How-to Guides

What is Point-of-Purchase Signage and Why Is It Such a Powerful In-Store Marketing Tool?

6 mins

Point-of-purchase (POP) signage is an often overlooked yet incredibly powerful marketing tool.

Most businesses don't fully realize its value, missing out on a terrific opportunity to generate more revenue while engaging customers on a deeper level.

In this article, we’ll cover everything you need to know about POP signage to help you stay ahead of the curve.

TLDR Key Takeaways

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Point-of-purchase signage is so powerful because it can directly impact consumers’ buying behavior right before they make a purchase.

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The effectiveness of POP signage greatly depends on the type of software powering your network.

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Dynamic POP signage delivers the highest ROI across the board.

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What is Point-of-Purchase Digital Signage?

Point-of-purchase digital signage is a type of electronic display that provides information to customers at the point of purchase. This can include advertising, product information, promotions, and other content.

Point-of-purchase digital signage can be used in a variety of retail settings, from small stores to large shopping malls. The displays are typically located near the checkout area, where customers can easily see them.

In some cases, point-of-purchase digital signage is also used in non-retail environments, such as hotels and office buildings.

While the content of the displays may vary depending on the location, all point-of-purchase digital signage shares one common goal: to provide relevant information to customers when they are most likely to make a purchase.

What Are The Most Common Types of POP Signage?

There are two main types of point-of-purchase signage: static and dynamic.

  • Static POP signage is the most basic type of display where you run the same content on a loop using a simple playback machine. A quick example would be a digital poster placed near the point of purchase.
  • Dynamic POP signage is typically powered by advanced digital signage CMS solutions, allowing you to leverage integrations to dynamically pull data in real-time. Examples include social media feeds and limited-time offers.

What Are the Main Benefits of POP displays?

POP signage has numerous benefits for businesses and organizations of all sizes. Here are just some of them:

1. Increased Sales

Point-of-purchase digital signage can play a significant role in increasing sales.

By showing customers information about products and specials at the point of purchase, businesses can increase the likelihood that customers will buy more, increasing the average order value.

Point-of-purchase digital signage can also be used to upsell customers on related products and create a sense of urgency, encouraging customers to make a purchase before an item goes out of stock.

2. Enhanced Customer Engagement

Point-of-purchase digital signage helps to create a more personalized and interactive shopping experience for customers, especially if you leverage dynamic digital signage.

Be it a simple arcade game to reduce perceived wait time or a weather widget, POP displays are engaging enough to win the attention of your customers and drive your message across.

3. Improved Brand Awareness

Unlike static signs, dynamic POS signage can be updated quickly and easily, allowing businesses to promote new products or special offers in real-time.

In addition, businesses can use point-of-purchase digital signage to provide interactive experiences that engage consumers and create a deeper connection with the brand.

By harnessing the power of digital technology, businesses can create an invaluable marketing tool that can help build brand equity.

4 Tips for Creating Eye-Catching POP Signage

Implementing POP signage is only a part of the equation. Use these tips when creating digital signage content to make it a worthwhile investment.

1. Keep Your Displays Updated With Fresh Content

If you've ever been in a store and seen a digital signage display that's stuck on the same loop of content, you know how ineffective it can be.

Dull, outdated content is one of the quickest ways to turn customers away from your POP signage.

After all, customers are more likely to make a purchase if they consume relevant, up-to-date information about your products. 

So, if you want your point-of-purchase digital signage to be effective, make sure to keep your content fresh at all times. 

Mix product promotions with educational content to build trust and loyalty. Some ideas include:

  • Social media feeds
  • Weather widgets
  • News integrations
  • Company announcements & news

2. Make Sure Your Signage Is Legible And Easy To Read

One of the most important factors to consider when using digital signage for point-of-purchase advertising is legibility.

If your sign is difficult to read, customers will be less likely to notice it, let alone take action based on its message.

There are a few key things you can do to ensure that your signage is easy to read.

  • Ensure that the text is large enough to be seen from a distance.
  • Use high-contrast colors so that the text stands out against the background.
  • Avoid using too much text. Customers should be able to grasp the key message of your sign at a glance.

By taking these steps, you can help ensure that your digital signage draws and retains more attention.

3. Incorporate Interactive Elements To Engage Customers

Static signage doesn’t cut it in 2022 when your customers are constantly bombarded with marketing messages, so you need something more engaging to win the battle for their attention.

That’s where interactive signage comes into play, allowing your customers to actively engage with your brand. Some examples include:

  • Feedback questionnaires
  • Quizzes and games
  • Self-service checkouts

By giving customers the ability to control the content they're seeing, you can connect with them on a deeper level and encourage them to take action.

Whether it's a simple touchscreen interface or a more advanced system that allows customers to interact with the content in real-time, adding an element of interactivity will help you get more out of your digital signage.

4. Use Compelling CTAs

Imagine you're strolling through the grocery store, idly checking your phone as you go.

You're not really looking for anything in particular, but then you see it: a mounted tablet screen with a big, bold message that says "BUY ONE GET ONE FREE."

Suddenly, you're interested. Your hand reaches for your wallet before you even realize what's happening. That's the power of a well-crafted call to action (or CTA).

Of course, CTAs can be used for more than just promoting sales. They can also be used to encourage customer engagement, raise awareness of specific products or services, or even just welcome customers to your store.

No matter what your goal is, using CTAs can help boost the effectiveness of your POP digital signage. When it comes to such a highly visible and versatile marketing tool, why wouldn't you want to make the most of it?

Maximize the ROI of POP Signage with Wallboard

Your POP signage is only as good as the software powering your network.

Simple playback machines drastically limit the content types you can deploy, making it impossible to use the latest advances in the digital signage industry to engage your customers effectively.

Wallboard is here to change all of that.

Our advanced digital signage CMS solution is designed to provide unprecedented flexibility and powerful customization options when creating, distributing, and managing your content.

Check out this short video to learn how it works:

So if you're looking for a powerful tool to take your point-of-purchase signage to the next level, Wallboard is the solution you need. Get in touch with our team today to schedule a free demo.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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