The value of having a comprehensive POP display

Whenever a customer visits a supermarket or department store, they are inundated with a large number of print marketing tools. Whether they be window graphics or posters,  they have the potential to grab the customer's attention early on, ultimately leading to a sale.

While these printed items are valuable, many business owners fail to seriously consider maximizing the use of point-of-sale (POP) displays. Unlike other forms of advertising, POP signs are intended to be right near eye level. The signage is intended to draw shoppers to a specific brand or product, Screen Web explained.

"POP means connection, education, and action," Screen Web contributor Dan Pratt wrote. "POP programs take on various forms inside the retail space, from meaningful shelf- mounted, static signs to creating engaging experiences with integrated, dynamic displays."

Business owners who have been using the same old POP signs are putting themselves at a disadvantage. Customers who are familiar with the same old thing are likely going to give a "simple look," which doesn't evoke the same emotion as a gaze, eHow explained. Customers that pay more attention to a single item are more likely going to make that impulsive purchase and perhaps change brands down the line.

Not convinced that POP displays play their own role in the marketing sector? Promo Magazine reported that POP displays alone account for the largest spend in the consumer promotions category. Failing to replace the displays that have bent or faded in color over time can negatively impact the business' overall presence to loyal and prospective customers.