Once store layout is fully detailed, a retailer devises its interior displays. Each point-of-purchase (POP) display provides shoppers with information, adds to store atmosphere, and serves a substantial promotional role. Heres what Point-of- Purchase Advertising International (POPAI) has to say:
POP advertising is persuasive. Serving as the last three feet of the marketing plan, it is the only mass medium d at the "critical point where products, consumers, and the money to purchase all meet at the same time.
Several types of displays are described here. Most retailers use a combination of them.
An assortment display exhibits a wide range of merchandise.
A theme-setting display depicts a product offering in a thematic manner and sets a specific mood.
With an ensemble display, a complete product bundle (ensemble) is presented--rather than showing merchandise in separate categories (such as a shoe department, sock department, pants department, shirt department, and sports jacket department).
A rack display has a primarily functional use: to neatly hang or present products. A cut case is an inexpensive display that leaves merchandise in the original carton.
Posters, signs, and cards can dress up all types of displays, including cut cases and dump bins.
The second screen of the dual screens pos equipment should be another format of POP.