In-store marketing plays a huge role in consumer buying behavior, and choosing the right display method is essential. Understanding the difference between POP (Point of Purchase) and POS (Point of Sale) displays can make all the difference in reaching your marketing goals. Let’s dive into how each display works and which one is right for your business.

What Is a POP Display?

A Point of Purchase (POP) display refers to any marketing display positioned throughout the store, usually in high-traffic areas. These displays are designed to capture attention, educate customers, and promote specific products or brands. POP displays typically stand out with bold designs, making them impossible to ignore. They’re used to raise awareness about a new product or create a memorable brand experience.

For example, imagine a large branded unit at the end of an aisle filled with seasonal products—it encourages shoppers to pause, explore, and perhaps add a product to their cart they didn’t initially plan to buy.

What Is a POS Display?

Point of Sale (POS) displays are strategically positioned at or near the checkout counter. They target customers who are already in the process of making a purchase, aiming to encourage last-minute, impulse buys. These displays are often smaller than POP displays but are just as effective. Think of small shelves near the register showcasing items like snacks, gum, or travel-sized products.

POS displays work because customers are already in a buying mindset. The convenience and proximity of these displays make it easy for shoppers to quickly add a small item without much thought.

Which Display Should You Choose?

Choosing between POP and POS displays depends largely on what you’re trying to achieve. If your primary aim is to introduce a new product, highlight a promotion, or boost your brand’s visibility, then a POP display is likely the better choice. However, if your goal is to increase impulse buys or draw attention to small, complementary products near the point of transaction, POS displays will be more effective.

In some cases, combining both POP and POS displays can maximize your impact. By first using POP displays to attract customers’ attention and then closing the sale with POS displays, you create a seamless marketing experience that covers the entire customer journey.

Key Benefits of POP Displays

1. Boost Brand Awareness: POP displays create a strong visual presence for your brand within the store, helping customers become familiar with your products.
2. Encourage Product Exploration: These displays prompt customers to explore products they may not have considered before. They act as a bridge between shopper curiosity and purchase.
3. Customizable to Fit Your Space: Whether it’s a standalone unit or an end-cap display, POP displays can be customized to fit any store layout and product type.

Key Benefits of POS Displays

1. Drive Impulse Purchases: POS displays capitalize on the moment right before a purchase. They can effectively prompt customers to make additional purchases that they weren’t planning on.
2. Highlight Promotions and Special Offers: These displays are great for emphasizing discounts, limited-time offers, or new product launches, especially for smaller items.
3. Maximize Checkout Space: The space near checkout is high-value retail real estate. POS displays ensure you’re utilizing this area to generate additional revenue.

POP vs. POS: Real-World Examples

A POP display could be something like a large promotional stand near the store’s entrance promoting a new range of organic snacks. The eye-catching design draws customers in, even those who might not have initially been interested in snacks. In contrast, a POS display might be a small counter-top stand near the register, offering discounted batteries or travel-size personal care products. The shopper is already paying, so adding one more item is convenient and often irresistible.

Final Thoughts: Choosing the Right Display

At the end of the day, both POP and POS displays offer unique advantages. A well-placed POP display builds brand awareness and helps customers discover new products. A strategically positioned POS display boosts last-minute sales and encourages impulse purchases. Depending on your business goals, a combination of both can be the most effective approach. By thinking about the customer journey—from when they walk in to when they’re ready to pay—you can decide which display best fits your business strategy.