5 Common Mistakes Businesses Make with POP Displays in New York (And How to Fix Them)

Point-of-purchase (POP) displays are a great way to increase sales and get more attention for your business when it comes to retail. In a market like New York, you can make a huge impact on your visibility and convert your brand effectively when you utilize POP displays efficiently. And yet, there are many companies that don't think things through and do things that are easily avoidable which dilute the impact of POP displays altogether. This article will identify the most common POP display mistakes and provide you with solutions to ensure you can get the most value for your POP strategies.

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1. Wrong Location

Poor placement of POP displays is one of the most common mistakes made. Just putting the displays in a super random empty corner or just away from the high traffic points means decreased visibility and less impact.

Solution: Do some traffic flow analysis in your store. Put your POP displays as close to the entrance as possible and checkout, or other highly trafficked aisles to maximize exposure. Do take into consideration sightlines, and where customers naturally gravitate and shop, as to placement.

2. Display Overload

When a POP display is loaded with products or too much graphics, it can confuse customers, and lose your message. A cluttered display makes it difficult for shoppers to spot your key product and promotion.

Solution: Focus and clean it up. highlight 1 or 2 key products and have short messaging. Generally, displays that are simple, attractive and not overloaded will capture more attention.

3. Ignoring Branding Consistency

Branding consistency can sometimes be overlooked by organizations when it comes to POP displays, which leads to disjointed experiences in store. If customers sample or buy product with one package color or font, then face a different color or font that can lead to confusion affecting sales, and builds severe brand distrust and lack of recognition.

Solution: POP displays should be aligned with your brand you’re trying to portray. Consistent colors, fonts, and messaging will help reinforce recognition with customers and create a more professional, trustworthy look.

4. Using Unfortunate Materials

Flimsy or low quality display units show there is a limited pride and concern on the part of the brand/retailer and can quickly look bad. In an area that has heavy foot traffic, Displays that won't wear or break easily will make a negative impression on shoppers.

Solution: Invest in durable and high quality POP displays. Materials such as corrugated cardboard, acrylic, or even metal displays typically will last longer, and elevate your brand value in the eyes of the shopper.

5. Failing to Change Displays

Static displays that do not change for long periods are ineffective. Customers adapt to them quickly and lose interest and engagement in sales.

Fix: You can refresh your POP displays regularly by presenting new products, seasonal promotional displays, and updated graphics or configurations. Frequent refreshes will create engagement and keep consumers' interest over the display's lifetime.

Conclusion

Point of Purchase (POP) displays can be a highly effective form of marketing for New York City businesses. The marketing effectiveness of a POP display relies on planning and execution, so that businesses avoid making mistakes like improper display position, visual clutter, inconsistent branding, wrong materials, and static display. Avoiding these types of mistakes will go a long way in helping ensure your POP displays will be able to attract customers and generate sales for your business. If you want to develop professional and effective POP displays for your business, contact Fab Visuals, who specialize in custom displays that fit your brand and environment. If you carefully consider the considerations described in this article, you will benefit from improved visibility, enhanced customer engagement and a healthier bottom line.