Black Friday is only a few months away, but many brick and mortar retailers have not yet finalized their holiday assortments, especially products that are in off-shelf positions during Black Friday and beyond.
This is the time for new and effective creativity since grabbing the attention of customers on Black Friday can be challenging. As more and more shoppers go online to make their holiday purchases, in-store promotions will be a strong driver of purchase decisions throughout the holiday season.
More than 154 million shopped in stores and online last year in the days following Thanksgiving, according to the National Retail Federation: 108 million online, and 99 million in stores, numbers that aren’t mutually exclusive.
On average, shoppers spent $290, and that wasn’t considering shopping they planned to do following Black Friday. And while projections aren’t available for this year’s shopping season, consider these two factors: Christmas 2017 falls on a Monday, and the Saturday before Christmas is always one of the busiest shopping days of the year.
With all this in mind, we’ve put together these tips for connecting holiday shoppers and point-of-purchase displays.
1. Know your demographics
Who will be buying your products this holiday season? It may seem intuitive, but anyone involved with both the structure as well as the graphics of your display packaging should have details on your target audience. How much time do they spend on their mobil phones, do they travel in groups, and so on is important information for designers to know in order to create impactful packaging that gets noticed. Designing displays for the season’s most popular children’s toy is not at all like designing displays to capture the attention of a much more senior audience.
Images, messaging and even display structures will all need to be tailored to appeal to the consumers you are trying to influence during the biggest shopping season of the year. It's also a good practice to repeat messaging in several locations on your displays and use as few words as possible. Unique header shapes that include additional creative elements have the best opportunity to get noticed in a crowded retail environment.
2. Design for durability
Displays should always be designed and produced to ensure products arrive in store in perfect salable condition. Although news footage of Black Friday will continue to show shoppers rushing through the doors in order to snatch up the hottest items at the lowest prices, it's the increase in overall traffic that puts additional strain and stress on your temporary displays.
That’s why corrugated cardboard is the material of choice for point of purchase displays. It’s a material with enough strength to protect products during shipping as well as maintain integrity throughout the season.
3. Have a display that stands out
It’s tough for a product to stand out in a retail environment. Everywhere customers turn, there’s visual stimulation competing for their attention. And this is on an average shopping day. When you factor in Black Friday along with the busy holiday weekends and getting shoppers to notice you, becomes even trickier.
Studies show that point-of-purchase displays have a great impact on buyer behavior. Many consumers make buying decisions in-store, so take advantage of their shopping habits and present your brand with an engaging POP display. Stores will often advertise special sales on Black Friday, but these are limited time offers. Shoppers who don’t get their preferred item may be drawn in by your in-store display.
Your displays have only a few seconds to get noticed, and the use of the right graphics and bold colors can make a crucial difference. When possible, keep your key messages in the line of sight for your demographic audience. This technique is used by grocery stores who tend to put children’s cereal in a lower line of site to attract the attention of their young target audience.
4. Let customers shop with ease
Retail stores will often move displays from their initial placement on the selling floor, so whenever possible, your POP displays should include graphics and messaging on all four sides.
A recent study by Time Trade titled “The State of Retail 2017” found that 75% of consumers prefer to shop in store. When asked why, 72% said they like to touch and feel the products, while another 53% like to take advantage of in-store sales and promotions. These statistics underscore the importance of maximizing the selling potential of your displays by encouraging engagement and interaction with your products
5. Know the rules of the store
Retailers will very likely have rules governing POP displays. These rules can cover everything from the width of the display to the graphics to the overall size. Many club stores and big box retailers will require pallet displays to have minimum and maximum pallet display heights or a pallet skirt. Grocery stores also have minimum and maximum space requirements and allow for a much smaller display footprint than other large format stores. And for the holiday season, these rules may change or be more specific for point-of-purchase displays.
A good POP manufacturer is one that has experience with retailer specifications governing displays in their stores.
ProCorr Display & Packaging can help with your corrugated and POP display packaging projects. Our packaging and display experts take a consultative approach to each project, and we’ve spent decades creating and manufacturing the highest quality point-of-purchase displays to help our customers sell more of their products.
Contact us today to learn how we can get your new displays ready for this busy shopping season.