider what type of POP signage is right for your product, and right for your retail partners to determine the most effective strategy to pursue.