Spirit industry marketers and retailers are constantly looking for new and creative ways to connect with customers and promote their alcohol brands. Point of purchase (POP) and point of sale (POS) displays are common ways to market both in brick-and-mortar stores and on websites at virtual checkouts. These are essential aspects of a successful marketing strategy because once customers get to a POP or POS, they have already been moved through most of the sales funnel and are ready to make a purchasing decision. Having the right point of purchase display for your liquor, wine or beer brand can increase conversions and help close the sale. If your displays aren’t inspiring customers to purchase your products, learn more about how you can revamp your entire point of purchase display strategy.
Why are Point of Purchase Displays Important?
First, let’s take a closer look at how point of purchase displays are used in liquor stores and other alcohol retailers. Unlike other marketing materials that are designed to get customers into the store, POP materials are meant to be placed next to products or checkouts in order to impact the in-store experience. These displays help call attention to special products, promotions, or brands. They are meant to stand out from typical aisle signage and are commonly placed in high traffic areas that are referred to as “action alleys” in the retail industry. Endcaps and any other area that provides maximum exposure are also great places for point of purchase displays.
For spirit brands, point of purchase displays should be part of a comprehensive marketing strategy that includes liquor tastings, brand activation, and much more. By implementing the right display and setting your product apart from the rest of the aisle, you can increase retail sales by up to 20%. Customers can feel overwhelmed when they are faced with endless options. A POP display draws attention to your brand and increases the likelihood that they will choose your product. These displays are also incredibly versatile and can come in practically any form. You can get creative and design displays that can be easily assembled and disassembled so that they can move them along retail locations as needed.
Examples of Point of Purchase Displays
As mentioned, POP displays can come in all sorts of forms. Here are some POP display examples that you may be able to use to help market your liquor brand.
- Vendor shops. With this style, brands essentially build a store within a store. The vendor has a special section apart from the main aisle where their product is featured. This is a great way to address the challenge of limited shelf space and bring attention to the product.
- Endcap displays. These are found at the end of aisles so that consumers don’t even have to walk down the aisle to view your product. You are able to make the first impression and hopefully motivate them to buy.
- Freestanding displays. Freestanding displays are typically cardboard advertisements that stand in the aisle. These are a great option because spirit brands can get creative with the design and the display can be easily moved around the store or to different retail locations for maximum effect.
- Banner stands. Much like freestanding displays, banner stands are a type of signage that is easy to put up and takedown. They tend to be bigger than other types of point of purchase displays.
- Floor graphics. Placing floor graphics in front of the shelf area where your product is stocked is a simple way to grab the customer’s attention. You can even place a few throughout the store to help lead people right to your product.
Tips for Improving Your POP Retail Strategy
Remember that the goal is to grab the customer’s attention as they are scanning the aisles. Your point of purchase display has to be eye-catching. Here are just a few design tools that can be used to make your display standout:
- Bright colors
- Images of the product
- Prominent logos
- Large print
- Memorable slogan or catchphrase
- Unusual shapes
There may be other brand displays in the store, so really get creative to make sure you are getting noticed.
Location is also key to the success of any display. Products can be lined along endcap shelves. Signs should be right at eye level. Smaller products, perhaps airplane bottles, should be placed right at the register so that customers are tempted to pick one up while they are waiting in line. Aim for high-traffic areas and make sure your product and displays are highly visible.
Cross-marketing is another great tool that places your product near complementary ones. For example, you may want to place your tequila next to a certain mixer. A vodka band would go great next to some limes and bottles of soda water. Customers will simply grab everything they need in one place without doing laps around the store.
Finally, don’t forget to provide some education about your brand. Displays should brand logos, colors, and slogans so that customers start to associate these elements with your brand. Also, clearly market any key selling points or information that makes the case for your brand.
When done well, point of purchase displays can really help to promote the in-store sales of liquor brands. It is a simple, yet effective way to grab the attention of consumers and help them choose your product during their decision-making process. Choose the type of display you want to use, get creative with your design, and work with retailers to secure the best in-store location and you can start connecting with new customers.
What does point of purchase mean?
Point of purchase refers to a marketing display that is placed in-store and works to advertise products. This is a way to make customers aware of products while they are shopping and trying to make a decision.
What are POP and POS?
Point of purchase (POP) refers to displays and advertisements that are placed throughout stores. Point of sale (POS) is similar, but these types of displays are typically placed right at the checkout and can be for both online and brick-and-mortar stores.
What is a point of purchase display?
Point of purchase displays come in many forms and are used to enhance the customer’s in-store experience. They are most often found in main aisles and endcaps, separate from other products.
Why is point of purchase important?
They provide another tool for liquor brands to advertise their off-premise products. This type of marketing has been shown to increase sales by 20%, so it is an important part of any marketing strategy.
How can I improve my POP retail strategy?
Make sure your POP has an eye-catching design, work on securing an ideal location within the store, engage in cross-marketing with complementary brands, and use your displays to educate customers about your brand.
What are some POP display examples?
Common examples of POP displays include vendor shops, freestanding displays, banner stands, endcap displays, and floor graphics.