Whether consumers are shopping online or physically going to the store, they want to enjoy an experience. The ability to touch and feel products and to instantaneously begin to envision the benefits they will deliver is an experience that can only be delivered in a store. With this in mind, retailers must create positive and interactive store experiences that encourage consumers to make a purchase. As the future of retail display continues to adapt to the ever-changing consumer need for experiences, retailers must rely on innovative marketing tactics, such as point-of -purchase (POP) displays, to truly connect with their intended consumer.
The Future of Retail Begins and Ends With the Consumer
Historically speaking, most retail outlets assume a three-stage consumption model:
- The customer experiences a need.
- The customer shops to satisfy the need.
- The customer uses the purchased product.
However, as the retail industry has become less about controlling this model and more about creating an experience, the model has started to experience a paradigm shift.
New technologies help consumers purchase products that not only satisfy their need, but are also a closer fit to their initial perception. This slight shift means retail outlets need to focus their efforts on marketing to a consumer’s need. With this knowledge at the ready, the question that remains is, “how?” The answer is, POP.
Exploring the Future of Retail Display
Whether a store is located in a small town or on the busy streets of Manhattan, POP displays offer retailers the opportunity to market to a consumer’s need. In fact, the creation of a positive experience through a strategically created POP display can influence 75 percent of consumer buying decisions. In this vein, the displays should be designed to create both a visual and emotional response that will encourage consumers to complete their purchase of the showcased product.
From household products to clothing, consumers want to feel connected with their purchases. This connection is due in part to the increase of user-generated social media campaigns that encourage consumers to share their stories with other like-minded shoppers. As such, POP displays play a critical role in defining the consumer’s retail experience. Through these displays, consumers can receive a strategic, consistent and coordinated message that aligns with their initial perception of the product — this message can’t be achieved from an online store.
Online shopping might provide a certain level of convenience to shoppers, however, new research shows that consumers continue to favor in-store purchases that promote an experience beyond simply swiping their credit card. According to a recent consumer survey from professional services network PricewaterhouseCoopers, approximately 40 percent of consumers will make weekly purchases inside a physical store, compared to 27 percent of consumers who make weekly online purchases. In addition to the actual shopping experience, 65 percent of consumers state that their preference for physical stores is due to their desire to avoid delivery fees. Sixty percent of consumers also state they want to enjoy the instantaneous gratification of fulfilling their “need” by shopping in person, and thus physically leaving the store with their desired product.
POP Displays Deliver High-Impact Results in an Evolving Retail Space
As the retail industry continues to evolve to the needs of consumers, POP displays offer the unique opportunity for retailers to catch the attention and initiate a positive experience for the consumer. Despite the increase in online shopping over the past 10 years, consumers continue to physically go to the store as long as there is a need to be fulfilled and an experience to be had. Ultimately, POP displays can and should be used to establish a connection with consumers that invites them to purchase the desired products.
About the writer: Sheila Johnson is an expert writer at shopPOPdisplays. Her colorful background includes merchandising and retail and display marketing for a variety of industries.
Join the #retail & #inspiringretail conversation on Twitter @RetailNext, as well as at www.facebook,com/retailnext.