Want to stand out at the point of purchase?
Planning the in-store experience to win over shoppers is still VERY important according to recent research.
The POPAI 2014 Shopper Engagement Study released at the end of last year found that 82% of mass merchant purchase decisions are still made in store. In fact, a whopping 62% of the shoppers in this segment picked up items on impulse and 16% of these unplanned purchases were influenced by a display in the store aisles.
So if you want to stand out at point of purchase then pay attention. This key information helps businesses build brand awareness, drive traffic and increase sales at the store level.
Additionally, Dr. A.K. Pradeep, author of “The Buying Brain: Secrets for Selling to the Subconscious Mind” shares some of his consumer psychology research in an article regarding the psychology of retail marketing.
Summarized by KDM POP Solution Group, some of the key design considerations to stand out at point of purchase from these insights are:
- Bright, contrasting colors drive attention
- Displays with curved edges are more effective than those with sharp edges
- Textures that are more natural are preferable to shoppers
- Faces, whether real or animated, printed on the POP makes it easier for shoppers to identify with
- When displaying a large quantity of similar product on the shelf, product segmentation requires signage such as blade signs to break up the space.
- Using depth and staggering product also helps with Repetition Blindness: where the products become a blur to the customer and thus overlooked
I hope the research above, sourced from other credible sources is helpful in producing a future in-store point of purchase campaign.