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The importance of POP display marketing for FMCG goods
In supermarkets and stores, the most common types of products we buy are fast-moving consumer goods such as shampoo, body wash, cosmetics, razors, toothpaste, and other similar items. These everyday products have distinct qualities: their short life cycle, low price, and the little difference between brands.
This type of product is called "Fast-Moving Consumer Goods" or CPG (Consumer Packaged Goods), and POP displays are particularly important in FMCG marketing.
This type of product runs out in about 1~3 months, so they are frequently restocked. They also do not cost much so many consumers switch brands when they are shopping in the store. They are often attracted by the POP display and packaging so they could easily try and buy products that were not on their shopping list.
The FMCG industry heavily relies on POP display marketing which is also known as Point of Sales Marketing in Asia. These displays catch a customer's interest in the store and try to lure them to take a closer look at the product.
The act of picking up the actual product will greatly influence a consumer's choice. That's why the design of POP displays is critical to attracting consumer purchases.
How do POP displays affect consumer choices?
Research shows that the time a consumer spends in front of a shelf to decide on a product is as short as 0.7 seconds. An effective POP display can greatly influence that decision.
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There are three steps in effective POP display marketing:
1. Disruptiveness : Attracting people to your product from afar
Use eye-catching colors, lighting, materials, and shapes to catch the consumer's eye and attract them to take a closer look at your product.
2. Desirability: Show that your product is relevant
Whether consumers will pick up your product after approaching the shelves depends on the theme, style, and texture of the POP display, as well as the clarity of the marketing message. Marketing through effective designs can inspire the consumer to think she needs your product.
3. Persuasiveness: Display why your product is worth buying
In some cases, POP displays replace the role of the salesperson, guiding consumers to understand and experience the products. With the right design, you can successfully move the consumer to choose your product by displaying testers, explaining product benefits and showing clear instructions on how to use the items.
Once consumers buy your product, they can become new fans of your brand and tell their friends. POP displays are a crucial first step to convert new customers to your brand.
Want to use POP displays to get new customers? Feel free to contact us at the emails below for a free marketing consultation.
natalie (at) paradise-design.com.tw and amy (at) paradise-design.com.tw
or click on the green button below and fill out our online questionnaire. We will contact you as soon as possible.
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