Consumers shop with their eyes before actually handling or sampling a product – which is why visual merchandising is such an important part of retail marketing. You need to create displays that attract customers visually – so that they will pay attention, learn more about a particular product that’s for sale, and be drawn visually to the product.
Creating an eye-catching Point of Purchase (POP) display is a great way to do this. It makes the product more interesting and sets it apart from the rest of the products on sale – and also helps show your company’s investment in your products.
If you think that you could use a display at the Point of Purchase with laser cutting to maximize your revenue, laser cutting can help. In this article, we’ll help you understand more about POPs, laser cutting, and how you can maximize your revenue with laser-cut point of purchase displays.
What do POPs do?
In short, POPs attract attention. The goal of a POP is to maximize purchase momentum. If you’ve ever gone into a store like Target to purchase a single product – say, dish soap – and walked out with a cart full of things you didn’t initially plan on buying, you’ve already experienced purchase momentum for yourself.
Purchase momentum occurs when purchasing a single product leads to the purchase of multiple other products. A customer says to themselves “I’m already here. Why not buy more?”
A Point of Purchase display helps advertisers and marketers exploit this urge to buy more – by catching the attention of a customer who is shopping and drawing them to a particular product. If you can manage to attract a customer’s attention and maximize their purchase momentum, chances are that you will be able to convert on the sale – and boost your revenue.
By using POPs wisely with retail partners, you can take advantage of purchase momentum bring in more customers, and ensure that your latest product is a success. POPs are particularly common and important for newly-introduced products – as they can help familiarize shoppers with your brand’s newest item.
Why does laser cutting help POP?
Laser cutting is an extremely precise method of manufacturing a wide variety of displays – from signs to 3D displays, stands, backdrops and more. Using highly-precise lasers, laser cutting can cut or etch almost any material, from acrylic to metal and even wood and other such materials.
This allows you to design and create extremely complex, eye-catching POP displays with fine details that could not be achieved with any other manufacturing method, such as traditional die-cutting or blade cutting.
In turn, this helps maximize the visual appeal of a POP, which ensures that customers will pay attention while they’re shopping or checking out and that they will notice the POP, and will be encouraged to purchase the product.
For that reason, laser-cut POP displays are becoming more and more common. Using fine details, engravings, and bold colors, you can set your products apart from the competition, and bring in more customers.
How is revenue affected with POP’s?
To understand how revenue is affected with the use of POPs, it’s important to first realize that consumers in most markets follow patterns and shopping habits that are methodical and “robotic.”
Think about how you usually behave when you go to a grocery store, for example. You probably know what food and other products you need, where to find them, and how long it will take you to shop – and you’ll shop on “autopilot.”
The idea of a POP is to challenge the norm in some way – to attract attention from shoppers, and snap them out of this “autopilot” shopping method, and convince them to try a new product.
POPs can create engagement in a number of ways. Often, they can be hung, sit, or mounted in a unique way that is not typical for most displays and advertisements – or they use a special material with unique detail, quality, and definition that attracts attention.
A company selling natural cosmetics, for example, could create a display of natural, engraved wood that holds a number of its products, and displays them in a pleasing fashion.
This display would create awareness and engagement in a consumer. We see something that’s a bit out of the ordinary – so we are drawn to it, and may take a closer look. This, in turn, results in more traffic, engagement, and awareness of your products.
Even if a POP display does not result in a sale, it results in more product awareness – and can move the buyer along in their journey, until they decide to give your new product a try.
All of these factors combine to affect your overall bottom line – and generate more revenue. By implementing a unique, appealing POP display, you can quickly get customers to engage with new products, and ensure that they’re more aware of your company, and the benefits of your merchandise.
Need Help With Laser-Cut POP Displays? Contact Us Today!
As you can see, investing in a laser-cut POP display can really help set your products apart from the rest of your competitors – and it can have a direct impact on product awareness, consumer adoption, and your revenue.
However, we know that it may be difficult to understand where to start with laser cutting technology – and to design a POP display that will ensure that your products succeed in today’s competitive retail marketplace.
So, if you’re interested in learning more and investing in your own laser-cut POP displays, contact Engineered Mechanical Systems today. We have the cutting-edge equipment, advanced technology, and deep knowledge of laser cutting that your company needs to succeed – and we can collaborate with you to create a truly eye-catching laser-cut POP display.