The future of the retail industry is getting a digital twist with point-of-purchase (POP) displays.

Consumers are now making more in-store purchase decisions than before. Despite the popularity of online shopping, up to 90% of these purchasing decisions occur in-store because not everything is available online just yet. As a result, the pressure is on for marketers to look at who they are actually trying to contact and customize their strategy to convert their consumers from shoppers, to buyers--with a digital twist.

Point-of-purchase (POP) displays are playing a very critical role in the consumer's retail experience. It is essential for POP programs to carefully ensure that both retailers and consumers see a consistent and coordinated message in the displays, rather than confusion and contradiction. In other words, simple shelf displays or intricate packages that showcase the marketer's unique product are what will enhance the retail experience for consumers. It's exactly what Excel Displays and Packaging aims to bring to the in-store shopping experience.

Since 1989, Excel has been designing and producing award-winning temporary POP displays, high-graphic retail packaging, in-store signage and industrial packaging. As an industry leader, Excel creates custom solutions for their clients to ensure the speed-to-market required in today's retail environment. "The days of using data only to make marketing decisions are over," says Brian Hutchinson, Vice President of Shopper Marketing at Excel. "You want to keep the message consistent, but the tone, visuals and even color should be customized based on the retail environment you are marketing in." The key is to combine shopper marketing and retailer expertise with innovative and industry pace-setting manufacturing capabilities--something Excel knows how to do.

Even though online shopping provides a convenience that you won't find in brick-and-mortar stores, new research finds in-store purchases continue to be heavily favored by shoppers. According to PwC's annual consumer survey, "nearly 40 of consumers make purchases inside a physical store at least once a week, compared to just 27 percent who do the same online." That's because 65 percent of consumers want to avoid delivery fees, while 60 percent enjoy having the item right after their purchase.

Some e-commerce companies like Amazon offer delivery-free services with one-hour delivery--it's a popular option amongst people who, with the help of technology, are used to getting the things they want whenever they want. But even free-day shipping can't dissuade in-store purchases; 61 percent of consumers like trying on the item or actually seeing it in person before committing to an item. Additionally, express services like Amazon Prime are only offered in some cities making it difficult for all consumers to take advantage of online shopping.

Effective POP displays give access to retail products that provide a fresh experience for consumers. The William Wrigley Jr. Company in Chicago, IL, for example, is no stranger to POP marketing. Think about the last time you were at the checkout line of a grocery store; you probably noticed a variety of gum products on display, including Wrigley gum. The Wrigley classic gum displays are an example of how a company can maximize its usage of POP marketing to provide its consumers with a quality retail shopping experience. Even with the Internet and digital marketing, the POP displays continue to generate sales for the gum giant.

POP marketing displays must be attention catching and constantly evolving. As soon as the consumer consistently sees the same display for a few weeks, it becomes boring and inefficient. It is essential to spice things up and keep it interesting to create a broader impact.

Ultimately, the most important advantage POP displays provide marketers with is the opportunity to influence consumers to draw attention to a particular brand. With POP displays, it's all about creating a dramatic impact on consumers that invites them to purchase your product.

Published on: Feb 22, 2016