The Information on the Display Rack is Very Important!

For POP retail display racks, the information on the display rack is very important

Without accurate messaging, brands will never achieve the desired sales levels with retail displays.

If a product does not sell well in the first retail stores where it is tested, the retail stores will tend to mark the product down. Unless product manufacturers decide to recall their products, their chances of competing with other retail brands will be severely reduced or severely damaged. Without a large advertising budget to increase product awareness, brands must shift their focus to in-store displays and product messaging must be clear.

When printing product information on POP retail displays, there are 5 key things to keep in mind:

1) Keep it simple
- In most retail environments, grabbing a shopper's attention should take no more than 3-5 seconds. Put more complex information on your website or product literature. Display stands require your message to be short and concise. Create something simple to grab shoppers' attention. It needs to be carefully considered, as if you were writing the title.

2) Emphasize product differentiation
- Your messaging should convey the essence of what makes your product better or different than your competitors' products. Why should a customer buy your product instead of the many other options she may have? Package it as the most compelling key differentiator, don’t get bogged down by end-to-end features, and don’t compare benefits to competing products.

3) Use eye-catching images
- As the saying goes, "A picture is worth a thousand words." Invest in quality photography. Make your diagram stand out. Choose images that will make your display and products stand out from the crowd. Use images to communicate what your product is and what it can do for customers.

4) Focus on the key takeaways
- Be easy to approach and love your product, so you need to tell everyone about all the cool things it can do. Even if your product has 5 core benefits, try to target one or two of the most valuable aspects of the product and build your messaging around them. Most people won't remember two or three things anyway, so focus on what you want consumers to take away or remember about your product.

5) Make an Emotional Connection
- Having written about increasing sales through the power of stories before, we discussed studies that show people tend to make purchasing decisions based on emotion rather than reason or logic. As mentioned in point 3 of the previous article, images are one of the best ways to create an emotional connection with your customers.