Display at the point of purchase (POP) can be rightly described as a â€˜clincherâ€™ in the marketing process. When awareness and interest has been created in the consumerâ€™s mind through advertising and other promotional measures, a good display in the store can help to clinch a sale. Displays are also effective in inducing brand switching. A consumer normally goes to a retail outlet to purchase his usual brand. At the retail outlet, a good display of a competing brand can command his attention and he may buy the competing brand. In other words, good display can lead to impulse buying and brand switching. A good display is the surest way to attract the consumers. It pulls the consumer to the counter. In fact, displays have their origins in the age-old saying that â€˜goods well displayed are half sold.â€™
Displays can be of various types â€“ window display, wall display, counter displays, aerial display, or floor display, depending on where it is fixed. Display materials too constitute a large spectrum, like posters, danglers, stickers, mobile wobblers, streamers, balloons, etc. To enhance the display effect, manufacturers use several gadgets and approaches. Illuminated designs, motion displays, sky-writings, etc., add to the display effect. Some companies organize display units and locate them at vantage points within the store to attract store traffic. Skillfully designed and strategically located display units can enhance the sales appeal. More and more firms are going in for innovative displays to give their brands visibility in todayâ€™s crowded shop shelves.
When Nestle launched Maggi Noodles way back in 1983, it used a unique dispenser, the wire mesh bag. Not only did it help in brand identification, it was helpful to the retailer too. The dispenser hung from the ceiling helped him to save shelf space and simultaneously caught the attention of the store traffic. Cadbury too has come out with a dispenser.
Companies are also using the techniques of mass display. Within the limited space available in the retail store, big stocks of a given brand are artistically arranged to gain attention Customized racks are also being used for display effect. On retailing, we have provided a detailed account of the various display measures like â€˜shop-n-shopâ€™. In fact, in many companies today, salesmen are evaluated not only on their achievement of the sales quota but even on factors like the number of display organized for the company. Because of the paucity of shelf space, companies like Procter& Gamble, Nestle and Hindustan Lever make yearly bookings for display space in important shops.
For premium and luxury products, the quality of display is very important. The environment, the manner in which the brands are displayed at the counter and the ambience surrounding the brand are as important as the product itself. Visual merchandising becomes critical for bringing out the finer details and attributes of the brands.
ITC: ITC spends a lot of time with the retailer on in-store display. For ITC, display at the lower end of the market involves just shelving, which at its cheapest would cost Rs 200 and at the top-end branded ITC cigarettes outlets. For example, ITC set up branded outlets while launching its brand Benson & Hedges; it costs ITC up to Rs 1 lakh to set up one outlet.