One of the best investments of your marketing dollars that you can make is in POP displays. These POP displays allow you to dramatically increase the impact of your product at the moment it counts most purchase time. Of course, such POP displays are most effective for impulse items or items for which consumers do not have brand loyalty.
Large POP displays set up in prominent locations in high-traffic supermarkets have been shown to increase the rate of sales by as much as 64-fold over the same items sold from their regular shelf locations. My experience, however, shows that more common sales increases are from one-and-a-half to threefold till huge increases.
The biggest difficulty in POP displays is getting retailers to actually use them. Most national retail chains are very selective in deciding which products to accept displays for. They often expect the manufacturer to offer cash incentives for the privilege of allowing you to set up a display in their stores. Some store managers of national retail chains will make their own decisions as to what POP they will accommodate on their floors, even if you have an agreement with the national office that is backed by cash incentives and guarantees a full chain display program. And even if you do manage to get display exposure, merchants prefer to keep displays up for short periods of time in order to keep the impression of their merchandise mix fresh and appealing to their consumers.
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