Retail sales conversion strategies
Advertising increases traffic in a store, but unless those bodies can be turned into sales, the store will not produce any revenue. Successful retail operations use POP displays to improve conversions and profits.
Disinterested customer conversion
Customers visiting stores with the intention of buying are not the main focus of in-store promotional activities. They are already going to be paying customers, and while they can be encouraged to buy more, conversion efforts should focus on non-customers.
These people could be planning a future purchase or comparing their prices with those of the competition. If they can be motivated to buy today instead of tomorrow or buy from you instead of checking the place across the street, your business can reap the benefits immediately. Other shoppers may not be planning to buy anything and are just killing time at your store. Turning these people into customers is a huge boost to a store’s revenue.
POP displays highlight the products in your store, attracting the attention of wandering shoppers who aren’t really looking at the items on the shelves. They make merchandise more attractive and have a positive effect on converting traffic to paying customers.
POP displays make the sale
Ideally, your sales reps interact with each customer individually, helping them decide what to buy from your store. However, there are many reasons why a customer may shop without assistance. The store may be busy and its sales staff busy, or a customer may simply prefer to buy without being pressured to buy.
POP displays are like sales reps who are always at work. There are no breaks, they are not busy and they are always available to help the customer make a decision. They offer as much help as the customer wants and nothing more. The gentle sales assistance provided improves successful conversion without leaving the customer feeling pressured or defensive. The benefits of this type of passive promotional tool should not be underestimated.
Help move low volume, low profit items
One of the most popular uses for POP displays is to increase the sales volume of cheap merchandise, such as impulse purchases at the checkout counter. Although they can have a significant profit margin, these items have a low actual profit individually and the store relies on a large amount of sales to show acceptable product performance. It’s not worth a sales rep’s time to promote these products.
POP displays are an inexpensive method of increasing sales of these inexpensive impulse items. They focus the customer’s attention on merchandise that they might otherwise overlook. Improving impulse sales improves a store’s revenue with little to no increase in operating cost and is a critical component in a successful retail operation.
Stores that use POP displays as part of their conversion efforts will see better sales and revenue for minimal additional cost.
