Running a successful retail operation involves more than throwing open the doors and letting shoppers wander the aisles. Ideally shoppers should be directed toward high-profit items. Retailers use POP displays to influence shoppers towards these products, increasing sales and revenue.

Impulse Buys Drive Up Sales

The power of impulse buys cannot be overstated. Most consumers think they aren't impulsive shoppers, but studies have shown that over 50% of purchases made are done so on impulse. Customers are heavily influenced by the display signage inside the store and retailers who take advantage of this can send sales through the roof.

As an example, let's say a store has overstocked an item. They need to clear out storage space so they put the item on sale. The items move but unit profits are reduced. Instead, the smart retailer comes to WL Concepts and we create POP displays to attract shoppers to the item. Sales increase without dropping the price.

A discontinued item could be marketed similarly. Rather than dropping the price, turn the liability into an asset. Displays that emphasize limited availability of the product will have shoppers lining up to take them off your hands.

Mass Media Doesn't Change People's Minds

Mass media is still an important component in a marketing plan. It alerts potential customers and strengthens the branding of a store or a product. What it doesn't do is change people's minds or alter their buying habits.

Let's say you create a killer television promotion that encourages viewers to come buy your most profitable items. Even if the campaign works, the consumer can't buy the item at that second. The consumer isn't a customer until he walks into your store. By then, the ad is forgotten and efforts to change shopping habits are wasted.

Instead, retailers use WL Concepts POP displays to create in-store advertisements. Now when the customer is prompted to buy an item, the merchandise is right there. Targeting people who are already customers greatly increases the success of influencing shopping habits.

Retailers and Manufacturers Work Together

WL Concepts has both manufacturers and retailers ordering POP displays from us, but the most successful campaigns we see are when the two parties work together.

POP displays benefit both organizations. They influence shoppers to buy the manufacturer's products over rival offerings. Retailers reap the benefits of increased sales as customers purchase merchandise they would otherwise have ignored. The displays create the classic win-win situation which makes both retailer and manufacturer stronger.

When retailers and manufacturers create POP displays cooperatively, the final design is better than anything they could create separately. Manufacturer-created POP displays can be difficult to integrate into the store's other display signage, sometimes creating jarring displays. Cooperatives displays are more powerful and influence customers more effectively.