The different types of PLV
In a commercial establishment, point-of-sale advertising or POS advertising is essential for highlighting products, brands and promotional offers. Indeed, these advertising media have a strong influence on consumer purchasing behaviour. The concept is simple: POP displays are placed at strategic points in the customer journey to stimulate purchases. They are often also used to guide, inform and advertise to customers.
It takes about 8 seconds for a product to catch the eye of the consumer. It is also known that two times out of three, a consumer decides whether or not to buy a product at the last moment when strolling through a sales outlet. In marketing, this is called impulse buying. POS advertising is one of the levers that pushes them to make a purchase. 63% of French people even feel closer to brands that communicate in shops, compared to 43% for brands that advertise on television. POP displays, testers, posters and shelf-stoppers are, for example, among the most appreciated, especially when they highlight promotions, free samples, loyalty rewards and product information. Let’s take a closer look at the definition of POP and the different types of POP.
What is PLV ?
Point-of-sale advertising or POS advertising refers to the visual elements and advertising media used in a shop, a shop, a supermarket, a shopping centre, a showroom, etc. to promote products or brands. They enable better communication with customers by making the point of sale more dynamic and attracting their attention. POP displays come in various forms: furniture, cardboard displays, posters, leatfet, stop-rays, screens, interactive terminals, advertisements, etc.
POS displays are communication tools that can be used on a daily basis or during promotions or other marketing actions (fairs, exhibitions, events, launches, etc.). Depending on the context, they can have several objectives:
- Draw the customer’s eye to a promotional offer or a new product with attention-grabbing visuals.
- Promoting and highlighting a product, a range of products or a particular brand.
- Influencing the customer and triggering impulse buying with animated or dynamic advertising media.
- To guide the customer to find easily the product he is looking for or the information about it with informative POS display.
- To broadcast an advertising message and promote its memorization in order to leave a mark on consumers’ minds.
- Optimise visual communication and the organisation of your business with permanent POS displays such as furniture and displays.
How to create POS displays?
As a true merchandising element, POS advertising is at the service of your internal communication. It can be used in almost all types of outlets, from pharmacies to ready-to-wear shops, cosmetics shops, shopping centres, supermarkets, car parks, etc. But how do you make good POS displays?
You don’t choose the same type of POP or the same dimensions for a shopping centre or a small shop. The rule to optimise the presentation and stimulate sales is to opt for :
- Eye-catching and attractive materials to make your customers want to enter, buy and return to your business. Choose materials that can differentiate you from your competitors, but that also respect your identity and values.
- Participatory media to involve the consumer. If they recognise the product or brand, they are more likely to buy and consume it. So don’t hesitate to display your logo, your colours, your brands or to integrate visual, graphic, sound or sensory elements into your POP displays.
- Incentive materials that call directly for action.
Which POS system to choose?
You can choose between traditional marketing displays and electronic displays or mix them at your point of sale. You also need to think about the shapes and sizes, the materials used and the installation of your POS displays.
- To present your products, you can choose between interactive POS and permanent POS such as display units and display heads.
- To attract or direct customers to your point of sale, signs and signposting materials, stop signs, advertising totems, etc. are ideal.
- To communicate an advertising message, focus on digital screens, checkout screens, etc.
- If the POS material is to be handled, touched or moved, the design material must be selected according to this use (cardboard, plastic, textile or other).
- The size and location will depend on the space you have available.
Marketing displays and electronic displays: what are the differences?
The main POP formats used are classic displays, leatflets or leaflets/flyers/prospectuses/brochures, cardboard POP displays, counter displays, advertising panels and signs, interactive screens and terminals, stop-rays, vitrophanie, etc. But they can be classified into two main categories according to their design mode. On the one hand, there is marketing POP and on the other, electronic POP.
Most of the advertising materials can be found in the large family of marketing displays. Cardboard POP elements are the most commonly used. They can be counter displays, easels, totems, silhouettes, game boxes, etc. There are also interactive POP displays such as digital screens and touch-screen terminals, which are becoming increasingly popular. Motorised or motorised POP displays, such as wall and ceiling lights, automatons, window puppets, etc., are also more effective for eye catching. Thanks to their movements, they are more attractive than fixed supports, which is why they are being used more and more. We can also mention the competition displays installed during point of sale events (floor urns, counter urns, fronton, flyer holders, etc.) and the various counter displays, usually used as permanent communication media (cardboard displays, Plexiglas, leatflet holders, etc.).
Electronic POS includes all media with embedded electronic components. Motorised or dynamic POP displays are considered to be electronic POP displays as soon as they incorporate a motor, movement or interactivity via a screen. Here, we also find animated POP displays such as rotating displays, mobile displays designed to move and move around, yo-yo movement displays intended for product presentation, theatrical display or even animation at the point of sale. Finally, there are illuminated displays that flash or glow to catch the eye on a product or scrolling messages. We often see illuminated signs and panels, illuminated LED frames, etc. Then there are the audible displays that emit sounds or play music when they are opened or when movement is detected. Let’s not forget the olfactory POPs that diffuse ambient perfumes or food scents to attract the crowd and make them want to enter, test, taste and consume the products.
Marketing or electronic POS?
Classic marketing displays still have their place at the point of sale. But with consumers’ eyes so busy, they are paying less and less attention to them. They need to adopt more original forms and broadcast hard-hitting advertising content to really arouse their interest. At the same time, new technologies are bringing about changes when applied to marketing. High-tech POP displays such as digital and touch screens and terminals, dynamic and animated POP displays increase the impact of your visual communication for advertising purposes. Thanks to video screens, broadcast videos, posters, dynamic ads and change in real time the content broadcasted to gain in efficiency. The use of LED technology allows you to highlight your POP displays and your products. The lighting is more eye-catching. However, traditional and electronic displays can coexist in the same store, provided they are optimally arranged.
What does D4D do in the POP production chain?
In order to create customised POS displays, it is highly recommended to use an experienced POS manufacturer. In the POS production chain, you have specialists like Dynamics for Display to supply all the electronic parts needed to design dynamic and animated marketing POS, but especially to manufacture electronic POS.
- Mains or battery powered motors with variable power to drive POS displays such as signs, ceiling hangers, totems, etc.
- Plastic or metal turntables (capacity up to 12 tons) to display products, present a lot (motorbike, electric scooter…), display a car…
- Electronic components to animate point of sale displays: puppets in a Christmas window, automatons
- Custom-made LEDs and LED circuits to be integrated in all kinds of illuminated displays.
- Mini speakers and sound boxes for brochures, greeting cards and other interactive displays.
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