It’s similar to the old adage of real estate: location, location, location. That philosophy also applies to your custom retail display. You can have a stellar POP design with beautiful graphics and a top-notch product, but if your piece is located in a low-traffic area, you’ll have to work twice as hard to get potential customers to linger by your booth.

The key is to find optimal locations in a retail store that will do a lot of the work for you. Coupled with a display that follows the best principles of design and implements the most innovative retail store trends, we’ve outlined five locations that you should place at the top of your priority list for your custom retail display.

5 Optimal Locations To Position Retail Displays to Maximize Sales

1. Near the Check-out Register to Take Advantage of Impulse Buying

There’s a reason stores have smaller items lining shelves by cash registers. Whether you go to Home Depot or Bass ProShops, retail displays near the cash registers are perfect for impulse buys.

While smaller, less expensive items are typically the most popular for impulse buys, that doesn’t have to be the case. One out of five Americans state they have spent more than $1,000 on an impulse buy—that equals 87 percent of Americans admitting that they’ve bought a product on impulse, according to an article from CBS News. 

How can you take advantage of these impressive statistics on impulse buying?

• A study of 2,000 consumers shows they make three impulse purchases a week. 
• These impulse purchases add up to $450 a month and $5,400 a year.
• A little over 70 percent of these impulse buys were food. 

2. Where Customers Are Lined Up and Waiting

No one likes to wait in line, but it doesn’t have to be the most boring part of the retail experience as long as there is an engaging retail display nearby.

While the cash register is typically where you’ll find a queue, look for other areas of a store—such as the deli or customer service counter—where consumers will no doubt be waiting. Placing your display in an area that will catch their eyes as they wait can boost brand recognition as well as impulse buys. We ensure your display has on-brand eye catching graphics and a strong call to action to get attention.

3. Next To Items That Make Easy Cross-Sell Sales

If you’re not including cross selling and up-selling in your POP plan, you’re missing out on a key way to expand your revenue stream.

Cross-selling encourages buyers to purchase items that complement one that they already bought. Locating your display in these areas encourages customers to take a closer look at—and perhaps purchase—your product. 

For example, let’s say that your company sells specialized laptop computer cases. Placing a your display holding laptop cases near the laptops draws the attention of your target customers.

4. At the End of An Aisle (End-Cap Placement)

There are few retail floor spaces that carry as much weight as the end-cap display. Strategically placed at the end of each aisle, an end-cap display unit draws customers’ eyes as they round the corners at each aisle. Permanent and temporary end-cap displays can:

• Eliminate the need to find shelf space in a retail store. This could make it easier to launch a new product.
• Make your product easily accessible to customers who had intended to “get in and out” and shop quickly. This is where a custom designed end-cap display is crucial. You’ll need to capture consumer’s attention, convey what your selling and convince the shopper they need your product.
• Get product placement in a second area within a store. Sometimes your product may complement a number of other products within a retail store. This is where an end-cap display can help you get multiple product placements and boost sales. 

5. Outside The Entrance of a Retail Store

Placing a retail display outside the entrance of a retail store gives you maximum exposure to the number of customers. Even better, the message of your custom retail display rings loud and clear before consumers are exposed to the additional “noise” of multiple advertising messages as they move around the entire store. 

Realize that the best location will depend on the type of store and the type of product

Consumers may go all the way toward the back of the grocery store, but in a convenience store or gas station, they’re more likely to hover near the front to simply pay for gas or pick up a few quick items. Most consumers do not linger in a convenience store, so while an end cap display may be best for a larger grocery store, space near the front of a convenience store might be more beneficial.

After your retail display unit is in place, do the math

How can you be sure that you’ve placed your POP display in the best location? Answer: you crunch the numbers. If you are serious about improving revenue from cross-sell, up-sell and impulse buys, then you know it’s important to measure the ROI on your display unit. While we go into more detail on how to calculate the ROI of a retail display in an earlier post, one of the most important elements to define is your ultimate key performance indicator (KPI). 

KPIs are goals that you must meet to be deemed a solid return on investment. If you’re not getting the type of revenue lift you’d like to see, then it’s time to re-evaluate your strategy and retail display manufacturer. Perhaps your POP isn’t catching the customer’s eye or maybe you need to test a different location.  Our creative retail designers work closely with you to create a display that will give you the best chance at reaching your KPIs. 

McIntyre Manufacturing Produces More Than Positive Results

Don’t misunderstand us: we believe in results. Perhaps that’s why we’ve been creating award-winning displays (such as this one we did for The Naked Bee ) for years. But we believe in more. We believe in quality. We believe in working together with our clients as a team. We don’t succeed unless you do. That’s why we offer the highest level of customer service. As our customer, you should expect nothing less. Find out what we can do for you and how we can produce stellar results for your customized POP display. 

Since 1977, McIntyre Manufacturing Group has created custom-designed displays with an uncompromised dedication to customer service. We utilize the latest technology and attention to detail to create the finest products with excellent craftsmanship. If you can dream it, we can create it. Contact us to see how we can bring your vision to life.

Sources:

Picchi, Aimee. CBS. “The American Habit of Impulse Buying.” Online.