How point-of-purchase displays influence customers

Whenever your business places an order for custom screen printing services, you should expect to receive a product that is a direct match to the product or image that was supplied to the printer. Unfortunately, not all printers can achieve this arduous task due to differences in inks and screen printing presses.

Occasionally, cost efficiency and/or production time may dictate that direct matching is not required. However, before placing an order with a screen printer, always ask about the ink management system so that there are no surprises.

POPAI's study explained that despite the rise of e-commerce, 76 percent of participants make in-store purchases. As the holiday season approaches, business owners need to optimize their store to tailor to a broad audience. Many retailers rely on this five- to six-week window to account for at least one-third of sales for the year.

It may seem like a small detail, but POPs and other store displays can grab a customer's attention very quickly. POPAI also recommends that lighting for POP signs be angled to create light shadows, which allows more visibility than erecting a spotlight directly above the sign. There are many ways to engage a customer with POP signs, but remember to always keep the client in mind.

"Undoubtedly, it is a shopper's market and, ultimately, the power starts and ends with the consumer," ScreenWeb contributor Dan Pratt writes.

From the beginning to the end of the person's stop at a business' establishment, they should be able to visibly see floor decals and wall graphics. If these displays are used correctly, customers may take action to participate in the organization's additional programs like signing up for the newsletter, for example.