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
Point-of-purchase signage is so powerful because it can directly impact consumers’ buying behavior right before they make a purchase.
The effectiveness of POP signage greatly depends on the type of software powering your network.
Dynamic POP signage delivers the highest ROI across the board.
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.
There are two main types of point-of-purchase signage: static and dynamic.
POP signage has numerous benefits for businesses and organizations of all sizes. Here are just some of them:
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.
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.
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.
Implementing POP signage is only a part of the equation. Use these tips when creating digital signage content to make it a worthwhile investment.
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:
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.
By taking these steps, you can help ensure that your digital signage draws and retains more attention.
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:
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.
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?
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.
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