Shelf Talkers & Other Point of Purchase POP Displays

Research has shown that nearly 50% of all purchase decisions occur at the point of purchase. Many customers enter into stores without knowing specifically what they want and, consequently need help to select the product solution. Despite this, roughly 76% of shoppers never even interact with sales staff. This is where visual merchandising of consumer packaged goods (CPG) comes into play. As their name suggests, shelf talkers are 'Point of Purchase' (POP) message displays in a sales outlet. It is a customer touchpoint that not only brings attention to your product but also, and more importantly, persuades consumers to buy it (because its unique selling point positions your brand as the best choice). 

These non-human salesmen are usually made of cardboard, plastic and shiny materials and affixed to display shelves where target customers are most likely to see them. 

'Pick Me' Messages of point of purchase displays

Their 'pick me' message is most commonly designed for one or more of the following purposes.

• Highlight benefits, especially those that appeal to the strongest motivation factors (usually pain points) of your target market, NOT what Herzberg refers to as 'hygiene factors', ie nice to have but not need to have. The buying decision can be made without those 'icing on the top' factors. Example "Acne sufferers are looking to resolve their pain point which involves 4 key points: excessive oil, blocked pores, bacterial infection and inflammation. Consequently, a product that aims to treat acne should speak of how it resolves those 4 pain points. Give priority to discussing these solutions. Conversely, the facts that your product has recycled packaging, nice ingredients and a lovely fragrance are hygiene factors or features that should be given secondary priority".
• Shout buzz words (ie fashionable jargon or catch phrases) that are particularly attractive to your target market. Marketers should research their industry's current buzz words. They may involve revered features, super-food ingredients, production processes and so on often based on recent research and even popular shows like the Dr Oz show. “100% Natural”, "small batches", "20% More ...”, “Sulfate Free!” "Sustainable", "personalized," "illuminating," "brightening," "shampoo bars," "scalp care," "lip hydration," "beard care," "bakuchiol", "you asked, we listened!", "zero-waste', "stimulates collagen production", "Plastic free" and anything "CBD".
• Announce the launch of new product variations (like colors, flavors and so on)
• Boast awards or other forms of recognition that the target is likely to trust. Examples include 'dermatologist approved', 'best seller since 2020', 'used by Oprah'. 
• Use branding elements like tagline, the unique selling proposition that your brand uses for brand positioning.
• Display a sale price
• Promote related products

STEPS FOR PLANNING THE BEST SHELF TALKER OR OTHER POINT OF PURCHASE (POP) DISPLAY. 

1. Have a compelling message. See the most common 'pick me' messages above. 
2. Be concise. POP displays are NOT suitable for fine print and details.
3. Use power words. Research shows that power words are effective purchase triggers. Consider those that are brand-appropriate. Common ones include exclusivity marketing and other forms of emotional marketing. Examples inlcude "extra", "exclusive", "premium", "#1", "new", "free".
4. Make it legible. For instance, use bold, clear and well distanced letters. 
5. Use graphics to complement your message. Function before form! Never allow graphics to compete or overshadow your message.
6. Know the retail environment and select a printing medium accordingly. Consider the retail environment and the most suitable medium. What is your packaging like and how will your product be displayed in the retail environment? What are the associated costs for your options? Are there glass counters and at what distant from customers, table top displays, shelves with 1.25" price strips, garment racks, grid walls, peg boards,  gondola shelves (ie 2-sided displays that are in the middle of a walking space), etc? Or is there sufficient space and budget for your own specialty floor display (ie customized product displays, often with life- or over- sized images that has its own floor space and shelving)? Consider associated costs, especially as it relates to floor displays because some retailers charge manufacturers for floor space and even all of the shipping and handling of the display materials. Besides, retailers will afford this privilege to only well established brands and almost never to new ones. In addition to shelf talkers, you can also use 'tags' (that include 'bottle neckers'), 'case cards', 'brochure holders', 'floor stickers', 'table tents', metal displays (because of their shiny and therefore eye catching quality), illuminated signs, and so on. Here are examples of common designs of shelf talker, strips.
a. The simplest form is creased without adhesion. b. differs from a only in terms of having adhesion. c. Unlike the previous 2 that can be stuck anywhere, this option actually snaps into the standard 1.25" price rail without the need for adhesives. The slits might help in preventing shoppers from accidentally dislodging the structure if they bump into it. f. and g. are called 'wobblers' because they move with the air currents of passing shoppers and are therefore very eye-catching. They usually snap into the 1.25" price rail. 




Tags. Tags are a form of individual unit signage. They include hanging tags like the one pictured immediately above and bottle neckers (that resemble door knob hangers whose hold goes over the neck of a bottle). Tags are so simple but can easily create a sense of prestige.
Table tents.












Tags. Tags are a form of individual unit signage. They include hanging tags like the one pictured immediately above and bottle neckers (that resemble door knob hangers whose hold goes over the neck of a bottle). Tags are so simple but can easily create a sense of prestige.
Table tents.







7. Survey. Just as you would do with the label of a product, survey your idea to see whether it meets its objective or needs improvement.

CONTENT RELATED TO SHELF TALKERS & OTHER FORMS OF POINT OF PURCHASE (POP) DISPLAYS. 

• Brand voice: taglines
• Package design strategy
• Brand positioning
• Psychological pricing
• I did not mention posters because they are NOT effective POP displays for drawing attention, especially for new products. Posters are most effective when used outside a store to attract customers with prior knowledge. It is best to not invest in them as retailers are renowned for throwing them away, often even without using them.
• Multilingual labeling for Consumer Packaged Goods (CPGs). It may be worth having multilingual POP displays.
• Product mix, how broad and deep should it be?
• Statistics:
• 71% of customers shop with a specific scenario, not a product solution in mind (Compare Metrics, 2014).